發(fā)布時(shí)間：2018-03-06 09:51

  本文選題：區(qū)域品牌　切入點(diǎn)：資源稟賦　出處：《中國(guó)人口·資源與環(huán)境》2017年04期 　論文類型：期刊論文

【摘要】：區(qū)域品牌已成為提升區(qū)域競(jìng)爭(zhēng)力的重要途徑,對(duì)于區(qū)域經(jīng)濟(jì)的可持續(xù)發(fā)展具有重要影響。本文基于資源配置體系的內(nèi)生視角,在對(duì)區(qū)域品牌發(fā)展的驅(qū)動(dòng)機(jī)制進(jìn)行探討和構(gòu)建的基礎(chǔ)上,理論分析并實(shí)證檢驗(yàn)了區(qū)域資源稟賦對(duì)區(qū)域品牌發(fā)展的影響機(jī)理和作用邊界,以及制度因素在二者關(guān)系中的調(diào)節(jié)作用,以期通過探索資源稟賦、制度因素與區(qū)域品牌發(fā)展的關(guān)系,揭示以資源稟賦為邏輯起點(diǎn)的區(qū)域品牌發(fā)展驅(qū)動(dòng)機(jī)制。研究結(jié)果顯示,在主效應(yīng)方面,區(qū)域品牌內(nèi)的品牌聲譽(yù)、金融支持、技術(shù)投入三個(gè)資源因素對(duì)區(qū)域品牌發(fā)展均具有顯著的驅(qū)動(dòng)作用。作用邊界方面,公共營(yíng)銷在品牌聲譽(yù)與區(qū)域品牌發(fā)展的關(guān)系中具有顯著正向調(diào)節(jié)作用,品牌聲譽(yù)對(duì)區(qū)域品牌發(fā)展的貢獻(xiàn)隨著公共營(yíng)銷能力的提升而增加;市場(chǎng)維護(hù)變量在金融支持與區(qū)域品牌發(fā)展關(guān)系中具有顯著正向調(diào)節(jié)作用,區(qū)域市場(chǎng)維護(hù)力度越強(qiáng),金融支持對(duì)區(qū)域品牌發(fā)展的促進(jìn)作用越顯著。并且,兩項(xiàng)制度因素均能夠顯著正向調(diào)節(jié)技術(shù)投入和區(qū)域品牌發(fā)展的關(guān)系,即制度因素與區(qū)域品牌發(fā)展對(duì)技術(shù)投入的敏感性具有正相關(guān)關(guān)系。研究結(jié)論的實(shí)踐啟示在于,區(qū)域品牌發(fā)展的核心驅(qū)動(dòng)要素為區(qū)域資源的稟賦狀態(tài),區(qū)域內(nèi)的企業(yè)、地方政府等利益相關(guān)主體應(yīng)從樹立品牌聲譽(yù)、加強(qiáng)金融支持、提升創(chuàng)新技術(shù)投入三個(gè)方面來提升區(qū)域品牌的成長(zhǎng)動(dòng)力。在推動(dòng)區(qū)域品牌發(fā)展過程中,地方政府的主要職能應(yīng)鎖定在建構(gòu)主打產(chǎn)品的公共營(yíng)銷體系和維護(hù)產(chǎn)品市場(chǎng)交易秩序兩個(gè)方面,繼而為區(qū)域品牌成長(zhǎng)提供政策環(huán)境和必要條件。
[Abstract]:Regional brand has become an important way to enhance regional competitiveness and has an important impact on the sustainable development of regional economy. On the basis of discussing and constructing the driving mechanism of regional brand development, this paper theoretically analyzes and empirically tests the influence mechanism and function boundary of regional resource endowment on the development of regional brand, as well as the regulatory role of institutional factors in the relationship between the two. By exploring the relationship among resource endowment, institutional factors and regional brand development, the paper reveals the driving mechanism of regional brand development, which takes resource endowment as the logical starting point. Financial support and technical input have significant driving effects on the development of regional brands. In the boundary of action, public marketing plays a significant positive role in regulating the relationship between brand reputation and regional brand development. The contribution of brand reputation to regional brand development increases with the improvement of public marketing ability. Market maintenance variables play a significant positive role in the relationship between financial support and regional brand development. The more significant the role of financial support in promoting regional brand development, the more significant the two institutional factors can positively regulate the relationship between technology input and regional brand development. That is, there is a positive correlation between institutional factors and the sensitivity of regional brand development to technical input. The practical enlightenment of the research conclusion is that the core driving factors of regional brand development are the endowment state of regional resources and the enterprises in the region. Local governments and other stakeholders should promote the growth of regional brands from the following three aspects: establishing brand reputation, strengthening financial support, and promoting innovative technology investment to promote the growth of regional brands in the process of promoting the development of regional brands. The main function of the local government should be to construct the public marketing system of the main products and to maintain the order of trade in the product market, and then to provide the policy environment and the necessary conditions for the regional brand growth.
【作者單位】： 山東財(cái)經(jīng)大學(xué)工商管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目“新創(chuàng)企業(yè)商業(yè)模式設(shè)計(jì)、形成及績(jī)效影響:整合的學(xué)習(xí)機(jī)制研究”(批準(zhǔn)號(hào):71672101) 山東省科技發(fā)展計(jì)劃重點(diǎn)項(xiàng)目“基于復(fù)雜適應(yīng)性的山東省綠色食品品牌生態(tài)系統(tǒng)協(xié)同進(jìn)化研究”(批準(zhǔn)號(hào):2014GNC113014) 山東省社會(huì)科學(xué)規(guī)劃重點(diǎn)項(xiàng)目“藍(lán)色經(jīng)濟(jì)區(qū)品牌生態(tài)系統(tǒng)的復(fù)雜適應(yīng)性及協(xié)同進(jìn)化研究”(批準(zhǔn)號(hào):14BGLJ02)
【分類號(hào)】：F127

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