基于复杂适应性的青岛市品牌生态系统协同进化研究

发布时间：2018-07-28 09:25

【摘要】：当今社会进入了品牌经济时代,品牌与我们的生活息息相关,是企业实力和国家实力的重要体现。通过对品牌系统的研究可以发现,品牌系统与自然界生态系统极为相似。基于生态学的视角,结合品牌的本性特点“生命性、适应性和复杂性”,研究整个品牌生态系统的演化进程,综合品牌管理、生态学、进化论、自组织及复杂适应系统等理论的精华,并使之有机统一于“复杂适应”这一主线之下,将会给品牌管理带来全新的思路。青岛被誉为“品牌之都”,拥有海尔、海信、澳柯玛、青岛啤酒、崂山矿泉水、琅琊台酒等一系列享誉全国的品牌。在2014年6月25日世界品牌实验室发布的2014年《世界500最具价值品牌》中,海尔(第172)和青岛啤酒(第350)赫然在列。本文通过青岛市品牌生态系统的复杂适应性和协同进化研究,并选取了具有代表性的青岛酒水饮料业和家电业作为实证研究的对象,来分析青岛市品牌系统的适应性和协同性,发现其存在的问题,进而提出青岛市品牌生态系统未来发展的建议。本文共分为六章,第一章绪论,是全文的纲要。第二章在论述品牌生态系统相关理论的基础上,对品牌生态系统的定义、构成和一般发展规律进行了论述,从理论上说明了品牌生态系统的特征与原理。第三章在对品牌生态系统的适应性与复杂性本质就行分析研究的基础上,构建了一个品牌适应度二维评价模型,并利用青岛市酒水部饮料行业对其进行了实证研究。第四章从理论角度上论述品牌生态系统的协同进化概念和机理,构建了品牌生态系统协同度评价模型,并用青岛市家电行业对其进行了实证研究。第五章选取青岛市这一较为典型的区域品牌生态系统,分析了其品牌生态系统存在的问题,利用建立的模型其适应性与协同性进行了评价,发现其存在的问题,并提出构建了未来青岛市品牌协同发展的措施。第六章对本文的研究进行了总结,分析了论文还存在的不足,并提出未来研究的方向和内容。
[Abstract]:Nowadays, the society has entered the era of brand economy. Brand is closely related to our life and is an important embodiment of enterprise strength and national strength. Through the research of brand system, we can find that brand system is very similar to natural ecosystem. Based on the ecological perspective, combined with the natural characteristics of the brand "life, adaptability and complexity", this paper studies the evolution process of the whole brand ecosystem, integrated brand management, ecology, evolution. The essence of the theory of self-organization and complex adaptive system, which can be integrated under the main line of "complex adaptation", will bring brand management a new way of thinking. Qingdao is known as the "brand capital", with Haier, Hisense, Aucoma, Tsing Tao Beer, Laoshan mineral water, Langyatai wine and a series of well-known brands. Haier (172nd) and Tsing Tao Beer (350th) are listed in the 2014 World 500 most valuable Brand released by World Brand Labs on June 25, 2014. In this paper, the complex adaptability and co-evolution of Qingdao brand ecosystem are studied, and the representative Qingdao liquor and beverage industry and home appliance industry are selected as the objects of empirical study to analyze the adaptability and synergy of Qingdao brand system. Find its existing problems, and then put forward suggestions for the future development of Qingdao brand ecosystem. This article is divided into six chapters, the first chapter is the introduction, is the outline of the full text. The second chapter discusses the definition, constitution and general development law of brand ecosystem on the basis of discussing the related theories of brand ecosystem, and explains the characteristics and principles of brand ecosystem theoretically. On the basis of analyzing the nature of adaptability and complexity of brand ecosystem, the third chapter constructs a two-dimensional evaluation model of brand fitness, and makes an empirical study on it by using the beverage and beverage industry in Qingdao. The fourth chapter discusses the concept and mechanism of co-evolution of brand ecosystem from the theoretical point of view, constructs the evaluation model of brand ecosystem synergy, and makes an empirical study on it with Qingdao household appliance industry. The fifth chapter selects Qingdao, a typical regional brand ecosystem, analyzes the problems existing in its brand ecosystem, evaluates its adaptability and synergy by using the established model, and finds out the existing problems. And proposed the future Qingdao brand coordinated development measure. Chapter six summarizes the research of this paper, analyzes the shortcomings of the paper, and puts forward the direction and content of the future research.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F279.27;F273.2

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