【摘要】：隨著世界經(jīng)濟(jì)一體化的不斷深入，產(chǎn)業(yè)集群作為一種獨(dú)特的經(jīng)濟(jì)組織形式，因其具有品牌資源共享性、區(qū)域經(jīng)濟(jì)輻射性的復(fù)合型優(yōu)勢(shì)以及超越單體品牌的突出規(guī)模效應(yīng)和營(yíng)銷影響力，使其在國(guó)內(nèi)外的多個(gè)經(jīng)濟(jì)區(qū)域迅速崛起，成為推動(dòng)國(guó)家和區(qū)域經(jīng)濟(jì)發(fā)展的強(qiáng)大動(dòng)力和重要根基，因而進(jìn)一步的提高了集群品牌的知名度和認(rèn)可度。這種新型經(jīng)濟(jì)組織的迅猛發(fā)展和競(jìng)爭(zhēng)優(yōu)勢(shì)的充分發(fā)揮也引起了學(xué)術(shù)界的廣泛關(guān)注。 然而，國(guó)內(nèi)目前對(duì)集群品牌的研究通常聚焦于理論和宏觀層面，內(nèi)容比較寬泛，且研究的重點(diǎn)大多集中在產(chǎn)業(yè)集群的類型、成因、經(jīng)濟(jì)績(jī)效等方面，很少?gòu)奈⒂^的角度對(duì)產(chǎn)業(yè)集群品牌的架構(gòu)進(jìn)行解析，，在研究方向上，學(xué)者們對(duì)集群品牌理論的研究也多停留在理論分析層面，實(shí)證分析較少。 鑒于此，本文從消費(fèi)者角度出發(fā)，構(gòu)建產(chǎn)業(yè)集群品牌形象的結(jié)構(gòu)模型，識(shí)別出影響產(chǎn)業(yè)集群品牌形象的主要因素，進(jìn)而研究不同產(chǎn)業(yè)集群品牌形象的主要影響因素差異及其對(duì)消費(fèi)者評(píng)價(jià)影響的差異性，通過參考并借鑒與集群品牌相近的原產(chǎn)國(guó)（地）品牌等理論，建立了產(chǎn)業(yè)集群品牌形象主要影響因素及其對(duì)消費(fèi)者評(píng)價(jià)影響的理論框架，采用實(shí)驗(yàn)法，選取“乳制品產(chǎn)業(yè)集群呼和浩特”、“鞋業(yè)集群溫州”、“筆記本電腦產(chǎn)業(yè)集群昆山”、“瓷器產(chǎn)業(yè)集群景德鎮(zhèn)”，分別代表食品、耐用品、電子產(chǎn)品、民間藝術(shù)品四大產(chǎn)業(yè)來做為研究對(duì)象，通過因子分析、回歸分析等統(tǒng)計(jì)分析方法，對(duì)提出的假設(shè)進(jìn)行了相應(yīng)的檢驗(yàn)。 研究結(jié)論如下：產(chǎn)業(yè)集群品牌形象的主要影響因素構(gòu)成具有多維化，復(fù)雜化的特征，不同產(chǎn)業(yè)集群品牌形象主要影響因素差異性顯著，不同產(chǎn)業(yè)集群品牌形象主要影響因素對(duì)消費(fèi)者評(píng)價(jià)存在差異性影響。作為探索性研究，本研究填補(bǔ)了產(chǎn)業(yè)集群品牌理論在品牌形象影響因素及對(duì)消費(fèi)者評(píng)價(jià)影響研究方面的缺口的同時(shí)，為集群所在地的企業(yè)及政府根據(jù)當(dāng)?shù)禺a(chǎn)業(yè)的實(shí)際情況調(diào)整集群品牌發(fā)展戰(zhàn)略、強(qiáng)調(diào)差別化優(yōu)勢(shì)提供了理論依據(jù)，具有一定的指導(dǎo)和借鑒意義。 研究的創(chuàng)新主要在于原創(chuàng)性選題，關(guān)注產(chǎn)業(yè)集群特有的屬性，創(chuàng)建產(chǎn)業(yè)集群品牌形象主要影響因素理論模型，對(duì)不同產(chǎn)業(yè)的集群品牌形象主要影響因素差異及對(duì)消費(fèi)者評(píng)價(jià)的影響差異進(jìn)行研究，為地區(qū)發(fā)展產(chǎn)業(yè)集群品牌的戰(zhàn)略決策提供理論依據(jù)，對(duì)促進(jìn)我國(guó)產(chǎn)業(yè)集群品牌的建設(shè)具有一定的價(jià)值和意義。
[Abstract]:With the deepening of world economic integration, industrial clusters as a unique form of economic organization, because of its brand resources sharing, The complex advantage of regional economy radiation and the outstanding scale effect and marketing influence beyond single brand make it rise rapidly in many economic regions at home and abroad and become the powerful motive force and important foundation to promote the development of national and regional economy. As a result, further improve the brand awareness and recognition of the cluster. The rapid development of this new economic organization and the full play of its competitive advantage have also aroused widespread concern in academic circles. However, at present, the domestic research on cluster brands usually focuses on the theoretical and macroscopic aspects, and the research focuses on the types, causes and economic performance of industrial clusters. Rarely from the micro perspective of the industrial cluster brand structure analysis, in the research direction, scholars on the cluster brand theory also stay in the theoretical analysis level, empirical analysis is less. In view of this, from the perspective of consumers, this paper constructs the structure model of industrial cluster brand image, and identifies the main factors that affect the brand image of industrial cluster. Then it studies the difference of main influencing factors of brand image of different industrial clusters and the difference of influence on consumer evaluation, through reference and reference to the theory of origin country (place) brand which is close to cluster brand, and so on. The main influencing factors of brand image of industrial cluster and its influence on consumers' evaluation are established. The experimental method is used to select Hohhot, a dairy industry cluster, and Wenzhou, a shoe cluster. Kunshan, a notebook computer industry cluster, and Jingdezhen, a porcelain industrial cluster, represent four industries, food, durable goods, electronic products, and folk art, respectively, as research objects, through factor analysis. Regression analysis and other statistical analysis methods, the proposed hypothesis was tested. The conclusions are as follows: the main influencing factors of the brand image of industrial clusters are multidimensional and complicated, and the differences of the main influencing factors of brand image of different industrial clusters are significant. The main influencing factors of brand image in different industrial clusters have different influence on consumer evaluation. As an exploratory study, this study fills the gap in the research of the influence factors of brand image and the impact on consumer evaluation in the brand theory of industrial clusters. It provides a theoretical basis for enterprises and governments in cluster location to adjust cluster brand development strategy according to the actual situation of local industry and emphasizes the advantage of differentiation. It has certain guiding and referential significance. The innovation of the research mainly lies in the original topic selection, paying attention to the unique attributes of industrial clusters, and establishing the theoretical model of the main influencing factors of the brand image of industrial clusters. In order to provide the theoretical basis for the strategic decision of the regional development of industrial cluster brand, this paper studies the difference of the main influencing factors and the influence on the consumer evaluation of the brand image of different industries. It has certain value and significance to promote the construction of industrial cluster brand in our country.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.55

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相關(guān)期刊論文 前1條

1 范志紅;;你知道怎樣選購(gòu)牛奶嗎?[J];少年兒童研究;2009年13期

本文編號(hào)：2351752