辽宁沿海经济带区域品牌发展研究

发布时间：2018-05-13 11:59

本文选题：辽宁沿海经济带 + 区域品牌　；参考：《经济研究参考》2014年28期

【摘要】：发展区域品牌有利于提高辽宁沿海经济带产业集群的竞争力,推动本地区经济发展。本文分析了辽宁沿海经济带区域品牌发展呈现的特点:区域品牌发展不平衡,有影响的区域品牌数量不多;自主创新能力不足,区域品牌竞争力有待提高;区域品牌定位缺乏特色,没有形成整合优势;区域品牌营销推广力度不够、影响力不足。在此基础上提出了辽宁沿海经济带区域品牌发展战略,即制定区域品牌发展规划;提高自主创新能力,增强区域品牌竞争力;明确区域品牌定位,提升区域品牌价值;开展整合营销传播,扩大区域品牌影响。
[Abstract]:The development of regional brand is helpful to improve the competitiveness of Liaoning coastal economic belt industrial cluster and promote the regional economic development. This paper analyzes the characteristics of regional brand development in Liaoning coastal economic belt: unbalanced regional brand development, small number of regional brands with influence, insufficient independent innovation ability, and regional brand competitiveness need to be improved. The regional brand positioning lacks the characteristic, does not form the conformity superiority; the regional brand marketing promotion dynamics is insufficient, the influence is insufficient. On this basis, the paper puts forward the regional brand development strategy of Liaoning coastal economic belt, that is, to formulate the regional brand development plan, to improve the independent innovation ability, to enhance the regional brand competitiveness, to define the regional brand positioning, and to promote the regional brand value. Carry out integrated marketing communication and expand regional brand influence.
【作者单位】：渤海大学管理学院;
【基金】：辽宁省社会科学规划基金项目(L13AGL001、L13BJL008)的阶段研究成果
【分类号】：F273.2

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