The Collaborative Co-construction Process Of Virtual Enterprise Brand Based On The Zhagen Paradigm

The efficient resource integration ability of virtual enterprise meets the market demand,which makes virtual enterprise become the mainstream enterprise mode in the21 st century.Virtual enterprise involves the attributes of multiple enterprises,which provides the organizational foundation for virtual enterprise brand collaboration.This study takes the primary data of 8 enterprises as the main data and uses zhagen paradigm to study the brand collaborative phenomenon of virtual enterprise.In the qualitative research stage,five core categories emerged in the coding process,namely brand collaborative basis,brand collaborative driving factors,brand collaborative mode,brand collaborative guarantee means and brand collaborative effect,and reached saturation.The main body of virtual enterprise brand collaboration should be strong dominant enterprise and stable affiliate enterprise,and their resources are matched.High-quality brand and high-quality production resources are mastered by different enterprises.Virtual enterprise brand collaboration can make full use of resources of multiple members and realize complementary advantages.The incomplete control of franchisee enterprises over affiliate enterprises promotes the development of brand collaborative activities.Virtual enterprise brand collaboration can be divided into four ways: brand agency,brand extension,brand attachment and brand association.With the improvement of the level of collaboration,the four ways of brand collaboration show an evolutionary trend from brand extension to brand association.Brand management system,measures to maintain cooperative relationship,measures to control asset risks,measures to promote the competition of alliance members,informatization level of brand coordination,production management measures,risk control measures,and confidentiality management measures of alliance enterprises affect the sustainability of brand collaboration of virtual enterprises.Virtual enterprise brand collaboration includes three dimensions: inter-brand collaboration,resource collaboration and informatization collaboration.Based on the results of the first study,we built the rocket model of the brand associative process of virtual enterprise,and comprehensively integrated the foundation,driving factors,collaborative methods,guarantee means and brand collaborative effect of virtual enterprise brand collaboration.In the quantitative stage,based on the results of the qualitative stage,a quantitative evaluation model of brand collaborations of virtual enterprises is constructed by AHP.Based on the practice phenomenon of virtual enterprise,the research explores the process of virtual enterprise brand collaboration,helps virtual enterprise understand the mechanism of virtual enterprise brand collaboration,so as to develop personalized brand collaboration mode.The establishment of the evaluation model of virtual enterprise brand collaboration makes virtual enterprise know the level of brand collaboration,and provides a basis for the formulation of brand collaborative strategy of virtual enterprise,and improve the level of brand management of virtual enterprise.