福州拖鞋产业集群品牌构建探讨

发布时间：2018-06-20 10:13

本文选题：拖鞋 + 产业集群　；参考：《厦门大学》2009年硕士论文

【摘要】： 产业集群对区域经济的发展至关重要。集群品牌是促进集群发展的重要因素,在壮大集群规模和提升实力的同时,也能给群内品牌提供一个良好的发展平台与施展空间;而群内品牌的打造与发展,反过来也会进一步增强集群品牌的影响力。本文对位于福州市仓山区内的拖鞋产业群(以下简称福州拖鞋产业集群)实际发展状况进行深入分析。该集群主要由中小企业构成,产品档次较低;工厂间缺乏应有的合作与沟通,集群内竞争激烈;虽然是中国较大的拖鞋出口基地,但是没有规模效应。集群整体缺乏创新能力,品牌意识较差,没有明显的竞争优势。集群内几乎没有著名品牌,集群本身也不具备品牌形象。通过借鉴其他地区产业集群品牌经营经验,结合福州拖鞋集群的现状以及集群品牌形成条件,从而为该集群品牌构建提出一条更好的思路。鉴于福州拖鞋产业集群的现状,本文认为要构建该集群品牌:首先,集群内企业从产品质量做起,提高品牌载体的知名度与美誉度,并树立起品牌意识,自发地产生品牌创立的愿望;其次,行业协会积极参与促进产业集群品牌正面形象的树立,同时要协助企业解决品牌创建过程中的问题;第三,地方政府应该有相关的措施扶持产业集群的良性发展,从而真正创建起集群品牌。
[Abstract]:Industrial cluster is very important to the development of regional economy. Cluster brand is an important factor to promote the development of cluster. It can also provide a good development platform and development space for the brand in the cluster while strengthening the scale and enhancing the strength of the cluster, and the building and development of the brand in the cluster. In turn, it will further enhance the impact of cluster brands. In this paper, the actual development of slipper industry cluster in Cangshan District of Fuzhou City is analyzed. The cluster is mainly composed of small and medium-sized enterprises with low product grade, lack of cooperation and communication among factories, and fierce competition in the cluster. Although it is a large export base of slippers in China, there is no scale effect. The whole cluster lacks the innovation ability, the brand consciousness is poor, does not have the obvious competitive advantage. There are almost no famous brands in the cluster, and the cluster itself does not have a brand image. By referring to the brand management experience of other regional industrial clusters, combining with the present situation of Fuzhou slippers cluster and the forming conditions of the cluster brands, a better way of thinking is put forward for the brand construction of the cluster. In view of the present situation of Fuzhou slippers industrial cluster, this paper thinks that we should construct the brand of this cluster: first, the enterprises in the cluster should start from the product quality, improve the popularity and reputation of the brand carrier, and establish the brand consciousness. Secondly, the industry association is actively involved in promoting the establishment of a positive image of the brand in industrial clusters, while assisting enterprises to solve the problems in the process of brand creation. Third, Local governments should have relevant measures to support the benign development of industrial clusters, so as to truly create cluster brands.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.86

【引证文献】