产业集群品牌建设对消费者行为的影响研究

发布时间：2018-11-10 09:10

【摘要】：在经济全球化的大环境下，产业集群得到了迅速的发展，逐渐成为了一种世界性的经济现象，产业集群不仅能提高产业整体的竞争力，还能使集群内企业实现有效的互补合作，发挥资源共享，同时增加了企业的创新力，在推动区域性经济中起到了举足轻重的作用，这也是如今国内外对其极为重视的主要原因。同时，集群发展到一定规模必然会形成一个集群的品牌，集群品牌具有普通单体品牌所无法达到和模仿的竞争优势。但目前国内对其的研究尚处于探索阶段，大多局限于定性的指导研究，缺乏定量的有对照的规范的对其作用机理进行解释和验证，并且缺乏从微观的角度解释其对消费者行为的影响，在指导实践时没有说服力。本研究通过对中西方产业集群理论、产业集群概念、消费者行为理论的相关研究进行回顾、整理、分析后，提出了产品感知质量在集群品牌形象对消费者购买行为产生影响的过程中起到了中介变量作用的假设。从微观的角度研究集群品牌形象的作用机理，在结合相关文献资料和基础理论提出假设之后，采用规范的实验法，以“重庆涪陵榨菜”和“江西景德镇瓷器”作为研究样本，进行定量研究、检验和分析，从而起到填补现存理论不足及在建设集群品牌中的指导作用。同时，在本次研究中，，创新性地把知识产权作为集群品牌形象的一个评价维度，并且在实验中，将消费者的购买行为作为因变量，集群产品的知识产权保护作自变量进行回归分析，得到的结果是显著的，肯定了知识产权保护对于建设集群品牌的重要性。另外，本研究利用实证得来的结果，结合对消费者的实际访谈及相关文献的研读，得到了一些对于我国产业集群品牌建设的建议和启示，最后从政府、集群、企业三个层面进行了系统论述。
[Abstract]:Under the environment of economic globalization, industrial clusters have developed rapidly and become a worldwide economic phenomenon. Industrial clusters can not only improve the competitiveness of the industry as a whole, but also enable enterprises in the cluster to realize effective complementary cooperation. Sharing resources and increasing the innovation power of enterprises play an important role in promoting regional economy, which is the main reason that domestic and foreign enterprises attach great importance to it. At the same time, the cluster development to a certain scale will inevitably form a cluster brand, the cluster brand has a common single brand can not achieve and imitate the competitive advantage. However, at present, the domestic research on it is still in the stage of exploration, most of which are limited to the qualitative guidance research, and lack of quantitative and normative explanation and verification of its action mechanism. And the lack of microcosmic explanation of its impact on consumer behavior is not persuasive in guiding practice. This study reviews, collates and analyzes the theories of industrial clusters, the concept of industrial clusters and the theory of consumer behavior in China and the West. The assumption that product perceived quality plays an intermediary role in the process of the impact of cluster brand image on consumer purchasing behavior is proposed. In this paper, the mechanism of cluster brand image is studied from the micro perspective. After putting forward the hypothesis by combining the relevant literature and basic theory, we adopt the standard experimental method and take "Chongqing Fuling mustard" and "Jiangxi Jingdezhen porcelain" as the research samples. Quantitative research, inspection and analysis are carried out to fill in the existing theoretical deficiencies and guide the construction of cluster brands. At the same time, in this study, the intellectual property rights are innovatively regarded as an evaluation dimension of the brand image of the cluster, and in the experiment, the purchase behavior of consumers is regarded as dependent variable. The result of regression analysis of the intellectual property protection of cluster products is significant, which confirms the importance of intellectual property protection in building cluster brands. In addition, this study makes use of the empirical results, combined with the actual interviews to consumers and the study of relevant literature, and gets some suggestions and inspiration for the brand construction of industrial clusters in China. Finally, from the government, cluster, Three levels of enterprise are systematically discussed.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55

【参考文献】