【摘要】：我國產(chǎn)業(yè)集群經(jīng)過一段時間的發(fā)展取得了一定的成績，但是從總體上看，這些產(chǎn)業(yè)集群與國外具有世界性影響力的產(chǎn)業(yè)集群還存在較大的差距。而在品牌經(jīng)濟時代，集群品牌可以有效促進產(chǎn)業(yè)集群的持續(xù)健康發(fā)展。因此，，為了較快縮短差距，如何在產(chǎn)業(yè)集群區(qū)域進行集群品牌建設，促進集群品牌競爭力建設和持續(xù)提升具有現(xiàn)實和理論上的意義。 本文圍繞集群品牌競爭力影響因素這一問題，根據(jù)國內(nèi)外文獻綜述，本文提出從集群品牌建設主體之一的企業(yè)視角來研究政府、行業(yè)協(xié)會等中介機構和集群企業(yè)在集群品牌競爭力的形成過程中是否對其產(chǎn)生作用以及起著怎樣作用的問題。論文首先界定了相關概念，介紹了品牌競爭力理論和產(chǎn)業(yè)集群理論；其次在基礎理論的基礎上討論了產(chǎn)業(yè)集群與集群品牌兩者之間的關系；第三，根據(jù)上述理論提出了若干假設，構建了集群品牌競爭力影響因素模型。第四，根據(jù)假設和模型從企業(yè)視角設計了調(diào)查問卷和調(diào)查活動。運用SPSS18.0分析軟件對數(shù)據(jù)進行了分析。通過分析得出，從企業(yè)視角來看，政府提供的政策服務和平臺服務中只有平臺服務對集群品牌競爭力產(chǎn)生顯著正向影響，這種影響可以是直接的，也可以通過成員間交互作用產(chǎn)生間接影響；而行業(yè)協(xié)（商）會提供的協(xié)調(diào)服務和營銷服務中只有協(xié)調(diào)服務對集群品牌競爭力產(chǎn)生顯著正向影響，這種影響需要通過成員間交互作用才能產(chǎn)生影響；個體品牌價值和個體品牌管理均能對集群品牌競爭力產(chǎn)生顯著正向影響，這種影響既可以直接影響也可以通過成員間交互間接影響；成員間交互既可以對集群品牌競爭力形成產(chǎn)生直接影響，也可以作為其它變量影響集群品牌競爭力形成的中介變量。根據(jù)實證結果，本文從企業(yè)視角出發(fā)對于不同主體應該發(fā)揮的作用給出了若干政策建議。
[Abstract]:After a period of development, China's industrial clusters have made some achievements, but on the whole, there is still a big gap between these industrial clusters and foreign industrial clusters with worldwide influence. In the era of brand economy, cluster brand can effectively promote the sustainable and healthy development of industrial clusters. Therefore, in order to shorten the gap quickly, it is of practical and theoretical significance to build the cluster brand in the industrial cluster area, to promote the cluster brand competitiveness construction and to continuously promote the cluster brand competitiveness. This paper focuses on the influence factors of cluster brand competitiveness, according to the literature review at home and abroad, this paper proposes to study the government from the perspective of enterprise, one of the main body of cluster brand construction. Whether or not trade associations and cluster enterprises play a role in the formation of cluster brand competitiveness and how to play a role in the formation of cluster brand competitiveness. Firstly, the paper defines the related concepts, introduces the theory of brand competitiveness and industrial cluster, and then discusses the relationship between industrial cluster and cluster brand on the basis of basic theory. Thirdly, several hypotheses are put forward according to the above theory, and the model of influencing factors of cluster brand competitiveness is constructed. Fourth, according to the hypothesis and the model, the questionnaire and the survey activities are designed from the enterprise perspective. SPSS18.0 analysis software is used to analyze the data. From the perspective of enterprises, only platform services have a significant positive impact on the competitiveness of cluster brands, which can be directly affected by the policy services and platform services provided by the government, and the analysis shows that, from the perspective of enterprises, only platform services have a significant positive impact on the competitiveness of cluster brands. It can also have indirect effects through the interaction between members. In the coordination service and marketing service provided by the trade association, only the coordinated service has a significant positive impact on the brand competitiveness of the cluster, which needs to be influenced by the interaction between the members. Both individual brand value and individual brand management can have a significant positive impact on cluster brand competitiveness, which can be directly or indirectly affected by interaction among members; The interaction among members can not only have a direct impact on the formation of cluster brand competitiveness, but also serve as an intermediary variable for other variables to influence the formation of cluster brand competitiveness. According to the empirical results, this paper gives some policy suggestions on the role of different agents from the perspective of enterprises.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F121.3;F273.2

【參考文獻】

相關期刊論文 前10條

1 王兆峰;;品牌對區(qū)域經(jīng)濟發(fā)展的影響研究[J];北京工商大學學報(社會科學版);2007年02期

2 張曉磊;;品牌戰(zhàn)略促進區(qū)域經(jīng)濟發(fā)展的策略探討[J];北京工商大學學報(社會科學版);2007年03期

3 謝加封;沈文星;;價值鏈管理與品牌競爭力:一個分析框架[J];商業(yè)研究;2011年08期

4 李永剛;企業(yè)品牌、區(qū)域產(chǎn)業(yè)品牌與地方產(chǎn)業(yè)集群發(fā)展[J];財經(jīng)論叢(浙江財經(jīng)學院學報);2005年01期

5 季六祥;我國品牌競爭力的弱勢成因及治理[J];財貿(mào)經(jīng)濟;2002年07期

6 嚴崇明;論我國企業(yè)品牌競爭力的提升[J];產(chǎn)業(yè)經(jīng)濟研究;2004年03期

7 孫麗輝;;區(qū)域品牌形成中的地方政府作用研究——基于溫州鞋業(yè)集群品牌的個案分析[J];當代經(jīng)濟研究;2009年01期

8 蘇東水;;再論“泉州模式”[J];福建論壇(人文社會科學版);2006年08期

9 呂振奎;;泉州模式與泉州模式新發(fā)展——對溫州模式、蘇南模式轉(zhuǎn)型的借鑒[J];福建論壇(人文社會科學版);2012年04期

10 肖陽;謝遠勇;;產(chǎn)業(yè)集群視角下的區(qū)域品牌培育模式分析[J];福州大學學報(哲學社會科學版);2010年06期

相關博士學位論文 前2條

1 周云峰;黑龍江省綠色食品區(qū)域品牌競爭力提升研究[D];東北林業(yè)大學;2010年

2 盛亞軍;名牌群落效應在區(qū)域品牌培育中的作用機理研究[D];吉林大學;2010年

本文編號：2310680