Management Study on Brand Ecosystem with Ecological Viewpoints

摘要：

By applying documentary research method, this paper discusses the concept of brand ecosystem management, analyses the mutual adaptive and co-evolution principle in brand ecosystem management, that is, the limiting factors, the environment capacity and the adaptive and co-evolution effect of the brand ecosystem. It also makes a study on the population relations, niche principle and the relations between complexity and stability. The paper concludes that the scientific management of brand ecosystem should match with the concerned adaptive principle, interaction and co-evolution principles of biological creatures.

关键词： Brand Ecosystem Brand system Mutual adaptation Co-evolution

作者: WANG Nian

作者单位: School of Management, Wuhan University of Technology, Wuhan, PR.China 430070

会议类型: 国际会议

会议名称: The 5th International Conference on Product Innovation Management(第五届产品创新管理国际会议 ICPIM 2010)

会议地点: 武汉

会议语种:英文

页码: 1321-1324

在线出版日期: 2010-07-10（万方平台首次上网日期，不代表论文的发表时间）