The Research About Partner Selection Mechanism Of New Venture's Brand Alliance

Brand alliance is an important method for new ventures who want to build a strong brand,enhance brand equity and brand competitiveness,which establish those enterprises' market position.Generally,for new ventures,they regard the strategic partner selection in brand alliance as the key link for coalition formation.How to choose partners and establish partner selection standards for new ventures will relate to the stability and success of brand alliance.From the perspective of the CAS theory,this paper took new venture as the study object while combined the domestic and foreign research achievements about brand alliance and CAS theory.And it also used the analysis method of multi-agent modeling.Combined with case study and computational experiment,this thesis analyzed the brand alliance system,came up with the partner selection standards of brand alliance and studied the partner selection mechanism of new ventures' brand alliance.And then it provided the theoretical guidance for new ventures to select partners.The contents are as follows,First of all,based on the CAS theory,this paper explored the complex adaptive characteristics and the system structure of brand alliance system,and it described the relationship between adaptive agent subsystem and environment subsystem.The partner selection procedure and process of brand alliance system was analyzed to explain the selection and evaluation between the core enterprise and candidate enterprises.The conceptual model of partner selection mechanism was built to reveal the essence of partner selection in brand alliance.Secondly,this paper used the exploratory case to analyze the process for new venture to select the partners in A household alliance.Combined with relevant literatures and field research,the partner selection standards of brand alliance were put forward including brand alliance fit,brand equity,marketing ability,relationship commitment and compatibility.Thirdly,the partner selection micro model(Stimulus-response Model)and macro model(Echo Model)of brand alliance system were proposed on the basis of the basic models in CAS theory.The micro model concretely analyzed the enterprise agent behaviors in brand alliance system,and the echo model matching score was used to describe the interaction among the enterprise agents.The interaction was identical to the two-way selection or the mutual evaluation.Finally,In order to simulate the partner selection mechanism of brand alliance,this thesis adopted the computational experimental method and applied the NetLogo5.2.1 software platform.The results showed that the external environment change has influence on the alliance strategy choice to new venture and brand alliance formation.New ventures more likely united with the mature enterprises whose relationship commitment is higher than others,and new venture's brand equity could influence the evaluation from cooperative enterprises to new venture.So new ventures must possess high relationship commitment and brand alliance fit to join the brand alliance.New venture's properties only associated with brand alliance fit and its own brand equity,while the impacts on the types,quantities,and characteristics of the partnerships were not obvious.