基于区域产业特质的企业品牌策略研究——以三峡库区生态经济区为例  

Corporate Branding Strategy Based on the Characteristics of Regional Industrial Research——A Case Study of Three Gorges Reservoir Area

作　　者：李佛关[1] 

机构地区：[1]重庆三峡学院经济与管理学院,重庆万州404120

出　　处：《经济与管理》2012年第4期83-87,共5页Economy and Management

基　　金：国家自然科学基金青年项目(71002067);教育部人文社科青年项目(10YJC790095);重庆三峡学院青年项目(10QN-11)

摘　　要：区域产业特质是企业获取竞争优势的重要外部来源,对区域产业内企业的品牌建设具有重要影响,因此,企业在进行品牌的建构过程中应该对它们给予充分的考虑。以三峡库区生态经济区为例,从地域条件、产业状况和区域品牌三个方面研究库区、库区产业及两者的特质情况,结果表明:创建品牌、依靠品牌塑造产品的差异化才是企业增强竞争力、提升利润的有效途径。Regional industrial characteristics is important external sources to gain competitive advantage and have an important impact on enterprises in brand building within the regional industrial enterprises. Thus, enterprise in the brand building process should give full consideration to them. A case of the ecological economic area of Three Gorges area, it researches the reservoir, reservoir industry and both of their characteristics from the geographical conditions, industrial and regional brand three aspects. The results show that it is the enterprise competitiveness and enhances the efficient way of profit to create a brand and rely on brand product differentiation.

关 键 词：区域 产业 特质 品牌策略 

分 类 号：F274[经济管理—企业管理]