产业集群品牌生态系统的构成、特征及演化

产业集群品牌生态系统的形成和发展过程是系统成员自适应、自协调、自组织的协同演化过程,这种协同演化存在于各个层次包括品牌个体、品牌种群、品牌群落和外部环境之间,是一种"多层嵌套"、"多项因果"的演进体系。本文借助生态学语言,采用隐喻的研究方法,阐述了产业集群品牌生态系统的构成成分、层次、要素和空间结构,分析了产业集群品牌生态系统的特征及演化机理,借用生物学中生命周期理论探讨了产业集群品牌生态系统的演化过程与一般规律。关于产业集群品牌生态系统演化的研究,包含着许多具有价值的政策含义,对集群品牌和企业品牌发展有着重要的指导意义。

The formation and development of brand ecosystem of industrial clusters is a co-evolution process of self adaptation, self coordination and self organization of their members. The co-evolution is a ＂multi-level nested＂ evolution system including a number of causes and effects. It exists between enterprise brands, between brand populations, and also between brand com- munities and the external environment. This article describes the composition, constituent elements and spatial structure of brand ecosystem of industrial clusters in ecological language by the metaphor research methods. It also discusses the charac- teristics and the evolution mechanism of brand ecosystem of industry cluster. Referencing the theory of life cycle in biology, the article discusses the evolution process and general rules of brand ecosystem of industrial clusters. The study contains many valuable policy implications and has important guiding significance for the cluster brand and enterprise brand.