产业集群条件下小微企业品牌建设的路径分析

发布时间：2018-04-04 07:09

本文选题：产业集群　切入点：小微企业　出处：《江西社会科学》2015年11期

【摘要】：与大企业品牌建设不同,小微企业通过产业集群进行品牌建设具有自身独特的路径,而这其中最关键的就是区域品牌的形成。区域品牌具有一定公共产品的属性,其既具有极强的正外部性,对于集群内部小微企业品牌的建立具有促进作用,同时也容易导致"公共地的悲剧",对小微企业品牌的建立具有负面甚至是毁灭性影响。如何从"强区域品牌、弱企业品牌"过渡到"强区域品牌、强企业品牌",不仅关系小微企业品牌建设的目标能否实现,更关系区域品牌是否会被滥用从而造成不可持续发展的问题。可通过政府、行业协会和小微企业三方面的协同努力,来实现"强区域品牌、弱企业品牌"向"强区域品牌、强企业品牌"的跨越。
[Abstract]:Different from the brand building of large enterprises, small and micro enterprises have their own unique path of brand building through industrial clusters, and the most important one is the formation of regional brands.Regional brand has the attribute of public goods, which has strong positive externality and promotes the establishment of the brand of small and micro enterprises in the cluster.At the same time, it is easy to lead to "tragedy of public land", which has a negative or even destructive impact on the establishment of small and micro-enterprise brand.How to transition from "strong regional brand, weak enterprise brand" to "strong regional brand, strong enterprise brand" is not only related to whether the goal of brand building of small and micro enterprises can be realized,More related to whether regional brands will be abused, resulting in unsustainable development.Through the concerted efforts of government, trade association and small and micro enterprises, we can realize the leapfrogging from "strong regional brand, weak enterprise brand" to "strong regional brand and strong enterprise brand".
【作者单位】：湖南女子学院经济与管理系;
【基金】：湖南省科技计划项目“湖南农村微型企业发展模式研究”(2012NK3095) 湖南省情与决策咨询研究课题项目“提升湖南微型企业营销持续创新能力的研究”(2013BZZ87) 湖南省“十二五”重点建设学科“企业管理”资助项目(湘教发[2011]78号) 校级重点建设学科“市场营销”资助项目(湘女院通字[2013]10号)
【分类号】：F273.2

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