战略性新兴产业集群品牌生态系统研究  

A study on the ecosystem of cluster brands in strategic emerging industries

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：《科研管理》2013年第10期153-160,共8页Science Research Management

基　　金：国家自然科学基金(70872062);项目名称:基于生态隐喻的品牌管理理论及其实证应用研究;中国博士后科学基金(2013M531302);项目名称:集群品牌生态系统构建及驱动机制研究

摘　　要：构建战略性新兴产业集群品牌生态系统有助于地方政府和企业创建和发展战略性新兴产业集群品牌。本文运用文献法、焦点小组访谈、实证研究逐级递进的研究方法,构建了一个由8个类别和33个关键要素构成的战略性新兴产业集群品牌生态系统,并验证了系统要素之间的关系,其中,品牌宏观要素、品牌产业要素、品牌资源要素、品牌支持要素正向影响品牌集群要素,品牌宏观要素、品牌产业要素、品牌集群要素正向影响品牌企业要素,品牌企业要素正向影响品牌市场要素,而品牌竞争要素与品牌企业要素呈负相关关系。To construct the ecosystem of cluster brand in strategic emerging industries is beneficial for the local government and enterprises to establish and develop cluster brand in strategic emerging industries.This paper,with progressive application of literature review,focus group interview and empirical study,constructs an ecosystem of cluster brands in strategic emerging industries,consisting of 8 categories and 33 key constituents,and then tests and verifies the relations among those constituents.The result shows that the macro-environment constituents,industry constituents,resource constituents and supportive constituents have a positive influence on the cluster constituents;the macro-environment constituents,industry constituents and cluster constituents have a positive influence on the enterprise constituents;the enterprise constituents have a positive influence on the market constituents;and the competitor constituents have a negative influence on the enterprise constituents.

关 键 词：战略性新兴产业 集群品牌 品牌生态系统 

分 类 号：F062.9[经济管理—政治经济学]