A Computational Experiment-Based Study on the Evolution of Third-Party Brand Building Behavior

Based on the learning mechanism of enterprises and the application of the theories and methods of computational experiment, this paper builds a simulation model of the multi-subject brand building behavior with the joint participation of the government, the public and the third-party institutions within the region, and studies the interactive operation between the enterprise and third-party institutions and the dynamic evolution law of brand building behavior of enterprises through the model and computational experiment. The study has two major findings: (1) The implementation of third-party operation in brand building means the introduction of market-oriented mechanism to brand building and the transformation of the direct responsibility of an enterprise into an indirect economic responsibility, which explains the mechanism of existence of third-party brand building institutions and proves the importance and necessity of third-party brand building; (2) The cooperation model in which the enterprise can make a subjective and dynamic decision on the costs of third-party brand building is more in line with the development needs of third-party brand building.