企业集群品牌建设研究

发布时间：2018-04-18 14:52

本文选题：企业集群 + 企业集群品牌　；参考：《湘潭大学》2009年硕士论文

【摘要】： 企业集群作为一种新的经济组织形式,在世界范围内已普遍存在。我国也已经形成了一定数量和规模的企业集群,但是部分企业集群在全球范围内的竞争力和影响力还很小。因此,实施企业集群品牌战略、加强企业集群品牌建设成为一种客观需求。建立企业集群品牌,不仅可以发挥企业集群的外部规模经济优势,还可以利用品牌的辐射功能,提升企业集群的综合竞争实力;建立企业集群品牌还能规范企业集群的内部管理、转变企业集群的增长方式,对促进企业集群的良性发展具有重要的意义。企业集群品牌建设包括集群品牌形成和集群品牌培育两个阶段,集群品牌的形成是一个自发的过程,是集群品牌建设的基础;集群品牌的培育是在具备集群品牌雏形时,集群内相关主体主动参与、不断完善集群品牌的过程。集群品牌的形成是一个有机顺序的联系过程,在其形成过程中受到集群产品与服务质量和人力资源等核心因素和集群文化与区位因素等支撑因素的影响。企业集群品牌产生之后,会经历一个从萌芽经成长、确立至成熟和强化的过程,并在各成长阶段呈现出不同的特征。企业集群品牌的培育是个系统、复杂的过程,也是一种集体行为,需要集群内相关主体如企业、行业协会、政府等的参与并发挥其职能。依据它们在培育中的不同地位,将集群品牌的培育模式分为龙头企业主导型、行业协会主导型和政府主导型三种。在集群品牌的培育过程中,可以通过培育优质产品与服务、培育企业自主品牌、推广集群品牌形象、维护集群品牌声誉的措施加快集群品牌的建设。我国也已开始企业集群品牌的创建工作,并取得了较好的成效,涌现出一些颇具影响力的集群品牌,带动了企业集群经济的发展。但是在我国集群品牌的建设过程中也存在集群产品与服务档次低、集群品牌建设的人力资源缺乏、集群内企业在集群品牌建设方面的技术创新不足、集群品牌建设的文化氛围淡薄、集群品牌营销有待加强、集群品牌公共物品特性导致集群品牌建设中的“搭便车”行为、行业协会在集群品牌建设中的服务职能不完善和政府对集群品牌建设的政策支持与监管力度不够的问题。本文针对以上问题,提出提高集群产品与服务质量、重视集群品牌建设所需人力资源的培育、营造集群品牌建设所需的技术创新环境、培育集群品牌文化与合作文化、加强集群品牌营销等对策,以加快我国企业集群品牌的建设。
[Abstract]:As a new form of economic organization, enterprise cluster has been widely existed all over the world.China has also formed a certain number and scale of enterprise clusters, but the competitiveness and influence of some clusters in the global scope is still very small.Therefore, it is an objective demand to implement the brand strategy of enterprise cluster and strengthen the brand construction of enterprise cluster.The establishment of enterprise cluster brand can not only bring into play the advantages of external scale economy of enterprise cluster, but also enhance the comprehensive competitive strength of enterprise cluster by utilizing the radiation function of enterprise cluster.The establishment of enterprise cluster brand can also standardize the internal management of enterprise cluster and change the growth mode of enterprise cluster. It is of great significance to promote the healthy development of enterprise cluster.Enterprise cluster brand construction includes two stages: cluster brand formation and cluster brand cultivation. The formation of cluster brand is a spontaneous process, which is the foundation of cluster brand construction.In the cluster the related main body participates actively, unceasingly consummates the cluster brand the process.The formation of cluster brand is an organic sequential process, which is influenced by the core factors such as product and service quality and human resources, and the supporting factors of cluster culture and location.After the emergence of enterprise cluster brand, it will go through a process from sprout growth, establishment to maturity and strengthening, and show different characteristics in each growth stage.The cultivation of enterprise cluster brand is a systematic, complex process and a collective behavior, which needs the participation and function of the relevant subjects such as enterprises, trade associations, governments and so on.According to their different status in cultivation, the cultivation mode of cluster brand is divided into three types: leading enterprise, leading industry association and government.In the process of cultivating cluster brand, we can speed up the construction of cluster brand by cultivating high quality products and services, cultivating enterprise independent brand, popularizing cluster brand image and maintaining cluster brand reputation.Our country has also started to establish the enterprise cluster brand, and has achieved good results. Some influential cluster brands have emerged, which has driven the development of enterprise cluster economy.However, in the process of cluster brand construction in China, there are also low grade of products and services of cluster, lack of human resources in cluster brand construction, insufficient technological innovation in cluster brand construction of enterprises in cluster.The cultural atmosphere of the cluster brand construction is weak, the cluster brand marketing needs to be strengthened, and the characteristics of the cluster brand public goods lead to the "hitchhiking" behavior in the cluster brand construction.The service function of industry association in cluster brand construction is not perfect and the government policy support and supervision on cluster brand construction are not enough.In view of the above problems, this paper proposes to improve the quality of cluster products and services, attach importance to the cultivation of human resources needed for cluster brand building, create the technological innovation environment needed for cluster brand building, and foster cluster brand culture and cooperation culture.Strengthen the cluster brand marketing and other countermeasures in order to accelerate the construction of enterprise cluster brand.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F270

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