品牌生态流的评价指标与运动规律的探索

An Exploration about the Evaluation Index and Flow Regularity of Brand Ecological Flow

品牌已经成为当代企业构建核心竞争力的一个重要的影响因素和途径,而融合生态系统理论形成的品牌生态观,为企业提供了一个除了优胜劣汰观念之外的,相互依存、共同进化的品牌理念,以及打造企业核心竞争力的思路。在这个新的思路中,品牌生态流是实现品牌生态圈功能的主要载体。通过研究构成品牌生态流的信息流、能量流和物质流等三种流,以及三种流的路径、方向、强度和速率四项评价指标,探索品牌生态流的迁变、模糊分界、积累、扩散、递减、放大、网络化等共性化的运动规律和三种流各自个性化的运动规律,为构建协调发展、共同进步的现代企业品牌生态系统提供帮助。

Brand has become the important influences and approaches for building the core competitiveness to modern enterprises, and the brand ecology standpoint which mirrored with ecological system theory can explore a new path for the enterprises to build core competitiveness. The new path not only covers the point of Survival of the Fittest, but also includes the point of interdependency and convolution. In the new theory, the concept of brand ecological flow is the main and specific medium to achieve the system＇s function. By studying the path, the direction, the intensity and the rate of the three flow that are information flow, energy flow and substance flow, and discussing the flow pattern of brand ecological flow in common, such as transmutation, fuzzy boundaries, accumulate, dissipation, decline, amplification, networking and the personalized brand ecological flow. The general model of brand ecological flow can be delineated. That model may help the modern enterprises＇ brand management for their stable development and common progress.