基于产业集群理论的“海宁皮革”区域品牌管理研究

发布时间：2018-04-02 10:38

本文选题：海宁皮革　切入点：产业集群　出处：《西南交通大学》2009年硕士论文

【摘要】： 产业集群作为一种介于企业和市场之间的产业空间组织形式,已经对地区经济发展产生深刻的影响,将来还会发挥更为积极的作用。相对于具有全球影响力的国外产业集群,我国产业集群的影响力和品牌知名度都不够高,缺乏一些具有国际竞争力的产业集群。而区域品牌作为区域中共享的无形资产,它能够为每一个相关企业带来利益,是产业集群发展到一定经济阶段的必然产物。为促进我国产业集群的发展,提高我国产业集群的竞争力和世界知名度,打造区域品牌是有效的途径之一。以优秀的品牌效应促进集群良性循环的发展,从而提高产业集群整体竞争力。本论文以区域经济发展中的热点问题为切入,以浙江海宁皮革产业集群为研究对象展开分析。论文在介绍了产业集群的相关理论观点后,从海宁皮革产业集群的发展状况和特点出发,分析了“海宁皮革”区域品牌的形成要素和存在的问题,结合区域品牌建设的相关理论,为该区域品牌制定了有针对性的品牌发展策略,包括强化政府和行业协会在品牌建设中的职能作用,建设区域品牌文化,丰富品牌传播手段,加强对区域品牌的保护、创新和可持续发展能力。这对其他正在建设中的区域品牌具有一定的参考价值。
[Abstract]:Industrial clusters, as a form of industrial spatial organization between enterprises and markets, have had a profound impact on regional economic development and will play a more active role in the future. The influence and brand popularity of China's industrial clusters are not high enough, and lack of some internationally competitive industrial clusters. As an intangible asset shared in a region, regional brands can bring benefits to every related enterprise. In order to promote the development of industrial clusters in China, to improve the competitiveness of industrial clusters in China and the popularity of the world, it is the inevitable outcome of the development of industrial clusters to a certain economic stage. Building regional brand is one of the effective ways to promote the development of cluster virtuous circle with excellent brand effect, thus improve the overall competitiveness of industrial cluster. This paper focuses on the hot issues in the development of regional economy, and analyzes the leather industry cluster in Haining, Zhejiang Province. Based on the development and characteristics of Haining leather industry cluster, the forming elements and existing problems of Haining leather regional brand are analyzed, and the relevant theories of regional brand construction are combined. The development strategy of regional brand includes strengthening the function of government and trade association in brand building, building regional brand culture, enriching the means of brand communication, and strengthening the protection of regional brand. Innovation and sustainable development ability. This has certain reference value for other regional brands under construction.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.85

【引证文献】