摘要:近年来，随着品牌问题研究的日益复杂化，将生态学的相关理论和方法应用到品牌问题的探讨中已成为一种新的趋势。本文针对徐工集团进行的品牌生态系统关键要素及影响机理的研究，有助于企业明确品牌发展的不足，从而能从全局角度上对品牌加以建设和管理，提高企业的品牌竞争力。

　　　本文以徐工集团为研究对象，从品牌生态学角度出发，在对品牌生态系统的构建要素进行梳理后，初步勾勒出徐工的品牌生态系统模型，并从模型中提炼出关键要素，对关键要素的影响机理做了相关研究后得出以下结论：①徐工品牌生态系统包含宏观环境、支持环境、核心环境以及竞争环境要素四个方面，各方面包含不同的要素。②徐工品牌生态系统关键要素有政府、行业发展、产业园区、行业协会、高层管理者、顾客、供应商、技术研发、产品以及直接竞争者；③政府的影响机理是在项目推动、政策指导和财政支持三个方面，行业发展是从方向指引和整体市场效应上加以影响，产业园区的影响在于环境支持、园区推广和园区效应，高层管理者的影响体现在人员管理和战略制定上，顾客的影响机理是需求推动和口碑效应，供应商是在成本控制上加以影响，技术研发为徐工提供智力支持，产品则是在品牌象征和品质支撑上产生影响，而直接竞争者是从生产激励和战略借鉴两个方面体现其影响机理。④徐工品牌的生态化管理在宏观环境方面要利用好政府的项目推动，争取更多的财政支持，注重行业发展的整体市场效应；在支持环境方面要重视高层管理者，利用园区和行业协会促进品牌发展；在核心环境方面要满足顾客需求，创新技术，处理好与供应商的关系并保证产品质量；在竞争环境方面要利用好对手的生产激励和提供的战略借鉴，为品牌发展争取更大空间。

关键词 徐工集团；品牌生态系统；关键要素；影响机理

Abstract:In recent years, with the research of brand problems becoming more complex, applying relevant theories and methods of ecology to the problem of brand has become a new trend. This article focuses on the research on key factors influencing brand ecosystem and influential mechanism in view of XCMG which helps enterprise clear its weakness of brand development and enhance the brand competitiveness and the construction and management of the brand from the overall point of view. 

　　　From the perspective of brand ecology angle, XCMG is regarded as the research object in the construction of the brand ecosystem elements analysis，preliminarily draw the outline of the model of XCMG brand ecosystem and extract the key factors from the model. This article draws the following conclusion after some related researches on the key factors of influential mechanism： ①XCMG ecosystem consists of four factors：macro environment，protecting the environment，core environment and competitive environment.②The key aspects of XCMG ecosystem are government，industry development，industrial suppliers，technology research and development，products as well as direct competitors. ③Three aspects of the government's influential mechanism are project improvement，policy guidance and financial support. The industry development has influence over the guidance of direction and the effect of overall market. The influence of industrial park exists in the support of environment，the promotion and the effect of industrial park .The influence of top managers shows in the management of staff and the constitution of strategies. The influential mechanism of customers are forcemeat of demand and word-of-mouth effect. The impact of suppliers lies in the control of cost. Technology research and development provide intellectual support for XCMG，Product has impact on the brand symbol and quality support. Direct competitor reflects its impassive mechanism from productive incentives and strategic references.④ XCMG brand of ecological management for the macroeconomic environment to take advantage of good government project to promote and to strive for more financial support, focusing on the development of the industry's overall market effect; attention should be paid to senior managers in support of the environment, the use of the park and industry associations to promote the brand development; core environment to meet customer needs, innovative technology, relations with suppliers and ensure product quality; good opponent in a competitive environment to take advantage of production incentives and strategic learn to strive for greater space for brand development.

Keywords  XCMG Brand ecosystem Key elements Influencing mechanism