集群品牌形象影响因素及其对消费者评价影响的差异性研究
发布时间：2018-11-23 13:22
【摘要】：随着世界经济一体化的不断深入，产业集群作为一种独特的经济组织形式，因其具有品牌资源共享性、区域经济辐射性的复合型优势以及超越单体品牌的突出规模效应和营销影响力，使其在国内外的多个经济区域迅速崛起，成为推动国家和区域经济发展的强大动力和重要根基，因而进一步的提高了集群品牌的知名度和认可度。这种新型经济组织的迅猛发展和竞争优势的充分发挥也引起了学术界的广泛关注。 然而，国内目前对集群品牌的研究通常聚焦于理论和宏观层面，内容比较宽泛，且研究的重点大多集中在产业集群的类型、成因、经济绩效等方面，很少从微观的角度对产业集群品牌的架构进行解析，，在研究方向上，学者们对集群品牌理论的研究也多停留在理论分析层面，实证分析较少。 鉴于此，本文从消费者角度出发，构建产业集群品牌形象的结构模型，识别出影响产业集群品牌形象的主要因素，进而研究不同产业集群品牌形象的主要影响因素差异及其对消费者评价影响的差异性，通过参考并借鉴与集群品牌相近的原产国（地）品牌等理论，建立了产业集群品牌形象主要影响因素及其对消费者评价影响的理论框架，采用实验法，选取“乳制品产业集群呼和浩特”、“鞋业集群温州”、“笔记本电脑产业集群昆山”、“瓷器产业集群景德镇”，分别代表食品、耐用品、电子产品、民间艺术品四大产业来做为研究对象，通过因子分析、回归分析等统计分析方法，对提出的假设进行了相应的检验。 研究结论如下：产业集群品牌形象的主要影响因素构成具有多维化，复杂化的特征，不同产业集群品牌形象主要影响因素差异性显著，不同产业集群品牌形象主要影响因素对消费者评价存在差异性影响。作为探索性研究，本研究填补了产业集群品牌理论在品牌形象影响因素及对消费者评价影响研究方面的缺口的同时，为集群所在地的企业及政府根据当地产业的实际情况调整集群品牌发展战略、强调差别化优势提供了理论依据，具有一定的指导和借鉴意义。 研究的创新主要在于原创性选题，关注产业集群特有的属性，创建产业集群品牌形象主要影响因素理论模型，对不同产业的集群品牌形象主要影响因素差异及对消费者评价的影响差异进行研究，为地区发展产业集群品牌的战略决策提供理论依据，对促进我国产业集群品牌的建设具有一定的价值和意义。
[Abstract]:With the deepening of world economic integration, industrial clusters as a unique form of economic organization, because of its brand resources sharing, The complex advantage of regional economy radiation and the outstanding scale effect and marketing influence beyond single brand make it rise rapidly in many economic regions at home and abroad and become the powerful motive force and important foundation to promote the development of national and regional economy. As a result, further improve the brand awareness and recognition of the cluster. The rapid development of this new economic organization and the full play of its competitive advantage have also aroused widespread concern in academic circles. However, at present, the domestic research on cluster brands usually focuses on the theoretical and macroscopic aspects, and the research focuses on the types, causes and economic performance of industrial clusters. Rarely from the micro perspective of the industrial cluster brand structure analysis, in the research direction, scholars on the cluster brand theory also stay in the theoretical analysis level, empirical analysis is less. In view of this, from the perspective of consumers, this paper constructs the structure model of industrial cluster brand image, and identifies the main factors that affect the brand image of industrial cluster. Then it studies the difference of main influencing factors of brand image of different industrial clusters and the difference of influence on consumer evaluation, through reference and reference to the theory of origin country (place) brand which is close to cluster brand, and so on. The main influencing factors of brand image of industrial cluster and its influence on consumers' evaluation are established. The experimental method is used to select Hohhot, a dairy industry cluster, and Wenzhou, a shoe cluster. Kunshan, a notebook computer industry cluster, and Jingdezhen, a porcelain industrial cluster, represent four industries, food, durable goods, electronic products, and folk art, respectively, as research objects, through factor analysis. Regression analysis and other statistical analysis methods, the proposed hypothesis was tested. The conclusions are as follows: the main influencing factors of the brand image of industrial clusters are multidimensional and complicated, and the differences of the main influencing factors of brand image of different industrial clusters are significant. The main influencing factors of brand image in different industrial clusters have different influence on consumer evaluation. As an exploratory study, this study fills the gap in the research of the influence factors of brand image and the impact on consumer evaluation in the brand theory of industrial clusters. It provides a theoretical basis for enterprises and governments in cluster location to adjust cluster brand development strategy according to the actual situation of local industry and emphasizes the advantage of differentiation. It has certain guiding and referential significance. The innovation of the research mainly lies in the original topic selection, paying attention to the unique attributes of industrial clusters, and establishing the theoretical model of the main influencing factors of the brand image of industrial clusters. In order to provide the theoretical basis for the strategic decision of the regional development of industrial cluster brand, this paper studies the difference of the main influencing factors and the influence on the consumer evaluation of the brand image of different industries. It has certain value and significance to promote the construction of industrial cluster brand in our country.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55
