本文選題：區(qū)域品牌　切入點(diǎn)：外部性　出處：《浙江師范大學(xué)》2008年碩士論文

【摘要】： 產(chǎn)品品牌,對企業(yè)而言是給消費(fèi)者的承諾,同時(shí)也是一種競爭策略;對消費(fèi)者而言是產(chǎn)品的質(zhì)量保證,同時(shí)也是一種精神和生活享受。然而,打造自有品牌通常需要付出巨大代價(jià),許多企業(yè)往往對此心有余而力不足。與產(chǎn)品品牌密切相關(guān)又有差異的區(qū)域品牌,是一種“區(qū)域內(nèi)公共物品”,它在區(qū)域內(nèi)搭建了良好的品牌平臺,各類企業(yè)都可借助該平臺獲得品牌效應(yīng),得以迅速發(fā)展。同時(shí)區(qū)域品牌在實(shí)現(xiàn)產(chǎn)業(yè)升級、延長集群生命周期、促進(jìn)區(qū)域經(jīng)濟(jì)發(fā)展等方面也有重要作用。但是現(xiàn)實(shí)經(jīng)濟(jì)生活中,區(qū)域品牌存在著株連危機(jī)、使用上的搭便車、相關(guān)企業(yè)缺乏密切合作、產(chǎn)權(quán)不清以及監(jiān)管乏力等問題。這些問題的產(chǎn)生,既有客觀因素,也有主觀緣由。從客觀角度看,區(qū)域品牌的公共物品屬性,使外部不經(jīng)濟(jì)成為可能。從主觀角度看,管理者主體的缺失,會助長企業(yè)在使用區(qū)域品牌上的不良行為。 運(yùn)用囚徒困境博弈、勻質(zhì)無限次博弈、非勻質(zhì)無限次博弈等方法分析,可以發(fā)現(xiàn):建設(shè)區(qū)域品牌不能光靠某一方面的力量,而需要企業(yè)在微觀層面,行業(yè)協(xié)會在中觀層面,政府在宏觀層面齊心協(xié)力,共同推進(jìn),還需要社會其他層面的監(jiān)督約束。 第一,企業(yè)在微觀層面推進(jìn)區(qū)域品牌建設(shè)。加強(qiáng)建設(shè)區(qū)域品牌的意識,重視產(chǎn)品質(zhì)餐,加強(qiáng)與其他企業(yè)的合作。同時(shí)有能力的企業(yè)也要嘗試建立自有品牌,這也是規(guī)避區(qū)域品牌株連危機(jī)的有效措施。 第二,行業(yè)協(xié)會在中觀層面推進(jìn)區(qū)域品牌建設(shè)。行業(yè)協(xié)會往往在龍頭企業(yè)的推動下建立,并成為區(qū)域品牌管理維護(hù)的主體,成為政府授權(quán)的區(qū)域品牌的主要建設(shè)者。其主要作用是:進(jìn)行區(qū)域品牌的營銷,為相關(guān)企業(yè)提供品牌服務(wù),加強(qiáng)區(qū)域品牌的管理。在管理過程中,編碼可追溯制值得推廣,通過這種與外界聯(lián)動的信息反饋機(jī)制,能夠更好地制約企業(yè)在使用區(qū)域品牌時(shí)的不良行為。 第三,政府在宏觀層而推進(jìn)區(qū)域品牌建設(shè)。雖然市場經(jīng)濟(jì)要求政府不直接介入微觀經(jīng)濟(jì),但并不意味著政府在建設(shè)區(qū)域品牌過程中無作為。一方面地方政府應(yīng)完善區(qū)域品牌經(jīng)營的軟環(huán)境,如界定區(qū)域品牌產(chǎn)權(quán)、制定相關(guān)法規(guī)等。另一方面,應(yīng)完善區(qū)域品牌經(jīng)營的硬環(huán)境,即加強(qiáng)有利于區(qū)域品牌發(fā)展的基礎(chǔ)設(shè)施建設(shè)。 第四,社會其他層面推進(jìn)區(qū)域品牌建設(shè)。區(qū)域品牌的建設(shè)不應(yīng)僅局限于企業(yè)、行業(yè)協(xié)會和地方政府,社會其他層面也是重要的外部監(jiān)督約束力量,如消費(fèi)者監(jiān)督、宣傳輿論導(dǎo)向等,都可以有效地制止損害區(qū)域品牌的行為。 理論研究的最終目的是為了實(shí)踐應(yīng)用。本文最后以“金華火腿”這一著名區(qū)域品牌作為典型案例進(jìn)行剖析,通過規(guī)范研究與實(shí)證分析相結(jié)合的方法,可以進(jìn)一步深化理論探索。
[Abstract]:Product brand is not only a promise to consumers, but also a competitive strategy, and a guarantee of product quality, as well as a spirit and life enjoyment for consumers.However, building their own brands often comes at a high price, and many companies tend to have more than they can do.The regional brand, which is closely related to and different from the product brand, is a kind of "public goods within the region". It has set up a good brand platform in the region, and all kinds of enterprises can obtain the brand effect with the help of the platform and can develop rapidly.At the same time, regional brands also play an important role in realizing industrial upgrading, prolonging cluster life cycle and promoting regional economic development.However, in real economic life, regional brands are in crisis, free rider, lack of close cooperation, unclear property rights, weak supervision and so on.The emergence of these problems has both objective factors and subjective reasons.From the objective point of view, the public goods attribute of the regional brand makes the external diseconomy possible.From the subjective point of view, the absence of managers will encourage enterprises to use regional brand bad behavior.By using the methods of Prisoner's Dilemma Game, homogeneous Infinite Game, Non-homogeneous Infinite Game and so