發(fā)布時間：2018-03-09 14:52

  本文選題：城市品牌　切入點：產(chǎn)業(yè)集群　出處：《廈門大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 城市品牌是品牌的一種,具有品牌的一般性和本質(zhì)特征,即品牌的獨特性和易分辨性。城市品牌的建設(shè)是城市經(jīng)濟的一項技術(shù)革命和營銷策略,對提升城市產(chǎn)業(yè)競爭力有著不可替代的作用。城市品牌能夠改變消費者心理偏好,影響消費者行為,使消費者傾向于消費某一城市產(chǎn)業(yè)的產(chǎn)品,為產(chǎn)業(yè)集群的發(fā)展提供有利條件。城市品牌不僅可以提高產(chǎn)業(yè)集群的整體競爭力,對產(chǎn)業(yè)集群的發(fā)展提出新的要求,還能反哺于集群內(nèi)企業(yè)品牌和產(chǎn)品品牌的發(fā)展,促進產(chǎn)業(yè)集群升級,打造產(chǎn)業(yè)集群的國際知名度。城市內(nèi)的企業(yè)依靠強大的城市品牌影響力,借助城市品牌的絢麗光環(huán),可以大幅度的提高企業(yè)產(chǎn)品的銷售量,降低企業(yè)的銷售成本,提高企業(yè)業(yè)績,進而促進企業(yè)品牌的樹立,同時企業(yè)品牌的建立,進一步擴大了城市品牌的知名度和美譽度。 但是,從我國大多數(shù)城市的發(fā)展實踐來看,多數(shù)企業(yè)經(jīng)營者還沒有充分認識到城市品牌建設(shè)對企業(yè)的積極意義,他們只看到企業(yè)間的競爭關(guān)系,沒有認識到企業(yè)間還存在著動態(tài)的合作關(guān)系。 在此背景下,本文在吸收和借鑒國外有關(guān)理論和實踐的基礎(chǔ)上,結(jié)合中國目前的實際情況,對基于產(chǎn)業(yè)集群下的城市品牌建設(shè)作了深入研究,希望能為我國城市政府進行城市品牌建設(shè)提供理論基礎(chǔ)和政策指導(dǎo)。 文章概括了產(chǎn)業(yè)集群與城市品牌的內(nèi)涵和特征,論述了產(chǎn)業(yè)集群的發(fā)展與城市品牌建設(shè)之間的互動關(guān)系,指出了我國城市品牌建設(shè)過程中存在的主要問題,最后在對城市品牌建設(shè)過程中企業(yè)行為進行博弈分析的基礎(chǔ)上,提出了解決城市品牌建設(shè)問題的對策建議。
[Abstract]:Urban brand is a kind of brand, which has the general and essential characteristics of the brand, that is, the unique and distinguishable of the brand. The construction of urban brand is a technological revolution and marketing strategy of urban economy. Urban brand can change consumer's psychological preference, influence consumer's behavior and make consumers tend to consume the products of a certain city industry. Urban brands can not only improve the overall competitiveness of industrial clusters, put forward new requirements for the development of industrial clusters, but also feed back the development of enterprise brands and product brands in clusters. Promoting the upgrading of industrial clusters and creating the international visibility of industrial clusters. Depending on the strong influence of urban brands and the brilliant aura of urban brands, enterprises in cities can greatly increase the sales volume of their products. Reducing the cost of sales, improving the performance of the enterprise, and then promoting the establishment of the enterprise brand, at the same time, the establishment of the enterprise brand has further expanded the popularity and reputation of the city brand. However, from the development practice of most cities in China, most business operators have not fully recognized the positive significance of urban brand construction to enterprises, they only see the competitive relationship among enterprises. Do not realize that there is still a dynamic relationship between enterprises. Under this background, on the basis of absorbing and drawing lessons from the relevant theories and practices of foreign countries, combined with the actual situation in China, this paper makes a deep research on the urban brand construction based on the industrial cluster. The author hopes to provide theoretical basis and policy guidance for urban brand construction in China. This paper summarizes the connotation and characteristics of industrial cluster and urban brand, discusses the interactive relationship between the development of industrial cluster and urban brand construction, and points out the main problems existing in the process of urban brand building in China. Finally, on the basis of game analysis of enterprise behavior in the process of urban brand building, the countermeasures and suggestions to solve the problem of urban brand construction are put forward.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F299.2

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本文編號：1589007