基于产业集群的城市品牌建设研究

发布时间：2018-03-09 14:52

本文选题：城市品牌　切入点：产业集群　出处：《厦门大学》2008年硕士论文　论文类型：学位论文

【摘要】： 城市品牌是品牌的一种,具有品牌的一般性和本质特征,即品牌的独特性和易分辨性。城市品牌的建设是城市经济的一项技术革命和营销策略,对提升城市产业竞争力有着不可替代的作用。城市品牌能够改变消费者心理偏好,影响消费者行为,使消费者倾向于消费某一城市产业的产品,为产业集群的发展提供有利条件。城市品牌不仅可以提高产业集群的整体竞争力,对产业集群的发展提出新的要求,还能反哺于集群内企业品牌和产品品牌的发展,促进产业集群升级,打造产业集群的国际知名度。城市内的企业依靠强大的城市品牌影响力,借助城市品牌的绚丽光环,可以大幅度的提高企业产品的销售量,降低企业的销售成本,提高企业业绩,进而促进企业品牌的树立,同时企业品牌的建立,进一步扩大了城市品牌的知名度和美誉度。但是,从我国大多数城市的发展实践来看,多数企业经营者还没有充分认识到城市品牌建设对企业的积极意义,他们只看到企业间的竞争关系,没有认识到企业间还存在着动态的合作关系。在此背景下,本文在吸收和借鉴国外有关理论和实践的基础上,结合中国目前的实际情况,对基于产业集群下的城市品牌建设作了深入研究,希望能为我国城市政府进行城市品牌建设提供理论基础和政策指导。文章概括了产业集群与城市品牌的内涵和特征,论述了产业集群的发展与城市品牌建设之间的互动关系,指出了我国城市品牌建设过程中存在的主要问题,最后在对城市品牌建设过程中企业行为进行博弈分析的基础上,提出了解决城市品牌建设问题的对策建议。
[Abstract]:Urban brand is a kind of brand, which has the general and essential characteristics of the brand, that is, the unique and distinguishable of the brand. The construction of urban brand is a technological revolution and marketing strategy of urban economy. Urban brand can change consumer's psychological preference, influence consumer's behavior and make consumers tend to consume the products of a certain city industry. Urban brands can not only improve the overall competitiveness of industrial clusters, put forward new requirements for the development of industrial clusters, but also feed back the development of enterprise brands and product brands in clusters. Promoting the upgrading of industrial clusters and creating the international visibility of industrial clusters. Depending on the strong influence of urban brands and the brilliant aura of urban brands, enterprises in cities can greatly increase the sales volume of their products. Reducing the cost of sales, improving the performance of the enterprise, and then promoting the establishment of the enterprise brand, at the same time, the establishment of the enterprise brand has further expanded the popularity and reputation of the city brand. However, from the development practice of most cities in China, most business operators have not fully recognized the positive significance of urban brand construction to enterprises, they only see the competitive relationship among enterprises. Do not realize that there is still a dynamic relationship between enterprises. Under this background, on the basis of absorbing and drawing lessons from the relevant theories and practices of foreign countries, combined with the actual situation in China, this paper makes a deep research on the urban brand construction based on the industrial cluster. The author hopes to provide theoretical basis and policy guidance for urban brand construction in China. This paper summarizes the connotation and characteristics of industrial cluster and urban brand, discusses the interactive relationship between the development of industrial cluster and urban brand construction, and points out the main problems existing in the process of urban brand building in China. Finally, on the basis of game analysis of enterprise behavior in the process of urban brand building, the countermeasures and suggestions to solve the problem of urban brand construction are put forward.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F299.2

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