on, it can be found that the construction of regional brand can not rely on the strength of one aspect alone, but requires the enterprise to be at the micro level and the trade association to be at the meso level.The government makes concerted efforts at the macro level and advances together. It also needs supervision and restraint from other levels of society.First, enterprises in the micro-level to promote regional brand building.Strengthen the awareness of building regional brands, attach importance to product quality meal, and strengthen cooperation with other enterprises.At the same time, the competent enterprises should try to establish their own brand, which is also an effective measure to avoid the crisis of regional brand line.Second, industry associations in the meso-level to promote regional brand building.Industry associations are often established under the impetus of leading enterprises, and become the main body of regional brand management and maintenance, and become the main builders of regional brands authorized by the government.Its main function is to carry on the regional brand marketing, to provide the brand service for the related enterprise, and to strengthen the management of the regional brand.In the management process, the traceability system of coding is worth popularizing. Through this kind of information feedback mechanism with the outside world, it can better restrict the bad behavior of the enterprise in using the regional brand.Third, the government at the macro level and promote regional brand building.Although the market economy requires the government not to directly intervene in the micro economy, it does not mean that the government has nothing to do in the process of building regional brand.On the one hand, the local government should perfect the soft environment of regional brand management, such as defining the property right of regional brand, making relevant laws and regulations, etc.On the other hand, we should perfect the hard environment of regional brand management, that is, strengthen the infrastructure construction which is conducive to the development of regional brand.Fourth, other levels of society to promote regional brand building.The construction of regional brands should not be limited to enterprises, trade associations and local governments, other levels of society are also important external supervision constraints, such as consumer supervision, publicity, public opinion, etc.Can effectively stop the damage to regional brand behavior.The ultimate purpose of theoretical research is to practice and apply.In the end, the famous regional brand "Jinhua Ham" is taken as a typical case to be analyzed. Through the combination of normative research and empirical analysis, the theoretical exploration can be further deepened.
【學(xué)位授予單位】：浙江師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張樂明;;基于產(chǎn)業(yè)集群的衢州區(qū)域品牌模式建設(shè)與對策[J];河北企業(yè);2012年04期

相關(guān)碩士學(xué)位論文 前3條

1 郭小蘭;基于品牌視角下的區(qū)域競爭力研究[D];華東師范大學(xué);2010年

2 倪穎;企業(yè)品牌與區(qū)域品牌互動模式研究[D];燕山大學(xué);2012年

3 曹川川;臨安山核桃區(qū)域品牌提升策略研究[D];浙江農(nóng)林大學(xué);2012年

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本文編號：1700594