發(fā)布時間：2018-06-21 04:13

  本文選題：區(qū)域品牌 + 集群網(wǎng)絡(luò)��； 參考：《山東大學(xué)》2008年碩士論文

【摘要】： 我國產(chǎn)業(yè)集群經(jīng)過多年的發(fā)展,形成了一定的規(guī)模和行業(yè)特色,也存在著很多不容忽視的問題,如區(qū)域內(nèi)產(chǎn)品同質(zhì)化、人力資源匱乏等。在市場競爭日趨激烈的今天,新產(chǎn)品層出不窮,企業(yè)生命周期日益縮短,“品牌建設(shè)”已經(jīng)成為企業(yè)謀求生存和發(fā)展必不可少的環(huán)節(jié)。同樣,如何推進(jìn)品牌建設(shè)也成為我國產(chǎn)業(yè)集群所面臨的一項具有戰(zhàn)略意義的課題。 區(qū)域品牌是區(qū)域生態(tài)環(huán)境、經(jīng)濟(jì)活力、文化底蘊(yùn)、價值導(dǎo)向等的綜合體現(xiàn),能促進(jìn)地區(qū)的經(jīng)濟(jì)發(fā)展。因?yàn)閰^(qū)域品牌的建設(shè)過程不僅提升了產(chǎn)業(yè)集群的整體形象,獲得了單個中小企業(yè)難以獲得的持續(xù)強(qiáng)大的品牌效應(yīng),而且能使產(chǎn)業(yè)集群內(nèi)企業(yè)獲得共同進(jìn)化的機(jī)制,帶動區(qū)域內(nèi)其它企業(yè)的發(fā)展。由此,以產(chǎn)業(yè)集群為背景的區(qū)域品牌建設(shè)研究具有了顯著的理論意義和現(xiàn)實(shí)意義。 本文通過對以往文獻(xiàn)的研究認(rèn)為,區(qū)域品牌建立在產(chǎn)業(yè)集群的基礎(chǔ)之上,是產(chǎn)業(yè)集群發(fā)展的高級形態(tài),它雖然也強(qiáng)調(diào)企業(yè)間的競爭,但更多的是強(qiáng)調(diào)企業(yè)間以及企業(yè)同集群內(nèi)其它組織的關(guān)系以達(dá)到集群組織間的協(xié)同合作,通過建立一種秩序來規(guī)范引導(dǎo)企業(yè)的行為,獲得區(qū)域整體利益的最大化。本文試圖把區(qū)域品牌建設(shè)這一復(fù)雜的工程放在集群網(wǎng)絡(luò)這個系統(tǒng)中進(jìn)行研究,探討網(wǎng)絡(luò)中各個成員在區(qū)域品牌建設(shè)的各個階段如何相互配合,發(fā)揮自己的獨(dú)特力量,以達(dá)到網(wǎng)絡(luò)整體利益的最大化。 國內(nèi)外對于區(qū)域品牌的研究尚不成熟,現(xiàn)有文獻(xiàn)大多針對區(qū)域品牌建設(shè)的某一方面提出相關(guān)建議。本文研究視角的創(chuàng)新點(diǎn)在于將區(qū)域品牌的建設(shè)過程與集群網(wǎng)絡(luò)這一載體緊密聯(lián)系在一起。此外,本文把區(qū)域品牌的建設(shè)視為產(chǎn)業(yè)優(yōu)勢形成、區(qū)域品牌營銷、區(qū)域品牌維護(hù)等三個緊密相關(guān),相互滲透的過程,將企業(yè)置于區(qū)域品牌建設(shè)系統(tǒng)的核心位置,把企業(yè)、政府、行業(yè)協(xié)會視為這一系列過程中相互依存、相互制約的行為主體,并在此基礎(chǔ)上提出了區(qū)域品牌建設(shè)的一般模式。最后本文針對我國區(qū)域品牌建設(shè)普遍存在的問題提出了建議,對中國政府與企業(yè)更好地依托集群網(wǎng)絡(luò)進(jìn)行區(qū)域品牌建設(shè)有現(xiàn)實(shí)的指導(dǎo)意義。
[Abstract]:After years of development, China's industrial clusters have formed a certain scale and industry characteristics, and there are many problems that can not be ignored, such as the homogeneity of products in the region, the shortage of human resources and so on. With the increasingly fierce competition in the market, new products emerge in endlessly, the life cycle of enterprises is shortened day by day, "brand building" has become an indispensable link for enterprises to seek survival and development. Similarly, how to promote brand construction has become a strategic topic for China's industrial clusters. Regional brand is a comprehensive embodiment of regional ecological environment, economic vitality, cultural heritage and value orientation, which can promote regional economic development. Because the construction process of regional brand not only improves the overall image of industrial cluster, but also makes the enterprise in industrial cluster obtain the mechanism of coevolution, which is hard to obtain by single small and medium-sized enterprises. Drive the development of other enterprises in the region. Therefore, the research on regional brand building in the background of industrial cluster has significant theoretical and practical significance. In this paper, the author thinks that regional brand is the advanced form of industrial cluster development based on industrial cluster, although it also emphasizes the competition among enterprises. However, more emphasis is placed on the relationship between enterprises and other organizations in the cluster so as to achieve the cooperative cooperation among the cluster organizations. By establishing a kind of order to standardize and guide the behavior of enterprises, we can obtain the maximization of the overall interests of the region. This paper attempts to study the complex project of regional brand building in the cluster network system, and discuss how each member of the network can cooperate with each other in each stage of regional brand building and give play to its unique strength. In order to maximize the overall interests of the network. Domestic and foreign research on regional brand is not mature, most of the existing literature for regional brand building in one aspect of the relevant suggestions. The innovation of this paper lies in the close connection between the process of regional brand building and the carrier of cluster network. In addition, this paper regards the construction of regional brand as three closely related and permeating processes: the formation of industrial advantage, regional brand marketing and regional brand maintenance, which puts the enterprise in the core position of the regional brand building system, and puts the enterprise, the government, etc. The trade association is regarded as the subject of interdependence and mutual restriction in this series of processes and puts forward the general pattern of regional brand building on the basis of this. Finally, this paper puts forward some suggestions on the common problems of regional brand building in China, which has practical guiding significance for Chinese government and enterprises to better rely on cluster network for regional brand building.
【學(xué)位授予單位】：山東大學(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)碩士學(xué)位論文 前3條

1 李仕飛;瀏陽花炮品牌建設(shè)中的政府導(dǎo)引機(jī)制研究[D];湖南師范大學(xué);2010年

2 林媛熹;浙江區(qū)域品牌傳播現(xiàn)狀研究[D];蘭州大學(xué);2012年

3 蘇濤;產(chǎn)業(yè)集群內(nèi)企業(yè)間的合作與競爭博弈研究[D];西安建筑科技大學(xué);2012年

，

本文編號：2047168