Research on the Formation Process Mechanism of Brand Ecosystem Based on Dynamic Capability Perspective:A Case of Renhe Group
In the era of digital economy,the construction of brand ecosystem provides a strong support for the sustainable development of brands,but the research on the internal mechanism of its formation is insufficient.Based on the dynamic capability perspective,Renhe Group is selected as the research object,and the formation process mechanism of the brand ecosystem is summarized through the vertical deconstruction of its years of brand development history.The research found that:(1)the brand ecosystem is essentially a closed loop open ecosystem based on digital technology platform,with close cooperation of multiple stakeholders and collaborative development of brand groups;(2)the formation process of a brand ecosystem will experience the growth characteristics of"point—line—plane",which includes"cultivating the brand core circle(market disruption)—developing the brand industry circle(industry chain integration)—forming the brand ecosystem(value co creation)";(3)in the process of forming the brand ecosystem,the dynamic capabilities of enterprises show the evolution of core capabilities such as"market breaking ability—industrial chain integration ability—value co-creation ability".The theoretical framework finally formed in this paper can provide some reference for the construction of enterprise brand ecosystem in the era of digital economy.
brand ecosystemdynamic capabilityRenhe Groupcase study
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