An Evaluation Research On The Brand Ecology Based On The Degree Of The Brand Recognition And Disseminative Ability

In the 21st century, brand is increasingly becoming the embodiment of the core competitiveness of enterprises as the international labor division is further strengthened in the background of economic globalization. Jiangsu, located in manufacturing industry belt of Yangzi delta region, is worthy of the big manufacturing province in China. Recently, the foreign trade way of Jiangsu province is still based on the processing trade, industry chain is at the end of the global value chain. It has strong ability of manufacturing and low business profitability when most of the profits are possessed by foreign enterprises. All these are unsuited to the position of manufacturing province. The brand competitive power is not one index of the product but the integration of the product quality and credit. If a brand has a higher recognition degree of consumers'heart and strong ability of dissemination, it has a strong power of competition. So, how to measure the competitive power of the brand based on the recognition degree and dissemination ability, is the aim of the research in the article.In this background, the enterprises are trying to be the first to model the famous brand, Jiangsu is carrying out the strategy to push famous brand,"Twelfth Five Years"Plan propose clearly that expand domestic demand, develop modern industry system, reform and promote manufacturing industry, enhance the ability of the new products'development and the brand establishment, develop the large and medium-size enterprises which have international famous brand and core competition. This article is taking example by correlative ecological theories and research methods to have an analogy analysis research on the brand recognition degree and dissemination ability which influence the core competition of the brand. It uses Analytic Hierarchy Process (AHP) and fuzzy synthetic evaluation method to get down to research as follows:First, this article is trying to have a brief appraisal on the basis of systematic research on the relative theory and research method of the brand recognition degree and dissemination ability at home and abroad. It puts forward the research thought on the basis of analyzing the achievement and shortage of existing theories.Second, it analyses and cards the relative conceptions, theories and research methods on ecological research, hoping that the following parts can get some useful information from this. Third, it has a systematical theoretical analysis on the dissemination ability and recognition degree in the brand ecology by learning from some related ecological conception, such as ecological niche and factor. And then, it has a data statistics analysis on the status quo of Jiangsu brands'ecological circumstance by using ecological factor. At last, it analyses the existing problems of Jiangsu brand ecology.Fourth, on the basis of analyzing the recognition and dissemination, the article is trying to make a two dimension evaluation model by using the ecological factor, Delphi Method, AHP and fuzzy synthetic evaluation method. It also make a case analysis about SUNING,come to a conclusion that SUNING brand has a higher degree of recognition and strong ability of dissemination. SUNING is a major brand in Jiangsu.At the end, in accordance with the results of the case analysis and the existing problems, this article draws a conclusion and proposes some suggestions to the development in Jiangsu ecology.