本文编号：2351752
[Abstract]:With the deepening of world economic integration, industrial clusters as a unique form of economic organization, because of its brand resources sharing, The complex advantage of regional economy radiation and the outstanding scale effect and marketing influence beyond single brand make it rise rapidly in many economic regions at home and abroad and become the powerful motive force and important foundation to promote the development of national and regional economy. As a result, further improve the brand awareness and recognition of the cluster. The rapid development of this new economic organization and the full play of its competitive advantage have also aroused widespread concern in academic circles. However, at present, the domestic research on cluster brands usually focuses on the theoretical and macroscopic aspects, and the research focuses on the types, causes and economic performance of industrial clusters. Rarely from the micro perspective of the industrial cluster brand structure analysis, in the research direction, scholars on the cluster brand theory also stay in the theoretical analysis level, empirical analysis is less. In view of this, from the perspective of consumers, this paper constructs the structure model of industrial cluster brand image, and identifies the main factors that affect the brand image of industrial cluster. Then it studies the difference of main influencing factors of brand image of different industrial clusters and the difference of influence on consumer evaluation, through reference and reference to the theory of origin country (place) brand which is close to cluster brand, and so on. The main influencing factors of brand image of industrial cluster and its influence on consumers' evaluation are established. The experimental method is used to select Hohhot, a dairy industry cluster, and Wenzhou, a shoe cluster. Kunshan, a notebook computer industry cluster, and Jingdezhen, a porcelain industrial cluster, represent four industries, food, durable goods, electronic products, and folk art, respectively, as research objects, through factor analysis. Regression analysis and other statistical analysis methods, the proposed hypothesis was tested. The conclusions are as follows: the main influencing factors of the brand image of industrial clusters are multidimensional and complicated, and the differences of the main influencing factors of brand image of different industrial clusters are significant. The main influencing factors of brand image in different industrial clusters have different influence on consumer evaluation. As an exploratory study, this study fills the gap in the research of the influence factors of brand image and the impact on consumer evaluation in the brand theory of industrial clusters. It provides a theoretical basis for enterprises and governments in cluster location to adjust cluster brand development strategy according to the actual situation of local industry and emphasizes the advantage of differentiation. It has certain guiding and referential significance. The innovation of the research mainly lies in the original topic selection, paying attention to the unique attributes of industrial clusters, and establishing the theoretical model of the main influencing factors of the brand image of industrial clusters. In order to provide the theoretical basis for the strategic decision of the regional development of industrial cluster brand, this paper studies the difference of the main influencing factors and the influence on the consumer evaluation of the brand image of different industries. It has certain value and significance to promote the construction of industrial cluster brand in our country.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55
【参考文献】
相关期刊论文 前1条
1 范志红;;你知道怎样选购牛奶吗?[J];少年儿童研究;2009年13期
本文编号：2351752
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