产业集群品牌建设策略研究

发布时间：2018-08-07 17:59

【摘要】：产业集群品牌凝聚着产业集群内企业的共同属性、价值等核心要素,是促进区域经济发展的良好载体。目前,我国的产业集群品牌建设还存在着诸多共性问题:产业集群缺乏具有核心内涵的集群品牌,品牌建设大多缺乏明确的思路和整体安排,普遍存在对集群品牌重使用、轻维护、不建设的行为,产品同质化竞争严重,创新能力不足,等等。针对上述问题,提出了产业集群品牌建设策略:明确集群品牌建设主体和品牌培植模式,形成品牌建设规划;加强集群企业协同管理,建立和提升品牌联动效应;建立集群品牌识别系统,规范集群品牌管理机制;建立和完善有利于产业集群品牌塑造的公共服务载体。最后,以沈阳装备制造产业集群为例,探讨了推进产业集群品牌建设的具体对策。
[Abstract]:Industrial cluster brand condenses the common attribute and value of enterprises in industrial cluster and is a good carrier to promote the development of regional economy. At present, there are still many common problems in the brand construction of industrial clusters in China: the lack of cluster brands with core connotation, the lack of clear ideas and overall arrangement of brand construction, and the widespread reuse of cluster brands. Light maintenance, non-construction behavior, product homogenization competition, innovation capacity, and so on. Aiming at the above problems, this paper puts forward the strategy of brand building in industrial cluster: defining the main body and mode of brand building in cluster, forming brand building plan, strengthening cooperative management of cluster enterprises, establishing and promoting the linkage effect of brand; Establish the cluster brand identification system, standardize the cluster brand management mechanism, establish and perfect the public service carrier which is conducive to the brand shaping of industrial cluster. Finally, taking Shenyang equipment manufacturing industry cluster as an example, the concrete countermeasures to promote the brand construction of industrial cluster are discussed.
【作者单位】：辽宁生产力促进中心;东北大学工商管理学院;
【基金】：国家火炬计划面上项目(2013GH550160) 国家科技支撑计划(2102BAH25F00) 辽宁省教育厅一般项目(wj2013044) 辽宁省科技厅软科学项目(2013401028)
【分类号】：F273.2

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