品牌生态系统复杂适应性及协同进化研究

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1、群蒜惫⑧天津大薯中国近代第～所大学博士学位论文m■啊●■●I■■：科j：●哪■叫a■■_一级学科：管理科学与工程学科专业：管理科学与工程作者姓名：殷红春指导教师：汪波教授天津大学研究生院2005年12月ABSTI认CTTheeraofbrandeconomyhasbeencoming，sincevarietiesofbrands，closelyrelatedtoourclothingandliving，floodeverycomeroftheworld．Asanimportanttypeofthei

2、mmaterialassets，brandsplayanextremelykeyroleintheeconomysystem．Brandsnotonlyembodytheenterprisecorecompetitionforce，butalsosymbolizetheeconomystrengthofanationoraregion．EventhatlargeamountofbrandsoutsideflowoverintothenationortheregionCanbringgreatthre

3、atsontheeconomicalsecurity．NowthatthebrandstrategyinOurcountryhasjustappeared，muchpuzzlesandmisunderstandingsdoexistinbreedingbrands．Andtheseproblemscan’tbesolvedwiththetraditionalbrandmanagementtheories．Ifsurveyingcarefullythebrandsystem，weCallfindtha

4、ttheworldofthebrandhasthesimilarlivingphenomenatothat·ofthenature．Livingness，adaptationandcomplexityaretheintrinsiccharacteristicsofthebrandecologicalsystem．Thesynergeticevolutiontheory,mingledbyecologyandcomplexsystemscience，isappliedtostudythephenome

5、na，characteristics，natureandrulesofthesynergeticevolutionofbrandecologicalsystem，whichwillbringmoreilluminationonthemanagerofthebrands．Whensolvingtheaboveproblems，newfieldsarepioneeredatthebrandmanagementtheory．Therefore，theresearchinthepaperismeaningf

6、ulbothintheoryandinpractice．Beginningwiththeconceptionandcomponentsofthebrandecologicalsystem，thepaperfirstlydiscussesthelivingnatureofbrands．Anditrevealsthemechanismofbrandsbreedingandtheessenceofthebrandscompetitionwiththeprincipleofthebrandecologica

7、lfactorsandthetheoryofbrandniche．BasedonreviewingthebasiccontentsofCAStheory,thepaperexpoundsthecomplexadaptationofthebrandecologicalsystemandconstructsatwo．dimensionevaluationmodeltoscalehowmuchthebrandspeciesadapttootherspeciesandtheenvironmentinthep

8、rocessofbrandecologicalsystemevolution．Asfollows，theconception，mechanismandmodeofsynergeticevolutionofthebrandecologicalsystemarestated．Thelengthwaysandtransversesynergyofthebrandecologicalsystemleadtothegenerationofthebrandgatheringand