区域品牌的培育研究——邛崃白酒区域品牌的实证分析

发布时间：2018-11-28 14:27

【摘要】： 近年来,特别是金融危机的影响下,我国沿海的加工贸易型中小企业损失严重。技术含量低、创新动力不足、特别是缺乏品牌支撑缺乏等原因,使得许多产业集群竞争力下降,甚至萎缩,产业集群的发展遇到了瓶颈。因此,越来越多的地方政府和企业都将区域品牌发展战略作为提升区域竞争力,促进区域经济快速发展的重要手段,在区域经济发展中发挥着越来越重要的作用。创建和培育区域品牌,对提高区域内企业的竞争力,带动区域经济有着重大的现实意义。区域品牌的创建和发展成为推动我国经济可持续发展的新生力量。区域品牌具有非排他性、持续的品牌效应,不仅可以推动区域产业的整体发展,还可以带动相关上下游产业的加速发展。但目前,有关区域品牌的研究还不够,存在着理论上的不足,还没有形成成熟的、系统的构建区域品牌的理论。区域品牌的培育是地方政府、企业、行业协会等相关主体的集体行为,是一项长期的、系统的、复杂的工程。本文在对国内区域品牌文献资料总结研究的基础上,分析了两个典型的国内区域品牌形成实例,明确了区域品牌形成机理,界定了培育区域品牌中政府、行业协会、企业各相关主体的角色定位和职能定位。最后综合上述理论研究和案例分析后,对邛崃白酒产业集群的发展历程和原因,以及邛酒产业的优势进行了分析。并针对邛崃白酒区域品牌创建和培育,指出当地政府、行业协会、企业的作用。就进一步推进邛崃白酒产业区域品牌建设给予了自己的建议。希望能在邛崃白酒产业的第二次创业之际提供思想和理念支持。
[Abstract]:In recent years, especially under the influence of the financial crisis, China's coastal processing trade small and medium-sized enterprises have suffered serious losses. The low technology content, insufficient innovation power, especially the lack of brand support make the competitiveness of many industrial clusters decline or even shrink, and the development of industrial clusters has encountered a bottleneck. Therefore, more and more local governments and enterprises take the regional brand development strategy as an important means to enhance regional competitiveness and promote the rapid development of regional economy, which plays an increasingly important role in regional economic development. It is of great practical significance to establish and cultivate regional brands to improve the competitiveness of regional enterprises and to promote regional economy. The establishment and development of regional brand has become a new force to promote the sustainable development of our economy. Regional brand has non-exclusive and sustained brand effect, which can not only promote the overall development of regional industry, but also accelerate the development of related upstream and downstream industries. However, at present, the research on regional brand is not enough, there are theoretical deficiencies, has not yet formed a mature, systematic construction of regional brand theory. The cultivation of regional brand is the collective behavior of local government, enterprise, trade association and so on. It is a long-term, systematic and complex project. Based on the summary of domestic regional brand literature, this paper analyzes two typical examples of regional brand formation, clarifies the formation mechanism of regional brand, and defines the cultivation of regional brand in the government, industry association. The role orientation and function orientation of each related subject in the enterprise. Finally, based on the above theoretical research and case study, the development process and reasons of Qionglai liquor industry cluster, as well as the advantages of Qiongjiu industry were analyzed. Aiming at the establishment and cultivation of Qionglai liquor regional brand, the function of local government, trade association and enterprise is pointed out. Some suggestions are given to further promote the regional brand construction of Qionglai liquor industry. It is hoped that the thought and idea support can be provided in Qionglai liquor industry.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.82

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