区域品牌发展对资源禀赋的敏感性研究

发布时间：2018-03-06 09:51

本文选题：区域品牌　切入点：资源禀赋　出处：《中国人口·资源与环境》2017年04期 　论文类型：期刊论文

【摘要】：区域品牌已成为提升区域竞争力的重要途径,对于区域经济的可持续发展具有重要影响。本文基于资源配置体系的内生视角,在对区域品牌发展的驱动机制进行探讨和构建的基础上,理论分析并实证检验了区域资源禀赋对区域品牌发展的影响机理和作用边界,以及制度因素在二者关系中的调节作用,以期通过探索资源禀赋、制度因素与区域品牌发展的关系,揭示以资源禀赋为逻辑起点的区域品牌发展驱动机制。研究结果显示,在主效应方面,区域品牌内的品牌声誉、金融支持、技术投入三个资源因素对区域品牌发展均具有显著的驱动作用。作用边界方面,公共营销在品牌声誉与区域品牌发展的关系中具有显著正向调节作用,品牌声誉对区域品牌发展的贡献随着公共营销能力的提升而增加;市场维护变量在金融支持与区域品牌发展关系中具有显著正向调节作用,区域市场维护力度越强,金融支持对区域品牌发展的促进作用越显著。并且,两项制度因素均能够显著正向调节技术投入和区域品牌发展的关系,即制度因素与区域品牌发展对技术投入的敏感性具有正相关关系。研究结论的实践启示在于,区域品牌发展的核心驱动要素为区域资源的禀赋状态,区域内的企业、地方政府等利益相关主体应从树立品牌声誉、加强金融支持、提升创新技术投入三个方面来提升区域品牌的成长动力。在推动区域品牌发展过程中,地方政府的主要职能应锁定在建构主打产品的公共营销体系和维护产品市场交易秩序两个方面,继而为区域品牌成长提供政策环境和必要条件。
[Abstract]:Regional brand has become an important way to enhance regional competitiveness and has an important impact on the sustainable development of regional economy. On the basis of discussing and constructing the driving mechanism of regional brand development, this paper theoretically analyzes and empirically tests the influence mechanism and function boundary of regional resource endowment on the development of regional brand, as well as the regulatory role of institutional factors in the relationship between the two. By exploring the relationship among resource endowment, institutional factors and regional brand development, the paper reveals the driving mechanism of regional brand development, which takes resource endowment as the logical starting point. Financial support and technical input have significant driving effects on the development of regional brands. In the boundary of action, public marketing plays a significant positive role in regulating the relationship between brand reputation and regional brand development. The contribution of brand reputation to regional brand development increases with the improvement of public marketing ability. Market maintenance variables play a significant positive role in the relationship between financial support and regional brand development. The more significant the role of financial support in promoting regional brand development, the more significant the two institutional factors can positively regulate the relationship between technology input and regional brand development. That is, there is a positive correlation between institutional factors and the sensitivity of regional brand development to technical input. The practical enlightenment of the research conclusion is that the core driving factors of regional brand development are the endowment state of regional resources and the enterprises in the region. Local governments and other stakeholders should promote the growth of regional brands from the following three aspects: establishing brand reputation, strengthening financial support, and promoting innovative technology investment to promote the growth of regional brands in the process of promoting the development of regional brands. The main function of the local government should be to construct the public marketing system of the main products and to maintain the order of trade in the product market, and then to provide the policy environment and the necessary conditions for the regional brand growth.
【作者单位】：山东财经大学工商管理学院;
【基金】：国家自然科学基金项目“新创企业商业模式设计、形成及绩效影响:整合的学习机制研究”(批准号:71672101) 山东省科技发展计划重点项目“基于复杂适应性的山东省绿色食品品牌生态系统协同进化研究”(批准号:2014GNC113014) 山东省社会科学规划重点项目“蓝色经济区品牌生态系统的复杂适应性及协同进化研究”(批准号:14BGLJ02)
【分类号】：F127

【相似文献】