中国区域品牌的质量效益研究

发布时间：2018-04-03 06:35

本文选题：新常态　切入点：区域品牌　出处：《深圳大学》2017年硕士论文

【摘要】：近年来,随着全国大部分地区经济进入新常态,寻找促进经济增长的新发展方式变得刻不容缓。区域品牌作为发展区域经济的独特优势,为了增加该地区的核心竞争力,国内学者越来越关注区域品牌的发展,许多地方政府开始实施区域品牌战略。区域品牌属于品牌的一种,是产业集群的一种现象,它比较具有地域特色。区域品牌不仅可以提高区域的整体竞争力,对区域经济的发展提出新的要求,还能反哺于区域内企业品牌和产品品牌的发展,促进产业升级,打造区域品牌的国际知名度。区域内的中小企业依靠强大的区域品牌影响力,借助区域品牌的绚丽光环,可以大幅度的提高企业产品的销售量,降低企业的销售成本,提高企业业绩。中小企业的壮大,又增强了区域经济的整体影响力和实力,进一步扩大了区域品牌的美誉度和知名度。因此实施品牌战略,打造区域品牌,将有利于协调区域部矛盾,提高区域整体生产水平和质量标准,增强区域品牌的凝聚力,提高区域品牌的整体竞争力。区域品牌不仅仅是打造地理标志,而且是促进地区经济、社会和谐发展的一种推动力量,区域品牌的创建可以看作经济特区的一种模式,虽然没有中央特殊的政策措施,但是是当地政府和企业合力推动促进当地经济发展的一种方式,几乎每一个区域品牌的主导产品和模式都是有差异的,寻求差异化的发展模式是区域品牌创建的重要方向。我国对于区域品牌的研究还处于起步阶段,最初的研究始于2002年,着重于区域品牌的概念、内涵还有品牌建设等。在经济全球化的大背景下,我国面临的市场竞争越来越激烈。企业竞争力仅依靠自身的因素已远远不够,还依赖于所处的大环境,因此,从这方面来说区域优势对企业来说,是非常重要的,这也是为何越来越多的学者研究区域品牌。但是如何衡量区域品牌对区域经济发展的重要性?本文从这个问题入手,先对区域品牌的概念进行概述,梳理了国内外对区域品牌的研究现状,最后分析区域品牌对经济的影响程度.
[Abstract]:In recent years, with the economy in most parts of the country has entered a new norm, looking for a new way of development to promote economic growth has become urgent. The regional brand as the unique advantages of regional economic development, in order to increase the core competitiveness of the region, domestic scholars pay more attention to the development of regional brands, many local governments began to implement regional brand strategy. A regional brand part of the brand, is a phenomenon of industrial cluster, it has regional characteristics. The regional brand can not only enhance the overall competitiveness of the region, put forward new requirements for the development of the regional economy, but also facilitates the regional development of enterprise brand and product brand, promote industrial upgrading, to create regional brand regional international visibility. The small and medium-sized enterprises rely on a strong regional brand, regional brand with gorgeous aura, can greatly improve product enterprises The sales volume, reduce the cost of sales, improve business performance. The growth of small and medium enterprises, and enhance regional economic influence and overall strength, to further expand the regional brand reputation and visibility. Therefore the implementation of brand strategy, build a regional brand, will be conducive to the coordination of regional internal contradictions, enhance the overall level and quality of production standard, enhance regional brand cohesion, improve the overall competitiveness of the regional brand. The regional brand is not just to create a geographical indication, and promote regional economy, a force to promote the harmonious development of the society, a mode of creating regional brand can be regarded as a special Economic Zone, although there is no central special policies and measures, but the local government and the enterprise work together to promote a way to promote the development of local economy, almost every regional brand leading products and models are different, to find For the difference of the mode of development is an important direction for the creation of regional brands. For the study of the regional brand in China is still in the initial stage, the initial study began in 2002, focuses on the concept and connotation of regional brand, brand building and so on. In the background of economic globalization, China is facing increasingly fierce market competition of enterprises. Only rely on their own competitiveness factors have been far from enough, but also depends on the environment, therefore, from this point of view of regional advantage to the enterprise, is very important, which is why more and more scholars to study the regional brand. But how to measure the importance of regional brand in regional economic development, this paper starts from this question? First, the concept of regional brand are summarized, summarizes the domestic and foreign research status of the regional brand, regional brand finally analyse the influence on the economy.

【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F279.2;F273.2

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