提升延边地区区域品牌形象的对策研究

发布时间：2018-04-21 16:28

本文选题：延边地区 + 区域品牌　；参考：《延边大学》2014年硕士论文

【摘要】：随着地区之间竞争的加剧,区域品牌化已经成为地区谋求长远发展的必然选择。区域内丰富的资源、独特的技艺、骨干龙头企业等都可以成为建特色区域品牌形象的优势条件,我国的区域品牌建设经过多年的发展和经营已经取得一定的成就,例如,我国的珠江三角洲、长江三角洲就因其发达的轻工业形成了区域品牌并驰名中外,推动了所在区域的经济发展。树立成功的区域品牌形象,能够为该地区吸引更好的人才,更多的资金,更大的市场,能够提高该区域的综合竞争力,从而更有优势地与对手竞争。总之,当今的区域品牌化已经像一股巨浪席卷了全球,各区域若不想“被拍死在沙滩上”就应乘浪而上,而不是回避。延边地区是我国重要的少数民族边疆地区,该地区自然资源丰富,民族风情浓厚,也是国家重点扶持的地区之一,多年来,延边地区注重开发和利用这些优势资源,致力于将资源优势转化为经济竞争优势,不断争创和培育地区品牌,区域品牌形象的建设取得了一定的成绩。但是,延边地区区域品牌形象建设过程中也还存在着很多问题,比如,区域内企业整体品牌意识缺乏、品牌宣传力度低、资金、技术、劳动力不足等问题,这些问题和瓶颈深深地制约着延边地区区域品牌形象的建设,阻碍了整个区域的经济发展,所以需要仔细分析这些问题,有针对地找出解决这些问题的有效对策,从而快速提升延边地区的区域品牌形象,带动整个地区的全面发展。因此,本研究课题针对上述问题,在借鉴前人研究的基础之上,对区域品牌、区域品牌形象等相关理论研究进行了系统的回顾、分析和整理,利用文献分析法、定性分析法,首先深刻剖析了延边地区区域品牌形象建设的现状,接着借助SWOT分析工具,较为全面地分析了延边地区区域品牌形象建设的优势、劣势、机会和威胁条件,在此基础之上,根据存在的这些问题,针对区域内的优势条件,尝试性地提出了几点提升延边地区区域品牌形象的对策,对延边地区的区域品牌形象建设有较强的现实意义。
[Abstract]:With the intensification of regional competition, regional branding has become an inevitable choice for the region to seek long-term development. Rich resources in the region, unique skills, backbone leading enterprises and so on can become the advantage conditions for building the distinctive regional brand image. The development and management of regional brands in China have been made to a certain extent after years of development and management. For example, China's Pearl River Delta and the Yangtze River Delta have formed regional brands and well known for their developed light industries, promoting the economic development of the region. Establishing a successful regional brand image can attract better talents, more money and a bigger market for the region, and can improve the comprehensive competition in the region. In short, regional branding has swept the world like a huge wave, and regions should take waves instead of avoiding it if they don't want to "be killed on the beach".
Yanbian area is an important minority frontier area in China. The region is rich in natural resources and strong in national customs. It is also one of the areas supported by the state. For many years, Yanbian area has paid attention to developing and utilizing these advantages to transform resources advantage into economic competitive advantage, constantly striving for and cultivating regional brands and regional products. The construction of brand image has made certain achievements. However, there are still many problems in the construction process of regional brand image in Yanbian area, for example, the lack of overall brand awareness, low brand publicity, funds, technology and labor shortage in the region, which deeply restrict the regional brand shape in Yanbian area. The construction of the elephant hinders the economic development of the whole region, so it is necessary to analyze these problems carefully and find out the effective countermeasures to solve these problems, so as to promote the regional brand image of the Yanbian region quickly and promote the overall development of the whole region.
Therefore, in view of the above problems, the research on the regional brand, regional brand image and other related theories has been systematically reviewed, analyzed and arranged, using the literature analysis method and qualitative analysis method. First, the present situation of the regional brand image construction in Yanbian area is deeply analyzed, and then SWOT points are then used. Analysis of the advantages, disadvantages, opportunities and threat conditions of regional brand image construction in Yanbian, based on the analysis of tools, based on the existing problems, according to the advantages of the region, attempts to put forward several countermeasures to improve the regional brand image of Yanbian area, and build the regional brand image of Yanbian area. It has strong practical significance.

【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2

【参考文献】