Analysis of Brand Ecological Limiting Factor and Brand Development Strategy Take Tianjin City as an Example

Abstract

Brand ecology is a system of interaction between brands and the ecological environment they are attached to [1]. Brand ecological
factors are environmental factors that affect the survival and development of brands, which are generally classified into four categories:
economic ecological factors, social ecological factors, enterprise ecological factors and other ecological factors [2]. Ecological factors
do not exist in isolation, and the importance of each factor is different. This paper analyzes the ecological factors to determine the factors
that play a leading role. The empirical results show that technological innovation factors, material market factors, labor market factors,
passenger transport factors, consumer market factors have a significant impact on brand value. After the elimination of multicollinearity by
stepwise regression, it is concluded that technological innovation is the dominant factor affecting the brand value of Tianjin. Based on this, a
series of strategic suggestions for brand development are put forward.