区域产业品牌化战略研究  

Location Industry Branding Strategy

作　　者：林升栋[1] 黄合水[1] 

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《厦门大学学报（哲学社会科学版）》2011年第2期134-140,共7页Journal of Xiamen University(A Bimonthly for Studies in Arts & Social Sciences)

基　　金：福建省软科学项目"区域产业品牌伞策略研究"(2010R0093);国家自然科学基金项目"分‘类’的文化差异对品牌延伸评价的影响"(70902040);中央高校基本科研业务费专项资金资助项目"不同文化下内隐思维方式对消费者决策的影响"(2010221086)

摘　　要：传统地理标志产品的广泛分布和改革开放后形成的为数众多的现代产业群落,以及这些产品和产业对当地经济和社会发展的重要意义,促使地方政府和行业协会实施区域产业品牌化战略。区域产业品牌化战略通过塑造区域产业品牌,为区域内从事该产业的众多中小企业及其产品背书并进行专业化管理,聚合力量共同开拓市场,是一条符合中国国情的创牌之路。传统地理标志产品在产业管理上面临"公地悲剧",应扶植行业协会,切实加大原产地保护力度;在区外市场拓展上面临"水土不服",应区分区域内外市场,采取不同定位;在区域产业内部竞争上面临"窝里斗",应引导产业内部差异化竞争,和谐发展。而现代产业集群则面临其他区域争夺产业领导权的威胁,应从"质量经济"向"品牌经济"转变。Wide distribution of traditional Geographical Indication Products （GIP） , a large number of modern industrial clusters formed since reform and opening - up and the importance of those products and industries for local economic and social development all motivate local governments and industry associations to stress location industry branding strategy. By integrating the collective strength of local companies to develop new markets, this strategy is a suitable way to create famous brands for China. Multiple case studies are used to disclose the major problems in the process of location industry branding and also provide solutions for them. To deal with the tragedy of the commons faced by the industry management of GIP, the local government should prop up industry association and enhance the protection of the country of origin. To overcome the endemic obstacle of GIP in developing new markets, different positioning strategies should be used for old markets and new markets. To weaken the internecine struggle inside GIP industry, product differentiation should be used to avoid price competition. To fight for industry leadership, modern industrial clusters have to make a shift from product quality to brand building.

关 键 词：区域产业 品牌化 传统地理标志产品 现代产业集群 

分 类 号：F061.5[经济管理—政治经济学]