传统区域品牌保护不力的原因及对策——以金华火腿品牌危机为例  

Causes of Slack Protection of the Traditional Regional Brands and Measures to Be Taken:Taking the Brand Crisis of Jinhua Ham as an Example

作　　者：童兵兵 王水嫩[1] 

机构地区：[1]浙江省体育职业技术学院,浙江杭州310012

出　　处：《浙江树人大学学报》2005年第4期37-40,共4页Journal of Zhejiang Shuren University

摘　　要：近年来知名传统区域品牌受假冒伪劣产品“株连”的事件屡有发生,导致许多传统区域品牌的声誉下降,无形资产贬值。本文以“金华火腿”品牌危机为例,结合产业经济学和区域经济学理论,剖析传统区域品牌保护不力的原因,进而提出从品牌产权保护、产品质量控制、产业集聚发展、品牌梯队建设、产业环境营造、产业内部协调机制完善等六个方面提出加强传统区域品牌保护的对策。In recent years, famous traditional regional brands were often involved in civil cases by fake and shoddy products, which leads to the decline in reputation of many traditional regional brands. Taking as an example the brand crisis of Jinhua Ham, and based on industrial economics and regional economics, the paper insects the causes of slack protection of the traditional regional brands and proposes measures of strengthening the protection of traditional regional brands in the six aspects of protecting brand property rights, controlling product quality, developing industry intensively, building up brand echelons, producing industrial environment and perfecting the internal coordinating mechanism of the industry.

关 键 词：区域品牌 品牌危机 品牌产权 品牌梯队 

分 类 号：F426.82[经济管理—产业经济]