【摘要】： 自20世紀(jì)80年代以來,在我國的東南沿海一些經(jīng)濟(jì)發(fā)達(dá)地區(qū)出現(xiàn)了一大批產(chǎn)業(yè)集群,其生產(chǎn)規(guī)模較大、產(chǎn)業(yè)鏈條完備,區(qū)域內(nèi)資源優(yōu)勢明顯,知名企業(yè)眾多。從其形成與發(fā)展歷程來看,在這些具有競爭優(yōu)勢的產(chǎn)業(yè)集群中,都有知名的區(qū)域品牌存在;并有相當(dāng)數(shù)量的名牌產(chǎn)品或名牌企業(yè)誕生,形成名牌群落,這與自然界中生態(tài)種群,生態(tài)群落的演進(jìn)過程十分相似。 通過系統(tǒng)梳理散落在各個領(lǐng)域的零星研究成果,本研究將單體名牌效應(yīng)理論和品牌生態(tài)學(xué)理論綜合應(yīng)用于名牌群落研究,認(rèn)為名牌群落既有單體品牌的效應(yīng),同時作為一個類生態(tài)群落,又具有群落內(nèi)部最基本的關(guān)系。據(jù)此將名牌群落效應(yīng)概括為吸聚與擴(kuò)散效應(yīng)、協(xié)作效應(yīng)與競爭效應(yīng)四個方面。并根據(jù)我國典型產(chǎn)業(yè)群演化和發(fā)展過程的相關(guān)記載,將名牌群落的吸聚效應(yīng)定義為名牌群落對區(qū)域內(nèi)外資源的吸引作用和對衍生企業(yè)和配套服務(wù)機(jī)構(gòu)的吸引作用;將名牌群落的擴(kuò)散效應(yīng)定義為區(qū)域內(nèi)名牌企業(yè)大量聚集對區(qū)域形象、產(chǎn)業(yè)形象、行業(yè)內(nèi)其他企業(yè)發(fā)展的影響作用以及消費(fèi)者對產(chǎn)品認(rèn)知的影響作用;將名牌群落的協(xié)作效應(yīng)定義為名牌群落內(nèi)各企業(yè)之間為降低成本、共享資源、增加收益而共同展開的協(xié)作活動;將名牌群落的競爭效應(yīng)定義為名牌企業(yè)之間為尋求更有利的生態(tài)位置在市場、技術(shù)、資源等方面存在的相互競爭態(tài)勢。 基于此,本研究著力探討基于產(chǎn)業(yè)集群的區(qū)域品牌形成過程中名牌群落效應(yīng)對其形成和創(chuàng)建是否存在影響作用,明確名牌群落效應(yīng)在區(qū)域品牌形成過程中的作用機(jī)理。 此外,通過文獻(xiàn)研究及對我國典型產(chǎn)業(yè)群發(fā)展經(jīng)歷分析發(fā)現(xiàn),區(qū)域品牌的性質(zhì)及其對公共政策的需求客觀上決定了區(qū)域品牌的創(chuàng)建必須有政府參與其中并發(fā)揮主導(dǎo)作用。另一方面,行業(yè)協(xié)(商)會在名牌群落的發(fā)展過程中發(fā)揮了積極的促動作用,使大量名牌企業(yè)從謀求自身發(fā)展逐漸轉(zhuǎn)變?yōu)槊迫郝湔w發(fā)展,在激烈的市場競爭中協(xié)同作戰(zhàn)開拓市場,促進(jìn)區(qū)域經(jīng)濟(jì)發(fā)展,提升區(qū)域的整體形象,有利于區(qū)域品牌的培育和創(chuàng)建。因此,探討各地政府、行業(yè)協(xié)(商)會組織和集群企業(yè),尤其是集群中的名牌企業(yè)、龍頭企業(yè)如何以一種合力培育區(qū)域品牌對于推動區(qū)域經(jīng)濟(jì)發(fā)展、解決我國產(chǎn)業(yè)集群持續(xù)發(fā)展和升級問題意義重大。 本研究將名牌群體效應(yīng)、政府作用、行業(yè)協(xié)(商)會作用、區(qū)域品牌納入一個分析框架,綜合討論四者之間可能存在的相互影響關(guān)系,提出“名牌群落效應(yīng)——區(qū)域名牌”作用機(jī)理模型。模型共涉及四個構(gòu)面的內(nèi)容,構(gòu)面之間存在的因果關(guān)系、調(diào)節(jié)關(guān)系交織在一起,將產(chǎn)業(yè)區(qū)域內(nèi)大量聚集的名牌企業(yè)所形成的群落效應(yīng)對區(qū)域名牌的培育和構(gòu)建的錯綜影響過程和演進(jìn)路徑基本勾勒出來。 