Abstract: The construction of a brand ecosystem is of great strategic significance for latecomer enterprises to enhance their competitiveness and achieve catch-up and surpassing. However, the existing researches lack a systematic exploration of the process and mechanism of building a brand ecosystem for latecomer enterprises. From the perspective of resource action and organizational change synergy, this study conducts a longitudinal case analysis of the growth process of the Mingdao brand ecosystem, and delves into the theoretical logic and development laws behind it. The research results indicate that the growth of the brand ecosystem of latecomer enterprises has gone through the stages of constructing the core brand circle of the main product, cultivating the brand industry circle of cross-border innovation, and forming a diversified symbiotic brand ecosystem. In this process, driven by different motives, resource actions and organizational changes work together to promote the advancement of enterprise capabilities, which is the core mechanism for accelerating the formation of a brand ecosystem. The goal of building a brand ecosystem for latecomer enterprises has gradually expanded from strengthening the competitiveness of core products to breaking through industry boundaries, accelerating the collaborative empowerment of multiple entities and brand co-creation, and ultimately forming a systematic competitive advantage. Based on the above research conclusions, latecomer enterprises should attach great importance to the selection of opportunity windows and maintain a keen perception of external situations. They should assess the situation and promote the iteration and sustainable development of the brand ecosystem. Attention should also be paid to the adaptability of resource actions and organizational changes to ensure the efficient construction of the brand ecosystem.

Key words: latecomer enterprises, brand ecosystem, resource action, organizational change