产业集群品牌环境生态化对品牌关系质量驱动机制研究  

The Driven Mechanism of Brand Environmental Ecologicalization in Industry Cluster for Brand Relationship Quality

作　　者：王启万[1] 王兴元[1] 

机构地区：[1]山东大学管理学院,山东济南250100

出　　处：《华东经济管理》2012年第8期91-95,共5页East China Economic Management

基　　金：国家自然科学基金项目(70872062)

摘　　要：通过文献研究建立了品牌环境生态化的判断标准,界定了产业集群品牌环境生态化、品牌生态管理和品牌关系质量的主要构成维度和关键要素,并探讨了三者之间的作用机理,以此建立了关系模型。实证研究表明,产业集群的区位环境、供应资源、关系网络和公众基础的生态化程度越高,越有利于群内企业实行品牌生态管理,客户的品牌满意、品牌信任、品牌承诺等关系质量也越好,即产业集群品牌环境生态化有利于集群内企业实行品牌生态管理,进而有利于提升品牌关系质量。Based on literature research,the criteria of brand environmental ecologicalization is established,and the main dimensions and key constituents of brand environmental ecologicalization,brand ecological management and brand relationshipquality are respectively delimitated.Then,based on the discussion of the mechanism of brand environmental ecologicalization,brand ecological management and brand relationship quality,a relation model is established.The empirical study shows that the higher the ecologicalization of location,supply resource,relational network and public base,the more beneficial to the brand ecological management in industry cluster and the better the brand relationship quality（such as brand satisfaction,brand trust and brand promise）.In other words,brand environmental ecologicalization in industry cluster is beneficial for the enterprises to implement brand ecological management and to promote brand relationship quality.

关 键 词：产业集群 品牌环境 生态化 品牌生态管理 品牌关系质量 

分 类 号：F271[经济管理—企业管理]