基于浙江溫州305家企業(yè)及福建泉州200家企業(yè)的調(diào)查數(shù)據(jù),研究發(fā)現(xiàn):1)名牌企業(yè)大量聚集后所形成的名牌群落的吸聚效應(yīng)、擴(kuò)散效應(yīng)和協(xié)作效應(yīng)對于區(qū)域品牌的創(chuàng)建發(fā)揮著積極的正向影響作用;而名牌群落的競爭效應(yīng)對于區(qū)域品牌培育的影響作用雖然在統(tǒng)計(jì)上顯著,卻與預(yù)想的作用方向相反;2)在區(qū)域品牌培育和構(gòu)建的過程中,政府作為區(qū)域內(nèi)的公共服務(wù)機(jī)構(gòu)同樣發(fā)揮了不容忽視的重要作用,這一作用表現(xiàn)為與低程度的政府作用相比,高程度的政府作用增強(qiáng)了名牌群落所產(chǎn)生的各種效應(yīng)對于區(qū)域品牌的正向影響。政府能否積極有效的發(fā)揮其行政作用,能否及時地為企業(yè)提供政策支持和導(dǎo)向服務(wù)對于產(chǎn)業(yè)集群內(nèi)名牌企業(yè)的發(fā)展壯大,區(qū)域經(jīng)濟(jì)實(shí)力和競爭能力的提升,以及區(qū)域品牌的構(gòu)建影響重大;3)產(chǎn)業(yè)集群培育區(qū)域品牌的過程中,行業(yè)協(xié)(商)會作為非官方的民間中介組織發(fā)揮了不容忽視且不可替代的重要作用,這一作用表現(xiàn)為與低程度的行業(yè)協(xié)會作用相比,高程度的行業(yè)協(xié)會作用增強(qiáng)了名牌群落所產(chǎn)生的各種效應(yīng)對于區(qū)域品牌的正向影響。即行業(yè)協(xié)會組織在提供行業(yè)信息、進(jìn)行行業(yè)自律、協(xié)調(diào)各方關(guān)系以及開展區(qū)域營銷方面所發(fā)揮的作用越突出、越積極,越有利于集群內(nèi)企業(yè)的發(fā)展壯大,利于集群對內(nèi)增強(qiáng)經(jīng)濟(jì)實(shí)力,對外提高競爭能力和區(qū)域影響力。 根據(jù)研究結(jié)論本文建議:1)在培育和創(chuàng)建區(qū)域品牌的過程中,要建立以企業(yè)為主導(dǎo)、政府推動、行業(yè)協(xié)(商)會組織參與協(xié)調(diào)的區(qū)域品牌建設(shè)機(jī)制,以技術(shù)為先導(dǎo)、質(zhì)量為核心、企業(yè)為主體、市場為導(dǎo)向共同推進(jìn)名牌戰(zhàn)略的實(shí)施,全面提高產(chǎn)業(yè)集群的整體經(jīng)濟(jì)水平和市場競爭力,進(jìn)而培育具有全國乃至世界影響力的知名品牌,打造符合區(qū)域經(jīng)濟(jì)特色的強(qiáng)勢品牌;2)名牌群落中的知名企業(yè)或非知名企業(yè)應(yīng)該善于借勢,借助群落的名牌效應(yīng)以及群落內(nèi)知名企業(yè)的影響力和良好形象,打造自身的特色產(chǎn)業(yè)和特色品牌,尋求差異化的企業(yè)發(fā)展路徑,在進(jìn)行品牌戰(zhàn)略的規(guī)劃和實(shí)施過程中應(yīng)該注意協(xié)調(diào)、善于有效利用彼此之間特色優(yōu)勢,集中力量打造自身的名牌產(chǎn)品,名牌企業(yè);3)在區(qū)域品牌培育、創(chuàng)建及維護(hù)過程中,政府應(yīng)該發(fā)揮好其“掌舵者”的作用,行業(yè)協(xié)(商)會作為產(chǎn)業(yè)區(qū)域內(nèi)企業(yè)成員的“代言人”,應(yīng)該發(fā)揮好其“護(hù)航者”的作用。
[Abstract]:Since the 1980s, a large number of industrial clusters have appeared in some economically developed areas along the southeast coast of China. They have large production scale, complete industrial chain, obvious regional resource advantages and numerous well-known enterprises. Brand exists, and a considerable number of famous brand products or famous brand enterprises are born, forming a famous brand community, which is very similar to the evolution process of ecological population and ecological community in nature.
