【摘要】： 產(chǎn)業(yè)集群在本質(zhì)上是一個獨特的區(qū)域性創(chuàng)新系統(tǒng)。作為一種新的產(chǎn)業(yè)組織模式,使得許多政府采用產(chǎn)業(yè)集群戰(zhàn)略以保持或增強在國際競爭中的優(yōu)勢,尤其是通過集群贏取區(qū)域競爭優(yōu)勢,但國內(nèi)外學者對產(chǎn)業(yè)集群的研究很大程度集中在產(chǎn)業(yè)集群的形成及產(chǎn)業(yè)集群內(nèi)部研究上,而對產(chǎn)業(yè)集群與區(qū)域品牌之間關(guān)系研究較少。論文綜合運用產(chǎn)業(yè)集群、區(qū)域品牌、市場營銷學、戰(zhàn)略管理等相關(guān)理論知識,采用理論研究和實證分析研究相結(jié)合的方法,結(jié)合經(jīng)驗借鑒、典型實例分析,在研究過程中引入了市場營銷理論,并提出了通過產(chǎn)業(yè)集群提升區(qū)域品牌的三種模式;從而達到在理論上探索產(chǎn)業(yè)集群與區(qū)域品牌之間的關(guān)系,以及從實踐上對我國產(chǎn)業(yè)布局、提升區(qū)域品牌提出可參考性建議的目的。 論文在梳理了產(chǎn)業(yè)集群和區(qū)域品牌等相關(guān)理論研究成果的基礎(chǔ)上,闡述了產(chǎn)業(yè)集群和區(qū)域品牌的涵義、特征及相互互動關(guān)系,論文從考察產(chǎn)業(yè)集群與區(qū)域品牌相互關(guān)系、集群提升區(qū)域品牌的機理、區(qū)域品牌的集群風險防范入手,重點分析了產(chǎn)業(yè)集群與區(qū)域品牌互動關(guān)系,形成的原因和區(qū)域品牌的形成機理,探索性地建立了基于集群風險防范的關(guān)鍵關(guān)聯(lián)體系模型。并論述了我國區(qū)域品牌建設(shè)過程中存在的主要問題,針對這些問題,建設(shè)性地提出了產(chǎn)業(yè)集群提升區(qū)域品牌的三種模式,即主導企業(yè)發(fā)展模式、政府主導型發(fā)展模式、企業(yè)、協(xié)會及政府聯(lián)動模式。創(chuàng)新性地將營銷理論運用于集群提升區(qū)域品牌的過程中來,提出了產(chǎn)業(yè)集群提升區(qū)域品牌的營銷策略,如區(qū)域品牌的市場定位、區(qū)域品牌的營銷策略等,并結(jié)合產(chǎn)業(yè)集群提升區(qū)域品牌的案例進行了分析。最終在全文研究基礎(chǔ)上,站在營銷角度,對成都家具產(chǎn)業(yè)集群提升區(qū)域品牌進行了深入的分析。
[Abstract]:Industrial cluster is a unique regional innovation system in essence. As a new mode of industrial organization, many governments adopt industrial cluster strategy to maintain or enhance their advantages in international competition, especially to win regional competitive advantage through cluster. However, domestic and foreign scholars focus on the formation of industrial clusters and the internal research of industrial clusters to a large extent, but there is little research on the relationship between industrial clusters and regional brands. The thesis synthetically uses relevant theoretical knowledge, such as industrial cluster, regional brand, marketing, strategic management and so on, adopts the method of combining theoretical research with empirical analysis, combines experience, and analyzes typical examples. In the course of the research, the marketing theory is introduced, and three modes of promoting regional brands through industrial clusters are put forward. In order to explore the relationship between industrial clusters and regional brands in theory, and to put forward reference suggestions for industrial layout and regional brand promotion in practice. On the basis of combing the related theoretical research results of industrial cluster and regional brand, the paper expounds the meaning, characteristics and mutual interaction of industrial cluster and regional brand. The paper examines the relationship between industrial cluster and regional brand. The mechanism of promoting regional brand by cluster, the risk prevention of regional brand cluster, the interaction between industrial cluster and regional brand, the reasons of formation and the formation mechanism of regional brand are analyzed. The key relational system model based on cluster risk prevention is established. The paper also discusses the main problems in the process of regional brand building in our country. In view of these problems, three modes of promoting regional brand by industrial cluster are put forward constructively, that is, leading enterprise development mode, government leading development mode, enterprise. Association and government linkage mode. Innovatively apply marketing theory to the process of promoting regional brand by cluster, and put forward the marketing strategy of promoting regional brand by industrial cluster, such as market positioning of regional brand, marketing strategy of regional brand, etc. And combined with industrial clusters to promote regional brand analysis. Finally, on the basis of the full text research, from the marketing point of view, Chengdu furniture industry cluster to promote regional brand in-depth analysis.
【學位授予單位】：西華大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F270-05

【引證文獻】

相關(guān)期刊論文 前2條

1 章依凌;唐磊;虞紫英;;關(guān)于浙江省產(chǎn)業(yè)集群下發(fā)展服裝區(qū)域品牌的分析[J];現(xiàn)代企業(yè)教育;2013年08期

2 唐磊;章依凌;劉鑫;;浙江省服裝產(chǎn)業(yè)區(qū)域品牌競爭優(yōu)勢實證研究[J];針織工業(yè);2013年04期

相關(guān)碩士學位論文 前6條

1 王衛(wèi);哈爾濱市區(qū)域農(nóng)產(chǎn)品品牌建設(shè)研究[D];東北林業(yè)大學;2011年

2 鄭廣瑞;長株潭城市群健身娛樂業(yè)營銷要素研究[D];湖南師范大學;2011年

3 唐磊;產(chǎn)業(yè)集群下服裝區(qū)域品牌的網(wǎng)絡(luò)結(jié)構(gòu)分析及實證研究[D];浙江理工大學;2011年

4 林敏;區(qū)域品牌建設(shè)研究[D];華東師范大學;2010年

5 吳丹;崇州板式家具產(chǎn)業(yè)集群發(fā)展研究[D];南京林業(yè)大學;2012年

6 張麗君;N市“食品之都”區(qū)域品牌戰(zhàn)略設(shè)計[D];山東大學;2012年

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本文編號：2416268