原产地品牌塑造及治理博弈模型分析——公共品牌效应视角

发布时间：2018-06-10 00:27

本文选题：原产地品牌塑造 + 原产地品牌治理　；参考：《经济管理》2017年08期

【摘要】：原产地品牌是以地理框架下的产品或服务为基础所形成的公共品牌,对内具有典型的公共品特征——非排他性和非竞用性,但对外区域优势资源具有排他性和竞用性的特征。原产地品牌的形成以区域优势资源为基础,良好的原产地品牌具有区域认知趋同光环效应、区域规模经济效应以及区域范围经济效应。原产地品牌光环效应能够给产地内企业品牌和整体区域带来超额溢价、外部规模经济和外部范围经济效应,使区域内企业品牌获得原产地品牌的溢价价值,并促进区域社会经济发展。本文首先基于公共品牌效应影响,分析了原产地品牌塑造的四种主要模式,即政府主导型、企业自治型、中心领导型和品牌协会主导型;其次,分析了原产地品牌不同利益相关者在对原产地品牌建设和治理作用的博弈过程;最后,给出了原产地品牌治理的若干启示与建议。
[Abstract]:The brand of origin is a public brand formed on the basis of the products or services under the geographical framework. It has the typical characteristics of public goods-non-exclusive and non-competitive in the internal, but exclusive and competitive in the external regional advantage resources. The formation of brand of origin is based on regional superior resources. Good brand of origin has regional cognitive convergence halo effect, regional scale economy effect and regional scope economic effect. The halo effect of the origin brand can bring excess premium to the enterprise brand and the whole region of origin, and the external scale economy and the external scope economic effect, so that the enterprise brand in the region can obtain the premium value of the brand of origin. And promote regional social and economic development. Based on the influence of public brand effect, this paper first analyzes the four main modes of brand shaping of origin, namely, government leading, enterprise autonomy, central leadership and brand association. This paper analyzes the game process of different stakeholders in the construction and governance of the brand of origin, and finally, gives some enlightenment and suggestions on the governance of the brand of origin.
【作者单位】：山东大学管理学院;
【基金】：国家自然科学基金项目“公共品牌创建、持续成长及其治理研究”(71272121)
【分类号】：F273.2

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