名牌群落效应在区域品牌培育中的作用机理研究
发布时间：2018-08-13 20:37
【摘要】： 自20世纪80年代以来,在我国的东南沿海一些经济发达地区出现了一大批产业集群,其生产规模较大、产业链条完备,区域内资源优势明显,知名企业众多。从其形成与发展历程来看,在这些具有竞争优势的产业集群中,都有知名的区域品牌存在;并有相当数量的名牌产品或名牌企业诞生,形成名牌群落,这与自然界中生态种群,生态群落的演进过程十分相似。 通过系统梳理散落在各个领域的零星研究成果,本研究将单体名牌效应理论和品牌生态学理论综合应用于名牌群落研究,认为名牌群落既有单体品牌的效应,同时作为一个类生态群落,又具有群落内部最基本的关系。据此将名牌群落效应概括为吸聚与扩散效应、协作效应与竞争效应四个方面。并根据我国典型产业群演化和发展过程的相关记载,将名牌群落的吸聚效应定义为名牌群落对区域内外资源的吸引作用和对衍生企业和配套服务机构的吸引作用;将名牌群落的扩散效应定义为区域内名牌企业大量聚集对区域形象、产业形象、行业内其他企业发展的影响作用以及消费者对产品认知的影响作用;将名牌群落的协作效应定义为名牌群落内各企业之间为降低成本、共享资源、增加收益而共同展开的协作活动;将名牌群落的竞争效应定义为名牌企业之间为寻求更有利的生态位置在市场、技术、资源等方面存在的相互竞争态势。 基于此,本研究着力探讨基于产业集群的区域品牌形成过程中名牌群落效应对其形成和创建是否存在影响作用,明确名牌群落效应在区域品牌形成过程中的作用机理。 此外,通过文献研究及对我国典型产业群发展经历分析发现,区域品牌的性质及其对公共政策的需求客观上决定了区域品牌的创建必须有政府参与其中并发挥主导作用。另一方面,行业协(商)会在名牌群落的发展过程中发挥了积极的促动作用,使大量名牌企业从谋求自身发展逐渐转变为名牌群落整体发展,在激烈的市场竞争中协同作战开拓市场,促进区域经济发展,提升区域的整体形象,有利于区域品牌的培育和创建。因此,探讨各地政府、行业协(商)会组织和集群企业,尤其是集群中的名牌企业、龙头企业如何以一种合力培育区域品牌对于推动区域经济发展、解决我国产业集群持续发展和升级问题意义重大。 本研究将名牌群体效应、政府作用、行业协(商)会作用、区域品牌纳入一个分析框架,综合讨论四者之间可能存在的相互影响关系,提出“名牌群落效应——区域名牌”作用机理模型。模型共涉及四个构面的内容,构面之间存在的因果关系、调节关系交织在一起,将产业区域内大量聚集的名牌企业所形成的群落效应对区域名牌的培育和构建的错综影响过程和演进路径基本勾勒出来。 基于浙江温州305家企业及福建泉州200家企业的调查数据,研究发现:1)名牌企业大量聚集后所形成的名牌群落的吸聚效应、扩散效应和协作效应对于区域品牌的创建发挥着积极的正向影响作用;而名牌群落的竞争效应对于区域品牌培育的影响作用虽然在统计上显著,却与预想的作用方向相反;2)在区域品牌培育和构建的过程中,政府作为区域内的公共服务机构同样发挥了不容忽视的重要作用,这一作用表现为与低程度的政府作用相比,高程度的政府作用增强了名牌群落所产生的各种效应对于区域品牌的正向影响。政府能否积极有效的发挥其行政作用,能否及时地为企业提供政策支持和导向服务对于产业集群内名牌企业的发展壮大,区域经济实力和竞争能力的提升,以及区域品牌的构建影响重大;3)产业集群培育区域品牌的过程中,行业协(商)会作为非官方的民间中介组织发挥了不容忽视且不可替代的重要作用,这一作用表现为与低程度的行业协会作用相比,高程度的行业协会作用增强了名牌群落所产生的各种效应对于区域品牌的正向影响。即行业协会组织在提供行业信息、进行行业自律、协调各方关系以及开展区域营销方面所发挥的作用越突出、越积极,越有利于集群内企业的发展壮大,利于集群对内增强经济实力,对外提高竞争能力和区域影响力。 根据研究结论本文建议:1)在培育和创建区域品牌的过程中,要建立以企业为主导、政府推动、行业协(商)会组织参与协调的区域品牌建设机制,以技术为先导、质量为核心、企业为主体、市场为导向共同推进名牌战略的实施,全面提高产业集群的整体经济水平和市场竞争力,进而培育具有全国乃至世界影响力的知名品牌,打造符合区域经济特色的强势品牌;2)名牌群落中的知名企业或非知名企业应该善于借势,借助群落的名牌效应以及群落内知名企业的影响力和良好形象,打造自身的特色产业和特色品牌,寻求差异化的企业发展路径,在进行品牌战略的规划和实施过程中应该注意协调、善于有效利用彼此之间特色优势,集中力量打造自身的名牌产品,名牌企业;3)在区域品牌培育、创建及维护过程中,政府应该发挥好其“掌舵者”的作用,行业协(商)会作为产业区域内企业成员的“代言人”,应该发挥好其“护航者”的作用。
[Abstract]:Since the 1980s, a large number of industrial clusters have appeared in some economically developed areas along the southeast coast of China. They have large production scale, complete industrial chain, obvious regional resource advantages and numerous well-known enterprises. Brand exists, and a considerable number of famous brand products or famous brand enterprises are born, forming a famous brand community, which is very similar to the evolution process of ecological population and ecological community in nature.
