区域品牌形成中的簇群效应——以温州为例的研究  

The Research on Cluster Effect during the Process of Place Branding Formation——A Case Study of Wenzhou

作　　者：孙丽辉[1] 盛亚军[1] 许天舒 

机构地区：[1]吉林财经大学工商管理学院,吉林长春130117 [2]中国移动吉林省分公司,吉林长春130033

出　　处：《经济管理》2010年第12期96-103,共8页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"基于产业群的区域名牌与名牌簇群形成与效应机理研究"(70572066)

摘　　要：区域品牌的形成是产业集群发展到一定阶段的产物。在区域品牌形成过程中,集群内众多名牌企业的聚集及其效应的存在起着重要的中介作用。本文从理论上论证了在产业集群的产业优势向区域品牌转化过程中名牌簇群效应作为中介变量所起的作用及其机理,并通过对温州低压电器、鞋业和服装三大产业集群305份有效样本的数据分析,在验证产业集群产业优势与区域品牌之间因果关系的基础上,进一步验证名牌簇群效应所起的中介作用。The formation of place branding is the outcome of industrial cluster development. During the process of its formation, the aggregation of numerous famous enterprises and its effects played mediating effects. This research theoretically proved that, to be a mediating variable, famous-brands cluster plays a significant effect when industrial advantages influence on place branding formation, then illustrate this mechanism furthermore. This research empirically examine the cause and effect relationship between industrial cluster advantages and place branding formation, and mediating effects of famous-brands community, sampling 305 survey data from three main industrial clusters in Wenzhou： Low Voltage industry, Shoe Industry, and Clothing Industry for analysis.

关 键 词：名牌簇群 名牌簇群效应 区域品牌 产业集群 中介作用 

分 类 号：F713.50[经济管理—市场营销]