产业集群品牌对嵌入品牌的影响机制——基于525份问卷统计分析  

The Mechanism of Influence of Industrial Cluster Brand on Embedded Brand——Based on a Statistical Analysis of 525 Questionnaires

作　　者：杨志文[1] 

机构地区：[1]中共浙江省委党校浙江省科学发展观与浙江发展研究中心,浙江杭州311121

出　　处：《财经论丛》2015年第1期10-15,共6页Collected Essays on Finance and Economics

基　　金：国家自然科学基金资助项目(71173196);浙江省哲学社会科学规划重点资助项目(11YD02Z)

摘　　要：本文通过构建产业集群品牌影响消费者选择嵌入品牌的结构方程模型,以在绍兴柯桥"中国轻纺城"市场开展的面向国内外专业采购商的525份问卷计量分析结果为依据,揭示了影响消费者选择嵌入品牌的诸因素中,嵌入品牌与产业集群品牌的品牌形象一致程度、区域空间的同一性和产品同质性具有非常重要的作用,并就嵌入品牌有效利用产业集群品牌的市场影响力提出了三点对策建议。With a structural equation model addressing the influence of industrial cluster brand on consumer choice of embedded brands,this paper conducts a statistical analysis of the 525 questionnaires collected from domestic and foreign professional purchasers in ＂China Textile City＂. It identifies several important factors which have a strong influence on consumer choice of embedded brands. These include the degree of image consistency between embedded brands and industrial cluster brands,the sameness in regional space,and product homogeneity of industrial cluster brands and embedded brands. This paper puts forwards three suggestions for the embedded brands to make an effective use of market influence of industrial cluster brands.

关 键 词：消费者选择 产业集群品牌 嵌入品牌 

分 类 号：F713.54[经济管理—市场营销]