基于产业集群的区域品牌可持续发展研究

发布时间：2018-05-26 08:44

本文选题：产业集群 + 共有产权　；参考：《浙江师范大学》2008年硕士论文

【摘要】： 产业集群是区域产业发展的一种重要模式。经过20余年的酝酿和发展,我国许多地方相应的形成了基于产业集群的区域品牌。集群区域品牌同企业品牌一样重要,能够给消费者提供产品信息、影响消费者的心理偏好,进而使消费者倾向于消费集群内的产品,为产业集群的发展提供有利条件。但是由于集群区域品牌的共有产权特性,企业对其使用不可避免的会出现过度使用甚至滥用的情况,在信息不对称的情况下,集群区域品牌更是会趋于劣化,从而引起产业集群快速衰退甚至消亡。在理论部分,本文运用产权经济学的分析方法,以共有产权会导致租金消散为基本理念,对现实中出现的集群区域品牌滥用及其后果进行了经济学分析;再运用信息经济学,对集群区域品牌出现劣化的原因及方式进行了论证;最后结合信息经济学、产权经济学、产业经济学,论证了通过打造企业品牌来解决区域品牌问题的有效性。在实证方面,本文在论述过程中引用了“金华火腿”、“绍兴黄酒”、“永康保温杯”等案例,并在最后部分,又对“温州皮鞋”区域品牌作了较为全面的动态研究。本文首先对集群区域品牌、集群区域品牌资产进行了概念上的界定,并分析了集群区域品牌的产权性质。运用博弈论、产权经济学等理论,对现实中区域品牌存在的被滥用现象进行了深入的分析,探讨了集群区域品牌被滥用的后果。其次,本文分析了集群区域品牌劣化的风险。由于集群区域品牌的共有产权性质,在信息不对称的情况下恶性的机会主义行为,会导致区域品牌的快速劣化。同时还运用了阿克洛夫“柠檬市场”模型,分析了产业集群区域品牌不断趋于劣化的过程。再次,从现实观察出发,发现有企业品牌支撑的集群区域品牌不容易出现被滥用与劣化,提出了通过打造企业品牌来解决集群区域品牌问题的观点,分析了影响产业集群中企业品牌产生的因素,并阐述了通过打造企业品牌来解决集群区域品牌问题的机理。最后,本文针对集群区域品牌使用时会出现的问题,相应的提出了一些政策建议。以“温州皮鞋”作为案例,考察与分析了区域品牌产生、劣化与升华的一个过程。
[Abstract]:Industrial cluster is an important mode of regional industrial development. After more than 20 years of brewing and development, many places in China have formed regional brands based on industrial clusters. Cluster regional brand is as important as enterprise brand, it can provide consumers with product information, influence consumer's psychological preference, and then make consumers incline to the products in the consumer cluster, and provide favorable conditions for the development of industrial cluster. However, due to the common property characteristics of cluster regional brands, the use of cluster regional brands will inevitably lead to excessive use or even abuse. In the case of information asymmetry, cluster regional brands will tend to deteriorate. As a result, industrial clusters decline rapidly and even die out. In the theoretical part, this paper uses the analysis method of property right economics, taking the common property right will cause rent dissipation as the basic idea, carries on the economic analysis to the cluster regional brand abuse and its consequence in reality, and then uses the information economics. The reasons and methods of regional brand deterioration in cluster are demonstrated. Finally, combining with information economics, property economics and industrial economics, the paper demonstrates the effectiveness of building enterprise brand to solve the regional brand problem. In the case of demonstration, this paper cites "Jinhua Ham", "Shaoxing Yellow Rice Wine", "Yongkang Insulation Cup" and so on, and in the last part, makes a more comprehensive dynamic research on the regional brand of "Wenzhou leather shoes". In this paper, the concept of cluster regional brand and cluster regional brand equity are defined, and the property rights of cluster regional brand are analyzed. Based on the theory of game and property economics, this paper makes a deep analysis of the abuse of regional brand in reality, and discusses the consequences of the abuse of regional brand in cluster. Secondly, this paper analyzes the risk of regional brand deterioration. Because of the common property right of regional brand in cluster, the vicious opportunistic behavior under the condition of asymmetric information will lead to the rapid deterioration of regional brand. At the same time, the Akerlof "lemon market" model is used to analyze the process of regional brand deterioration in industrial clusters. Thirdly, from the point of view of reality, we find that the cluster regional brand supported by enterprise brand is not easy to be abused and degraded, and put forward the viewpoint of how to solve the problem of cluster regional brand by building enterprise brand. This paper analyzes on the factors influencing the production of enterprise brands in industrial clusters, and expounds the mechanism of how to solve the regional brand problems of industrial clusters by creating enterprise brands. Finally, this paper puts forward some policy suggestions in view of the problems of brand use in cluster area. Taking Wenzhou leather shoes as an example, this paper investigates and analyzes a process of regional brand formation, deterioration and sublimation.
【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】