集群品牌是集群整体的品牌还是集群产品的品牌?  

Is Cluster Brand the Brand of A Cluster-as-Whole or the Brand of A Cluster's Product?

作　　者：何晓媛[1] 宋永高[1] 

机构地区：[1]浙江理工大学经济管理学院,杭州310018

出　　处：《商业研究》2016年第8期137-144,共8页Commercial Research

基　　金：浙江省哲学社会科学规划办资助项目"基于消费者视角的集群品牌有效性系列实验研究--以浙江省集群品牌为例";项目编号:16NDJC228YB

摘　　要：通过对集群品牌术语提出的背景、概念理解演变的分析,本文提炼出两种典型的集群品牌理解:集群整体的品牌和整个集群的产品品牌,并用图形方式清晰地展示了两种理解根本区别和创建思路差异,认为集群品牌的正确理解应该是集群整体的品牌。Based on the analysis of the background of the cluster brand term emerging and the evolution of understanding of this concept , this paper extracted two typical understandings of cluster brand：the brand of a cluster-as-whole and the brand of the cluster′s products , showed their fundamental differences with two figures , and pointed that their brand build-ing ways, methods were significantly different .The paper argued that the right understanding of cluster brand should be the brand of a cluster-as-whole.

关 键 词：产业集群 集群品牌化 集群品牌 地名+产业(品)名 

分 类 号：F274[经济管理—企业管理]