随着经济全球化及资源环境压力的逐步增强,传统产业的低成本价格优势已经丧失,品牌尤其是强势品牌将成为未来市场竞争的主要武器,品牌价值的高低也将成为衡量国家及企业核心竞争力的重要指标。然而,由于目前缺乏对自主品牌价值演化的系统客观认知,造成现实中对自主品牌的价值测度存在一定的差异性。因此,本文引入自组织理论,阐述了品牌系统的自组织性,剖析了自主品牌价值演化的自组织机理,提出了“经济新常态”下提升品牌价值,增强企业核心竞争力的建议:宏观上,需要政府各部门提供良好的物质、能量及信息等外部政策环境;微观上,品牌所属企业应充分发挥组织协调功能,促使品牌系统各利益相关者实现品牌价值共创。 With the gradual increase of economic globalization and the pressure of resources and environment, the low-cost price advantage of traditional industries has been lost. Brands, especially strong brands, will become the main arms of future market competition. The value of the brand will also become a measure of the core competition between countries and enterprises An important indicator of force. However, due to the current lack of systematic objective cognition of the evolution of independent brand value, there is some discrepancy in reality between the measure of value of self-owned brands. Therefore, this article introduces the theory of self-organization, elaborates the self-organization of brand system, analyzes the self-organization mechanism of self-owned brand value evolution and puts forward the suggestion of enhancing the brand value and enhancing the core competitiveness of the enterprise under On the macro level, government departments need to provide good external environment such as material, energy and information. On the micro level, the enterprises affiliated with the brand should give full play to the function of organization and coordination and promote the brand value creation of all stakeholders in the brand system.