Research On Brand Influence And Evaluation Model Of Virtual Enterprise Based On Classical Grounded Theory

When we study brand,we find that in the process of transforming product competition into brand competition,many brands flash in the pan,so brand is more and more valued by enterprises.At the same time,the enterprises are in the situation of internationalization of international competition and internationalization of domestic competition.It is difficult for local enterprises to stand in the forest of world brands only by products themselves.Therefore,it is very important to establish brand,develop brand,maintain brand and extend brand,and then to establish brand lasting influence is even more important.Starting from the communication mode and influencing factors between the leaderships and the leaderships,this paper analyses the brand influence of virtual enterprises,studies the important role of the brand in the leaderships' restraint,and analyses the relationship between the leaderships and the leaderships at different stages of development,and explores the operation mechanism between the leaderships and the leaderships.Based on the grounded theoretical research method,this paper finds that the influence of virtual enterprise is the influencing factor.It analyses the brand from three dimensions: brand recognition,brand development,brand positioning and brand influence,and then forms the cognition of brand construction.The core of this paper is the development process of the four virtual enterprises: Metis Bongwei,Hengyuanxiang,Piggy Banner and Wanzefeng.The influencing factors of virtual enterprise are analyzed from three dimensions brand recognition,brand development,brand positioning and brand influence.Brand influence is a further supplement to brand building and a favorable channel for the leader to control the members of the alliance,which lays a theoretical foundation for further research on virtual enterprises.From the perspective of brand influence,based on the classical grounded theory,this paper will construct a brand influence and evaluation model of virtual enterprise,and use analytic hierarchy process to test the model and verify the research process.The analysis shows that the model has a good effect on the evaluation of brand influence.It can effectively sort out the brand of virtual enterprise,guide the management of brand marketing of virtual enterprise,and provide reference basis and decision support for it.