Research On Brand Ecosystem Management Mechanism Of Fast Retailing Industry

In recent years, the ecology has been developing rapidly and been applied in various research fields, concluding brand research. The brand ecological management is not only the latest development of the brand theoretical research, but also a relatively new research direction. From the perspective of ecological bionic, this paper analyzes and explores the brand problem, which not only enrich the theory of brand system, but also has very important practical significance to the guidance of the practice of brand management.Today, fast retailing industry has a rapid development and still exists the huge market potential and space. Though the application of the ideas and methods of brand ecological management, fast retailing industry brand ecosystem is bound to more effectively coordinate system internal relationship among the brand enterprise, supply chain enterprise, the consumer and media organizations. It would improve the orderly flow of the energy and the efficient allocation of resources, which could enhance the growth of the industry brand.This paper firstly introduces the concept and the connotation of brand ecological management, and combs the domestic and international related research theory and clarifies the development of the theory of brand ecological management. Apart from this, some relevant theories, such as self-organizing theory, traditional brand theory, and the theory of modern ecology also has carried on the interpretation, which for to lay a theoretical foundation for the rest of the article.Next, this paper deeply analyzes the connotation, characteristics, present situation and the development characteristics of the fast retailing industry. It presents the following features:fast retailing industry market potential and industry concentration degree are great; Brand awareness and the efficiency of marketing are more and more important, and manufacturers and retailers are starting to pay attention to the consumer research investment; There exist traditional forms and a variety of new sales channels.In addition, the fast retailing industry brand ecosystem analysis are from two dimensions of space and time. The concept of spatial dimensions including structure, economic structure, political structure, brand structure and behavior of life culture structure in five aspects. In the time dimension, fast retailing industry’s brand ecosystem as well as other systems, there is also a life cycle, divided into initial, growth period, mature period and recession, and presents different characteristics at each stage.Finally, based on the analysis of fast retailing industry’s brand operation principle and system function of ecological management, it proposes that system dynamic mechanism mainly includes the policy, law, economic law and social psychological. To make the system more orderly development, it must restraint each member in the institution, interest, responsibility. In addition, the brand ecological management of the fast retailing industry still needs to be some other security mechanisms, for example, intensify policy support and encourage sales channels innovation; accurately analyze the customer needs, position accurate brand of enterprise own; dredge the information dissemination channels, and ensure the quality of the product; learning mechanism should be established to strengthen the organic interaction among the inner members in the system.At this point in this paper, it builds out the brand ecological management mechanism, including operational mechanism, constraint mechanism and guarantee mechanism. Although there are still many defects and deficiencies, the preliminary exploration indeed lays a good foundation for further study.