产业集群提升区域品牌研究

发布时间：2019-01-27 12:44

【摘要】： 产业集群在本质上是一个独特的区域性创新系统。作为一种新的产业组织模式,使得许多政府采用产业集群战略以保持或增强在国际竞争中的优势,尤其是通过集群赢取区域竞争优势,但国内外学者对产业集群的研究很大程度集中在产业集群的形成及产业集群内部研究上,而对产业集群与区域品牌之间关系研究较少。论文综合运用产业集群、区域品牌、市场营销学、战略管理等相关理论知识,采用理论研究和实证分析研究相结合的方法,结合经验借鉴、典型实例分析,在研究过程中引入了市场营销理论,并提出了通过产业集群提升区域品牌的三种模式;从而达到在理论上探索产业集群与区域品牌之间的关系,以及从实践上对我国产业布局、提升区域品牌提出可参考性建议的目的。论文在梳理了产业集群和区域品牌等相关理论研究成果的基础上,阐述了产业集群和区域品牌的涵义、特征及相互互动关系,论文从考察产业集群与区域品牌相互关系、集群提升区域品牌的机理、区域品牌的集群风险防范入手,重点分析了产业集群与区域品牌互动关系,形成的原因和区域品牌的形成机理,探索性地建立了基于集群风险防范的关键关联体系模型。并论述了我国区域品牌建设过程中存在的主要问题,针对这些问题,建设性地提出了产业集群提升区域品牌的三种模式,即主导企业发展模式、政府主导型发展模式、企业、协会及政府联动模式。创新性地将营销理论运用于集群提升区域品牌的过程中来,提出了产业集群提升区域品牌的营销策略,如区域品牌的市场定位、区域品牌的营销策略等,并结合产业集群提升区域品牌的案例进行了分析。最终在全文研究基础上,站在营销角度,对成都家具产业集群提升区域品牌进行了深入的分析。
[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.
【学位授予单位】：西华大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F270-05

【引证文献】