基于企业视角的产业集群品牌竞争力研究

发布时间：2018-11-04 17:52

【摘要】：我国产业集群经过一段时间的发展取得了一定的成绩，但是从总体上看，这些产业集群与国外具有世界性影响力的产业集群还存在较大的差距。而在品牌经济时代，集群品牌可以有效促进产业集群的持续健康发展。因此，，为了较快缩短差距，如何在产业集群区域进行集群品牌建设，促进集群品牌竞争力建设和持续提升具有现实和理论上的意义。本文围绕集群品牌竞争力影响因素这一问题，根据国内外文献综述，本文提出从集群品牌建设主体之一的企业视角来研究政府、行业协会等中介机构和集群企业在集群品牌竞争力的形成过程中是否对其产生作用以及起着怎样作用的问题。论文首先界定了相关概念，介绍了品牌竞争力理论和产业集群理论；其次在基础理论的基础上讨论了产业集群与集群品牌两者之间的关系；第三，根据上述理论提出了若干假设，构建了集群品牌竞争力影响因素模型。第四，根据假设和模型从企业视角设计了调查问卷和调查活动。运用SPSS18.0分析软件对数据进行了分析。通过分析得出，从企业视角来看，政府提供的政策服务和平台服务中只有平台服务对集群品牌竞争力产生显著正向影响，这种影响可以是直接的，也可以通过成员间交互作用产生间接影响；而行业协（商）会提供的协调服务和营销服务中只有协调服务对集群品牌竞争力产生显著正向影响，这种影响需要通过成员间交互作用才能产生影响；个体品牌价值和个体品牌管理均能对集群品牌竞争力产生显著正向影响，这种影响既可以直接影响也可以通过成员间交互间接影响；成员间交互既可以对集群品牌竞争力形成产生直接影响，也可以作为其它变量影响集群品牌竞争力形成的中介变量。根据实证结果，本文从企业视角出发对于不同主体应该发挥的作用给出了若干政策建议。
[Abstract]:After a period of development, China's industrial clusters have made some achievements, but on the whole, there is still a big gap between these industrial clusters and foreign industrial clusters with worldwide influence. In the era of brand economy, cluster brand can effectively promote the sustainable and healthy development of industrial clusters. Therefore, in order to shorten the gap quickly, it is of practical and theoretical significance to build the cluster brand in the industrial cluster area, to promote the cluster brand competitiveness construction and to continuously promote the cluster brand competitiveness. This paper focuses on the influence factors of cluster brand competitiveness, according to the literature review at home and abroad, this paper proposes to study the government from the perspective of enterprise, one of the main body of cluster brand construction. Whether or not trade associations and cluster enterprises play a role in the formation of cluster brand competitiveness and how to play a role in the formation of cluster brand competitiveness. Firstly, the paper defines the related concepts, introduces the theory of brand competitiveness and industrial cluster, and then discusses the relationship between industrial cluster and cluster brand on the basis of basic theory. Thirdly, several hypotheses are put forward according to the above theory, and the model of influencing factors of cluster brand competitiveness is constructed. Fourth, according to the hypothesis and the model, the questionnaire and the survey activities are designed from the enterprise perspective. SPSS18.0 analysis software is used to analyze the data. From the perspective of enterprises, only platform services have a significant positive impact on the competitiveness of cluster brands, which can be directly affected by the policy services and platform services provided by the government, and the analysis shows that, from the perspective of enterprises, only platform services have a significant positive impact on the competitiveness of cluster brands. It can also have indirect effects through the interaction between members. In the coordination service and marketing service provided by the trade association, only the coordinated service has a significant positive impact on the brand competitiveness of the cluster, which needs to be influenced by the interaction between the members. Both individual brand value and individual brand management can have a significant positive impact on cluster brand competitiveness, which can be directly or indirectly affected by interaction among members; The interaction among members can not only have a direct impact on the formation of cluster brand competitiveness, but also serve as an intermediary variable for other variables to influence the formation of cluster brand competitiveness. According to the empirical results, this paper gives some policy suggestions on the role of different agents from the perspective of enterprises.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F121.3;F273.2

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