By systematically combing the sporadic research results scattered in various fields, this study applies the single brand effect theory and brand ecology theory to the study of famous brand community. It is considered that the famous brand community not only has the effect of single brand, but also has the basic relationship within the community as a kind of ecological community. According to the relevant records of the evolution and development process of typical industrial clusters in China, the attraction effect of famous brand communities is defined as the attraction of famous brand communities to the resources inside and outside the region and the attraction to the derivative enterprises and supporting service institutions. The diffusion effect is defined as the regional image, industrial image, the influence of other enterprises in the industry and the influence of consumers on product cognition; the cooperation effect of the famous brand community is defined as the joint development of enterprises in the famous brand community to reduce costs, share resources and increase profits. The competition effect of the famous brand community is defined as the mutual competition situation among the famous brand enterprises in order to seek a more favorable ecological position in the market, technology and resources.
Based on this, this study focuses on the formation of regional brand based on industrial clusters in the formation process of the famous brand community effect on its formation and creation of whether there is an impact, clear brand community effect in the formation of regional brand mechanism.
In addition, through literature research and analysis of the development experience of typical industrial clusters in China, it is found that the nature of regional brands and their demand for public policies objectively determine that the government must participate in the creation of regional brands and play a leading role. Promoting the role of a large number of famous brand enterprises from seeking their own development gradually into the overall development of famous brand community, in the fierce market competition to cooperate to open up the market, promote regional economic development, enhance the overall image of the region, is conducive to the cultivation and creation of regional brands. It is of great significance for enterprises, especially the famous brand enterprises in clusters, to cultivate regional brands with a joint effort to promote regional economic development and solve the problems of sustainable development and upgrading of industrial clusters in China.
In this study, the group effect of famous brand, the role of government, the role of trade associations (chambers of commerce) and the role of regional brands are integrated into an analytical framework. The possible interaction among the four is discussed comprehensively. A mechanism model of "famous brand community effect - regional famous brand" is proposed. The interweaving of the relationship of regulation and adjustment basically outlines the intricate process and evolution path of the community effect of the large number of famous brand enterprises gathered in the industrial region on the cultivation and construction of regional famous brand.
