区域品牌及其建设对策研究

发布时间：2018-04-02 13:23

本文选题：区域品牌　切入点：外部性　出处：《浙江师范大学》2008年硕士论文

【摘要】： 产品品牌,对企业而言是给消费者的承诺,同时也是一种竞争策略;对消费者而言是产品的质量保证,同时也是一种精神和生活享受。然而,打造自有品牌通常需要付出巨大代价,许多企业往往对此心有余而力不足。与产品品牌密切相关又有差异的区域品牌,是一种“区域内公共物品”,它在区域内搭建了良好的品牌平台,各类企业都可借助该平台获得品牌效应,得以迅速发展。同时区域品牌在实现产业升级、延长集群生命周期、促进区域经济发展等方面也有重要作用。但是现实经济生活中,区域品牌存在着株连危机、使用上的搭便车、相关企业缺乏密切合作、产权不清以及监管乏力等问题。这些问题的产生,既有客观因素,也有主观缘由。从客观角度看,区域品牌的公共物品属性,使外部不经济成为可能。从主观角度看,管理者主体的缺失,会助长企业在使用区域品牌上的不良行为。运用囚徒困境博弈、匀质无限次博弈、非匀质无限次博弈等方法分析,可以发现:建设区域品牌不能光靠某一方面的力量,而需要企业在微观层面,行业协会在中观层面,政府在宏观层面齐心协力,共同推进,还需要社会其他层面的监督约束。第一,企业在微观层面推进区域品牌建设。加强建设区域品牌的意识,重视产品质餐,加强与其他企业的合作。同时有能力的企业也要尝试建立自有品牌,这也是规避区域品牌株连危机的有效措施。第二,行业协会在中观层面推进区域品牌建设。行业协会往往在龙头企业的推动下建立,并成为区域品牌管理维护的主体,成为政府授权的区域品牌的主要建设者。其主要作用是:进行区域品牌的营销,为相关企业提供品牌服务,加强区域品牌的管理。在管理过程中,编码可追溯制值得推广,通过这种与外界联动的信息反馈机制,能够更好地制约企业在使用区域品牌时的不良行为。第三,政府在宏观层而推进区域品牌建设。虽然市场经济要求政府不直接介入微观经济,但并不意味着政府在建设区域品牌过程中无作为。一方面地方政府应完善区域品牌经营的软环境,如界定区域品牌产权、制定相关法规等。另一方面,应完善区域品牌经营的硬环境,即加强有利于区域品牌发展的基础设施建设。第四,社会其他层面推进区域品牌建设。区域品牌的建设不应仅局限于企业、行业协会和地方政府,社会其他层面也是重要的外部监督约束力量,如消费者监督、宣传舆论导向等,都可以有效地制止损害区域品牌的行为。理论研究的最终目的是为了实践应用。本文最后以“金华火腿”这一著名区域品牌作为典型案例进行剖析,通过规范研究与实证分析相结合的方法,可以进一步深化理论探索。
[Abstract]:Product brand is not only a promise to consumers, but also a competitive strategy, and a guarantee of product quality, as well as a spirit and life enjoyment for consumers.However, building their own brands often comes at a high price, and many companies tend to have more than they can do.The regional brand, which is closely related to and different from the product brand, is a kind of "public goods within the region". It has set up a good brand platform in the region, and all kinds of enterprises can obtain the brand effect with the help of the platform and can develop rapidly.At the same time, regional brands also play an important role in realizing industrial upgrading, prolonging cluster life cycle and promoting regional economic development.However, in real economic life, regional brands are in crisis, free rider, lack of close cooperation, unclear property rights, weak supervision and so on.The emergence of these problems has both objective factors and subjective reasons.From the objective point of view, the public goods attribute of the regional brand makes the external diseconomy possible.From the subjective point of view, the absence of managers will encourage enterprises to use regional brand bad behavior.By using the methods of Prisoner's Dilemma Game, homogeneous Infinite Game, Non-homogeneous Infinite Game and so on, it can be found that the construction of regional brand can not rely on the strength of one aspect alone, but requires the enterprise to be at the micro level and the trade association to be at the meso level.The government makes concerted efforts at the macro level and advances together. It also needs supervision and restraint from other levels of society.First, enterprises in the micro-level to promote regional brand building.Strengthen the awareness of building regional brands, attach importance to product quality meal, and strengthen cooperation with other enterprises.At the same time, the competent enterprises should try to establish their own brand, which is also an effective measure to avoid the crisis of regional brand line.Second, industry associations in the meso-level to promote regional brand building.Industry associations are often established under the impetus of leading enterprises, and become the main body of regional brand management and maintenance, and become the main builders of regional brands authorized by the government.Its main function is to carry on the regional brand marketing, to provide the brand service for the related enterprise, and to strengthen the management of the regional brand.In the management process, the traceability system of coding is worth popularizing. Through this kind of information feedback mechanism with the outside world, it can better restrict the bad behavior of the enterprise in using the regional brand.Third, the government at the macro level and promote regional brand building.Although the market economy requires the government not to directly intervene in the micro economy, it does not mean that the government has nothing to do in the process of building regional brand.On the one hand, the local government should perfect the soft environment of regional brand management, such as defining the property right of regional brand, making relevant laws and regulations, etc.On the other hand, we should perfect the hard environment of regional brand management, that is, strengthen the infrastructure construction which is conducive to the development of regional brand.Fourth, other levels of society to promote regional brand building.The construction of regional brands should not be limited to enterprises, trade associations and local governments, other levels of society are also important external supervision constraints, such as consumer supervision, publicity, public opinion, etc.Can effectively stop the damage to regional brand behavior.The ultimate purpose of theoretical research is to practice and apply.In the end, the famous regional brand "Jinhua Ham" is taken as a typical case to be analyzed. Through the combination of normative research and empirical analysis, the theoretical exploration can be further deepened.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】