Research On Enterprise Brand Strategic Management Based On Ecological Concept

Since the accession to the WTO, Chinese enterprises have made remarkable development with the low labor cost. However, with the appreciation of RMB and the rising inflation, the advantage of cost has all gone, so that it can’t guarantee the sustainable competitive advantage of Chinese enterprises. Therefore, to change the traditional idea and the way of the strategic management, and to study the Chinese enterprises development with the perspective of the brand strategic management, is the inevitable choice in the era of Brand economic times.Brand strategic management which is based on ecological concept is a new perspective of research, it studies the problem of brand management from the perspective of ecological concept. It considers the enterprise and all stakeholders as the elements, and take them as the members of brand ecological system, and through which in order to breaking the shackles of traditional enterprise brand management, through the systematic management, all members can achieve the goal of cooperative evolution finally. Brand strategic management which is based on ecological concept breaks the traditional shackle that people study brand problem just in enterprise, it can help the enterprise innovate the thinking of brand strategic management. With the advent of brand economic times, it has gradually becomes a new trend.Based on this background, from the perspective of ecological concept, this paper draws lessons from the theory of the traditional brand strategy management. The paper divides the brand strategy management into three steps, and initially constructs the management model. According to the model and the development situation of Wenzhou shoe enterprise, this paper analyses the issues of shoe enterprise brand strategy management, and proposes the corresponding development strategy.