Based on the survey data of 305 enterprises in Wenzhou, Zhejiang Province and 200 enterprises in Quanzhou, Fujian Province, the study finds that: (1) the attraction effect, diffusion effect and collaboration effect of famous brand community formed by large number of famous brand enterprises have a positive effect on the creation of regional brand; and the competitive effect of famous brand community has a positive effect on regional brand cultivation. Although the impact of education is statistically significant, it is contrary to the expected direction; 2) In the process of regional brand cultivation and construction, the government, as a regional public service agency, has also played an important role that can not be ignored. This role is manifested in the fact that compared with the role of low-level government, the role of high-level government has enhanced its reputation. Whether the government can actively and effectively play its administrative role, whether it can provide timely policy support and guidance services for enterprises will have a positive impact on the development and growth of famous brand enterprises in industrial clusters, the promotion of regional economic strength and competitiveness, and the construction of regional brands. Significant; 3) In the process of cultivating regional brands in industrial clusters, trade associations (chambers of commerce) as an unofficial non-governmental intermediary organizations play an important role that can not be ignored and irreplaceable. Compared with the role of low-level trade associations, the role of high-level trade associations enhances the various effects produced by the famous brand community for The positive impact of regional brand is that the more prominent and active the role of trade association organizations in providing industry information, conducting industry self-discipline, coordinating the relationship between various parties and carrying out regional marketing, the more beneficial it is to the development and expansion of enterprises in the cluster, the more beneficial it is to the enhancement of economic strength within the cluster, and the improvement of competitiveness and regional influence outside the cluster.
According to the conclusions of the study, this paper suggests: 1) In the process of cultivating and creating regional brands, it is necessary to establish a regional brand building mechanism with enterprises as the leading factor, government as the driving force, trade associations (chambers of commerce) organizing and participating in coordination, technology as the leading factor, quality as the core, enterprises as the main body, market as the guide, to jointly promote the implementation of the famous brand strategy and comprehensively improve the industry. The overall economic level and market competitiveness of the cluster, and then cultivate national and world-wide influential well-known brands, to create strong brands in line with regional economic characteristics; 2) well-known enterprises or non-well-known enterprises in the famous brand community should be good at taking advantage of the advantages of the community's famous brand effect and the influence of well-known enterprises in the community and good. In the process of brand strategy planning and implementation, we should pay attention to coordination, make good use of each other's characteristic advantages, concentrate on building our own famous brand products and enterprises; 3) in the process of regional brand cultivation, establishment and maintenance. The government should play a good role as the "helmsman" and the trade associations (chambers of commerce) should play a good role as "escorts" for the members of enterprises in the industrial areas.
【学位授予单位】：吉林大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F273.2;F279.2;F224
本文编号：2182118
[Abstract]:Since the 1980s, a large number of industrial clusters have appeared in some economically developed areas along the southeast coast of China. They have large production scale, complete industrial chain, obvious regional resource advantages and numerous well-known enterprises. Brand exists, and a considerable number of famous brand products or famous brand enterprises are born, forming a famous brand community, which is very similar to the evolution process of ecological population and ecological community in nature.
By systematically combing the sporadic research results scattered in various fields, this study applies the single brand effect theory and brand ecology theory to the study of famous brand community. It is considered that the famous brand community not only has the effect of single brand, but also has the basic relationship within the community as a kind of ecological community. According to the relevant records of the evolution and development process of typical industrial clusters in China, the attraction effect of famous brand communities is defined as the attraction of famous brand communities to the resources inside and outside the region and the attraction to the derivative enterprises and supporting service institutions. The diffusion effect is defined as the regional image, industrial image, the influence of other enterprises in the industry and the influence of consumers on product cognition; the cooperation effect of the famous brand community is defined as the joint development of enterprises in the famous brand community to reduce costs, share resources and increase profits. The competition effect of the famous brand community is defined as the mutual competition situation among the famous brand enterprises in order to seek a more favorable ecological position in the market, technology and resources.
Based on this, this study focuses on the formation of regional brand based on industrial clusters in the formation process of the famous brand community effect on its formation and creation of whether there is an impact, clear brand community effect in the formation of regional brand mechanism.
