Research On The Developmentof JMC Ford Light Commercial Bus/Van Brand Community Ecosystem

The sudden outbreak of COVID-19 has had an unimaginable impact on the world,accelerating changes unseen in a century.Affected by the epidemic,more and more enterprises have been eliminated.Among the 88 automobile enterprises counted by the China Association of Automobile Manufacturers,25 of them produced less than 500 vehicles in the first 10 months of 2020,indicating an increasingly obvious industry division.Strong grass is tested by high winds;true gold is tested by fire.In the face of the COVID-19 epidemic,JMC Ford Light commercial Bus/Van React quickly and step forward.Its modified Transit Negative Pressure Ambulance rushed to Wuhan in the first time.It was called "Extra Large Mobile N95" by the media and won the honor of "The First Vehicle in the Fight Against the epidemic".As the first light commercial Bus/Van in China,JMC Ford Light commercial Bus/Van brand,has a certain typicality in its entrepreneurship and development.In the body of the case,this paper gives a detailed and objective description of the birth background,development process and development status of JMC Ford light commercial Bus/Van brand,from which we can more accurately grasp the development path of JMC Ford light commercial Bus/Van brand,brand ecological circle.This paper mainly adopts the method of case study to study the development process of the brand ethnic ecosystem in the field of light merchant vehicles of JMC.Firstly,the author collected and sorted out the relevant literature and materials about the brand ethnic ecosystem at home and abroad,and summarized the existing research results at home and abroad.Through the analysis the author found that the study of ethnic groups and brand ecosystem at home and abroad are basically in the different enterprise brand and brand cooperation,for a single enterprise internal brand ethnic ecosystem building research are very few,therefore the author hope to JMC automobile light series as the research object,analysis of domestic enterprises in the internal brand in the exploration and practice experience of the construction of ethnic ecosystem.This can provide some suggestions for the development and expansion of Chinese enterprises.So in order to achieve the research objectives,the author through the interview of JMC automobile website and working people of JMC automobile light commercial vehicles guest series entire generalizes the development and the thorough analysis,and based on the research of brand ecosystem of ethnic group theory of JMC Ford light passenger brand ecosystem build process are analyzed.Based on the analysis of the brand,the author made a specific analysis of the external and internal environment of JMC Ford light commercial Bus/Van vehicles,and found out the problems existing in the development process of the ecological circle of JMC Ford light commercial Bus/Van series brand.And from the upstream,middle and downstream of the brand ecosystem construction,the optimization scheme of JMC Ford light commercial Bus/Van brand ecosystem construction in the future is proposed.