基于集群网络的区域品牌建设研究

发布时间：2018-06-21 04:13

本文选题：区域品牌 + 集群网络　；参考：《山东大学》2008年硕士论文

【摘要】： 我国产业集群经过多年的发展,形成了一定的规模和行业特色,也存在着很多不容忽视的问题,如区域内产品同质化、人力资源匮乏等。在市场竞争日趋激烈的今天,新产品层出不穷,企业生命周期日益缩短,“品牌建设”已经成为企业谋求生存和发展必不可少的环节。同样,如何推进品牌建设也成为我国产业集群所面临的一项具有战略意义的课题。区域品牌是区域生态环境、经济活力、文化底蕴、价值导向等的综合体现,能促进地区的经济发展。因为区域品牌的建设过程不仅提升了产业集群的整体形象,获得了单个中小企业难以获得的持续强大的品牌效应,而且能使产业集群内企业获得共同进化的机制,带动区域内其它企业的发展。由此,以产业集群为背景的区域品牌建设研究具有了显著的理论意义和现实意义。本文通过对以往文献的研究认为,区域品牌建立在产业集群的基础之上,是产业集群发展的高级形态,它虽然也强调企业间的竞争,但更多的是强调企业间以及企业同集群内其它组织的关系以达到集群组织间的协同合作,通过建立一种秩序来规范引导企业的行为,获得区域整体利益的最大化。本文试图把区域品牌建设这一复杂的工程放在集群网络这个系统中进行研究,探讨网络中各个成员在区域品牌建设的各个阶段如何相互配合,发挥自己的独特力量,以达到网络整体利益的最大化。国内外对于区域品牌的研究尚不成熟,现有文献大多针对区域品牌建设的某一方面提出相关建议。本文研究视角的创新点在于将区域品牌的建设过程与集群网络这一载体紧密联系在一起。此外,本文把区域品牌的建设视为产业优势形成、区域品牌营销、区域品牌维护等三个紧密相关,相互渗透的过程,将企业置于区域品牌建设系统的核心位置,把企业、政府、行业协会视为这一系列过程中相互依存、相互制约的行为主体,并在此基础上提出了区域品牌建设的一般模式。最后本文针对我国区域品牌建设普遍存在的问题提出了建议,对中国政府与企业更好地依托集群网络进行区域品牌建设有现实的指导意义。
[Abstract]:After years of development, China's industrial clusters have formed a certain scale and industry characteristics, and there are many problems that can not be ignored, such as the homogeneity of products in the region, the shortage of human resources and so on. With the increasingly fierce competition in the market, new products emerge in endlessly, the life cycle of enterprises is shortened day by day, "brand building" has become an indispensable link for enterprises to seek survival and development. Similarly, how to promote brand construction has become a strategic topic for China's industrial clusters. Regional brand is a comprehensive embodiment of regional ecological environment, economic vitality, cultural heritage and value orientation, which can promote regional economic development. Because the construction process of regional brand not only improves the overall image of industrial cluster, but also makes the enterprise in industrial cluster obtain the mechanism of coevolution, which is hard to obtain by single small and medium-sized enterprises. Drive the development of other enterprises in the region. Therefore, the research on regional brand building in the background of industrial cluster has significant theoretical and practical significance. In this paper, the author thinks that regional brand is the advanced form of industrial cluster development based on industrial cluster, although it also emphasizes the competition among enterprises. However, more emphasis is placed on the relationship between enterprises and other organizations in the cluster so as to achieve the cooperative cooperation among the cluster organizations. By establishing a kind of order to standardize and guide the behavior of enterprises, we can obtain the maximization of the overall interests of the region. This paper attempts to study the complex project of regional brand building in the cluster network system, and discuss how each member of the network can cooperate with each other in each stage of regional brand building and give play to its unique strength. In order to maximize the overall interests of the network. Domestic and foreign research on regional brand is not mature, most of the existing literature for regional brand building in one aspect of the relevant suggestions. The innovation of this paper lies in the close connection between the process of regional brand building and the carrier of cluster network. In addition, this paper regards the construction of regional brand as three closely related and permeating processes: the formation of industrial advantage, regional brand marketing and regional brand maintenance, which puts the enterprise in the core position of the regional brand building system, and puts the enterprise, the government, etc. The trade association is regarded as the subject of interdependence and mutual restriction in this series of processes and puts forward the general pattern of regional brand building on the basis of this. Finally, this paper puts forward some suggestions on the common problems of regional brand building in China, which has practical guiding significance for Chinese government and enterprises to better rely on cluster network for regional brand building.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】