By systematically combing the sporadic research results scattered in various fields, this study applies the single brand effect theory and brand ecology theory to the study of famous brand community. It is considered that the famous brand community not only has the effect of single brand, but also has the basic relationship within the community as a kind of ecological community. According to the relevant records of the evolution and development process of typical industrial clusters in China, the attraction effect of famous brand communities is defined as the attraction of famous brand communities to the resources inside and outside the region and the attraction to the derivative enterprises and supporting service institutions. The diffusion effect is defined as the regional image, industrial image, the influence of other enterprises in the industry and the influence of consumers on product cognition; the cooperation effect of the famous brand community is defined as the joint development of enterprises in the famous brand community to reduce costs, share resources and increase profits. The competition effect of the famous brand community is defined as the mutual competition situation among the famous brand enterprises in order to seek a more favorable ecological position in the market, technology and resources.
Based on this, this study focuses on the formation of regional brand based on industrial clusters in the formation process of the famous brand community effect on its formation and creation of whether there is an impact, clear brand community effect in the formation of regional brand mechanism.
In addition, through literature research and analysis of the development experience of typical industrial clusters in China, it is found that the nature of regional brands and their demand for public policies objectively determine that the government must participate in the creation of regional brands and play a leading role. Promoting the role of a large number of famous brand enterprises from seeking their own development gradually into the overall development of famous brand community, in the fierce market competition to cooperate to open up the market, promote regional economic development, enhance the overall image of the region, is conducive to the cultivation and creation of regional brands. It is of great significance for enterprises, especially the famous brand enterprises in clusters, to cultivate regional brands with a joint effort to promote regional economic development and solve the problems of sustainable development and upgrading of industrial clusters in China.
In this study, the group effect of famous brand, the role of government, the role of trade associations (chambers of commerce) and the role of regional brands are integrated into an analytical framework. The possible interaction among the four is discussed comprehensively. A mechanism model of "famous brand community effect - regional famous brand" is proposed. The interweaving of the relationship of regulation and adjustment basically outlines the intricate process and evolution path of the community effect of the large number of famous brand enterprises gathered in the industrial region on the cultivation and construction of regional famous brand.
Based on the survey data of 305 enterprises in Wenzhou, Zhejiang Province and 200 enterprises in Quanzhou, Fujian Province, the study finds that: (1) the attraction effect, diffusion effect and collaboration effect of famous brand community formed by large number of famous brand enterprises have a positive effect on the creation of regional brand; and the competitive effect of famous brand community has a positive effect on regional brand cultivation. Although the impact of education is statistically significant, it is contrary to the expected direction; 2) In the process of regional brand cultivation and construction, the government, as a regional public service agency, has also played an important role that can not be ignored. This role is manifested in the fact that compared with the role of low-level government, the role of high-level government has enhanced its reputation. Whether the government can actively and effectively play its administrative role, whether it can provide timely policy support and guidance services for enterprises will have a positive impact on the development and growth of famous brand enterprises in industrial clusters, the promotion of regional economic strength and competitiveness, and the construction of regional brands. Significant; 3) In the process of cultivating regional brands in industrial clusters, trade associations (chambers of commerce) as an unofficial non-governmental intermediary organizations play an important role that can not be ignored and irreplaceable. Compared with the role of low-level trade associations, the role of high-level trade associations enhances the various effects produced by the famous brand community for The positive impact of regional brand is that the more prominent and active the role of trade association organizations in providing industry information, conducting industry self-discipline, coordinating the relationship between various parties and carrying out regional marketing, the more beneficial it is to the development and expansion of enterprises in the cluster, the more beneficial it is to the enhancement of economic strength within the cluster, and the improvement of competitiveness and regional influence outside the cluster.
According to the conclusions of the study, this paper suggests: 1) In the process of cultivating and creating regional brands, it is necessary to establish a regional brand building mechanism with enterprises as the leading factor, government as the driving force, trade associations (chambers of commerce) organizing and participating in coordination, technology as the leading factor, quality as the core, enterprises as the main body, market as the guide, to jointly promote the implementation of the famous brand strategy and comprehensively improve the industry. The overall economic level and market competitiveness of the cluster, and then cultivate national and world-wide influential well-known brands, to create strong brands in line with regional economic characteristics; 2) well-known enterprises or non-well-known enterprises in the famous brand community should be good at taking advantage of the advantages of the community's famous brand effect and the influence of well-known enterprises in the community and good. In the process of brand strategy planning and implementation, we should pay attention to coordination, make good use of each other's characteristic advantages, concentrate on building our own famous brand products and enterprises; 3) in the process of regional brand cultivation, establishment and maintenance. The government should play a good role as the "helmsman" and the trade associations (chambers of commerce) should play a good role as "escorts" for the members of enterprises in the industrial areas.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F273.2;F279.2;F224

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 郭忠強(qiáng);基于產(chǎn)業(yè)集群的區(qū)域品牌發(fā)展戰(zhàn)略研究[D];吉林大學(xué);2012年

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本文編號：2182118