The brand study experienced three stages of replacement or overlapping technology, personality, communication. And for the process of interaction with the brand, it spells out a complete paradigm-like effect (Hellmann, 2003). The brand described as a form of communication, which makes the system concept is popular again. Brands have a social nature and are a holistic system that is constantly in exchange with the external environment. They have a clear desire to self-preserve, develop, and integrate the behavior of all participants (Otte, 1993). All brand an organization to observe the phenomenon as a whole, from the outside to give the impression of great closed and the internal order, which has the attributes of the system. As the 'mass media system', as it can be called 'branded systems' (Luhmann, 1996).
This article first reviews related existing research with 'the brand system as a communication', especially how companies should build their brand systems in the context of global brands and economic globalization. In the perspective of Niklas Luhmann's social system theory, this article takes the brand communication phenomenon of Chinese State-owned Enterprises（SOEs） as the research object, summarizes the brand communication status of Chinese SOEs, analyzes their brand communication paradigms and systems, and answer the following questions：(1) What is the brand communication system of Chinese SOEs? (2) What kind of logic and order follow in the brand system as a communication? (3) How can the theory of brand communication system be combined with empirical research?
This article designs a research programs based on the above research questions and combines with 10 SOEs brand and communication department heads to conduct in-depth interviews with the topic of 'brand communication system construction' and the SASAC (China SOEs Regulation Department) documents (2013-2020) for content analysis, using qualitative analysis research methods, to summarize the status of brand communication in China SOEs: (1) Proposal and target vision of world-class demonstration enterprises; (2) Status of internal and external publicity and the division of global brands; (3) Closure and internal order of the brand system.
The in-depth study of the issues from the macro theory of social system theory and the reality of globalization process, while using case studies and benchmarking analysis to verify the rationality of the choice and logic of the brand communication paradigm of central enterprises. The conclusion of this article suggests that how Chinese central enterprises build their brand communication systems under the current situation of global brands and economic globalization need to start from the following aspects: (1) building a reasonable and efficient brand communication system framework; (2) from the perspective of market economy Benchmarking standards with world-class brands to further adapt to the global competition situation; (3) Fully measure the current competition form and differentiation from the perspective of social system theory, and incorporate the complicated and complicated phenomena in the spread of central enterprise brand into a systematic theoretical framework to explain. Finally, this research aims to contribute to the theoretical and empirical research of brand communication systems using Chinese SOEs as samples.