从自组织观看品牌、市场、资产的良性互动——TCL集团品牌、市场、资产良性互动的启示

View of Good Interaction among Brand,Marketing and Assets by Self-organizing Theory

任何一个处于开放状态的企业都是一个自组织系统,因此其发展变化都遵循着自组织系统的演化规律。即:当系统处于开放的前提下,从外部输入的物质、能量、信息达到一定程度时,受到内外部各种"随机涨落"的作用,通过各子系统之间相互协同和竞争,才会引起系统不断地循环演化。TCL集团品牌、市场、资产三者互动的过程,为现代社会的政治、经济环境、企业提供了一个自组织的环境,使企业在现有的环境下,发挥自身的优势取得更佳的社会经济效益。

Every enterprise in the state of being open is a self-organizing system. Both the change and the development follow the rule of the self-organizing system. that is, when the system is open, the materials, energy and information input from the outside reach a certain degree, every sub-system interacts and competes, and at the same time, it resists the action of various rise and fall, which has led to the system continuously cyclical change. The process of the interaction of the brand, market, assets of TCL is the process of the self-organizing. By the self-organizing theory, taking TCL as an example, this article discusses the good interaction among the brand, the marketing and the assets. It considers that the environment of the modern society, such as political, economic environment and so on, gives the enterprise a kind of self-organizing condition. Based on it this the paper probes into such issues: how an enterprise should expert its advantages, make full use of the current conditions and get the best benefit both socially and economically.