The Brand Ecosystem Formation Of The Critical Factors Research

Brand strategy in China has just started in brand cultivation practice, there is a series of confusion and misunderstanding. These problems can not be solved by traditional brand management theory. Carefully examine brand system, found that the brand world has the similar nature of the phenomenon of life, the brand life with complexity is a fundamental characteristic of the brand ecosystem. Get their inspiration the author from brand system formation and development of the phenomenon, the characteristics, the nature and laws, focusing on brand systems and eco-environmental point of view, try excavation brand ecosystem formed several key factors, and its formation of the key factors and in-depth analysis of the far-reaching impact on the development of brand ecosystem, further argues that nurture and build brands ecosystem formed. Same time, the text area of Dalian City brand ecosystem building as an example, starting from the description of Dalian three industries, analyze its brand systems architecture, the formation of a the Dalian three industry representative enterprise in the brand community. I explained on this basis Dalian brand building, Dalian City brand ecosystem attempt to build strategy, this strategy is based on the previous brand ecosystem study of the key factors, namely, finding a key factor in the formation of brand ecosystem analysis using way to take advantage of the key factors to obtain the brand ecosystem build strategy. Specific instructions and beneficial supplement is the example of the form of the purpose of this thesis. Theory with practice, novel point of view, to have a certain brand building reality research significance. The article is divided into five parts:Chapter one Introduction; Chapter two Brand ecological characteristics; Chapter three The brand ecosystem formed a key factor (views and Innovation); Chapter four Dalian City brand ecosystem building and strategy (innovation, research and analysis); Chapter five ConclusionCurrently, in the field of domestic brand building as an ecosystem research is still relatively new perspective, systematic research is still in its infancy, empirical research is also very full due to the lack of theory. Brand as an organism, drawing on the thinking and theory of ecology, from the brand’s life, adaptability and complexity of starting to study the key factors that influence the development of brand ecosystem:core factors-cultural genes; internal factors-enterprises themselves; external factors-ecological environment; evolutionary factors-cognitive ability. At the same time, the author in the text to the construction of Dalian City regional brand ecosystem case analysis of the key factors affecting its built and tentative ideas and suggestions.In this paper, the basis listed domestic and foreign brand ecosystem-building theory and examples, integrated use of knowledge of branding, marketing, regional economics, ecology and other disciplines. First, the article the author explains and analysis have been related to the scope of this study the concept and theory of the formation is a brand ecological character on the basis of this analysis. This content points documentary research and indirect experience. Secondly, according to the previous content to draw the brand ecosystem formed a key factor. This section points is using the observation method. Finally, the theory is applied to the actual author system combing the brand community structure in Dalian City, the theoretical basis for use before guiding the formation of regional brand architecture and put forward the meaning of brand building. This section uses statistics and other methods of direct experience.