现代企业品牌生态管理模式研究

Research on Ecological Management Mode of Modern Enterprise Brand

品牌是分辨企业优劣、区分产品种类、阐释产品归属的重要标志,早已从单调的产品载体转变成多样性复杂的载体,真正变成了企业核心竞争能力的集中表现。本文首先阐释了品牌生态管理的基本内涵,并从多方面论述了品牌生态管理的主要特点,进而从生态系统架构、生态关系辨别、生态关系管理三个维度,深入探究了现代企业品牌生态管理模式。以期为各大企业实施品牌生态管理提供有利依据,为企业长久发展奠定良好基础。

Brand is an important symbol to distinguish the advantages and disadvantages of enterprises,distinguish product categories,and explain the attribution of products.It has already changed from a monotonous product carrier to a complex carrier,which has truly become a concentrated performance of the core competitiveness of enterprises.This paper first explains the basic connotation of brand ecological management,and discusses the main characteristics of brand ecological management from many aspects,and then deeply explores the modern enterprise brand ecological management mode from three dimensions:ecosystem structure,ecological relationship identification and ecological relationship management.In order to provide a favorable basis for the implementation of brand ecological management by major enterprises,and lay a good foundation for the long-term development of enterprises.