In addition, through literature research and analysis of the development experience of typical industrial clusters in China, it is found that the nature of regional brands and their demand for public policies objectively determine that the government must participate in the creation of regional brands and play a leading role. Promoting the role of a large number of famous brand enterprises from seeking their own development gradually into the overall development of famous brand community, in the fierce market competition to cooperate to open up the market, promote regional economic development, enhance the overall image of the region, is conducive to the cultivation and creation of regional brands. It is of great significance for enterprises, especially the famous brand enterprises in clusters, to cultivate regional brands with a joint effort to promote regional economic development and solve the problems of sustainable development and upgrading of industrial clusters in China.
In this study, the group effect of famous brand, the role of government, the role of trade associations (chambers of commerce) and the role of regional brands are integrated into an analytical framework. The possible interaction among the four is discussed comprehensively. A mechanism model of "famous brand community effect - regional famous brand" is proposed. The interweaving of the relationship of regulation and adjustment basically outlines the intricate process and evolution path of the community effect of the large number of famous brand enterprises gathered in the industrial region on the cultivation and construction of regional famous brand.
Based on the survey data of 305 enterprises in Wenzhou, Zhejiang Province and 200 enterprises in Quanzhou, Fujian Province, the study finds that: (1) the attraction effect, diffusion effect and collaboration effect of famous brand community formed by large number of famous brand enterprises have a positive effect on the creation of regional brand; and the competitive effect of famous brand community has a positive effect on regional brand cultivation. Although the impact of education is statistically significant, it is contrary to the expected direction; 2) In the process of regional brand cultivation and construction, the government, as a regional public service agency, has also played an important role that can not be ignored. This role is manifested in the fact that compared with the role of low-level government, the role of high-level government has enhanced its reputation. Whether the government can actively and effectively play its administrative role, whether it can provide timely policy support and guidance services for enterprises will have a positive impact on the development and growth of famous brand enterprises in industrial clusters, the promotion of regional economic strength and competitiveness, and the construction of regional brands. Significant; 3) In the process of cultivating regional brands in industrial clusters, trade associations (chambers of commerce) as an unofficial non-governmental intermediary organizations play an important role that can not be ignored and irreplaceable. Compared with the role of low-level trade associations, the role of high-level trade associations enhances the various effects produced by the famous brand community for The positive impact of regional brand is that the more prominent and active the role of trade association organizations in providing industry information, conducting industry self-discipline, coordinating the relationship between various parties and carrying out regional marketing, the more beneficial it is to the development and expansion of enterprises in the cluster, the more beneficial it is to the enhancement of economic strength within the cluster, and the improvement of competitiveness and regional influence outside the cluster.
According to the conclusions of the study, this paper suggests: 1) In the process of cultivating and creating regional brands, it is necessary to establish a regional brand building mechanism with enterprises as the leading factor, government as the driving force, trade associations (chambers of commerce) organizing and participating in coordination, technology as the leading factor, quality as the core, enterprises as the main body, market as the guide, to jointly promote the implementation of the famous brand strategy and comprehensively improve the industry. The overall economic level and market competitiveness of the cluster, and then cultivate national and world-wide influential well-known brands, to create strong brands in line with regional economic characteristics; 2) well-known enterprises or non-well-known enterprises in the famous brand community should be good at taking advantage of the advantages of the community's famous brand effect and the influence of well-known enterprises in the community and good. In the process of brand strategy planning and implementation, we should pay attention to coordination, make good use of each other's characteristic advantages, concentrate on building our own famous brand products and enterprises; 3) in the process of regional brand cultivation, establishment and maintenance. The government should play a good role as the "helmsman" and the trade associations (chambers of commerce) should play a good role as "escorts" for the members of enterprises in the industrial areas.
【学位授予单位】：吉林大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F273.2;F279.2;F224
【引证文献】
相关博士学位论文 前1条
1 郭忠强;基于产业集群的区域品牌发展战略研究[D];吉林大学;2012年
，本文编号：2182118
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