跨境电商产业国际集群品牌形成机理研究——基于扎根理论分析  

Research on the Formation Mechanism of International Cluster Brand of Cross-border E-commerce Industry

作　　者：张晓东 何攀 Zhang Xiaodong;He Pan(School of Economics and Management,Inner Mongolia Agricultural University,Hohhot 010010,China)

机构地区：[1]内蒙古农业大学经济管理学院

出　　处：《科技管理研究》2019年第22期237-246,共10页Science and Technology Management Research

基　　金：内蒙古农业大学高层次人才科研启动项目“跨境电商产业国际集群品牌形成机理与创新机制研究”(NDYB2018-20);内蒙古自然科学基金项目“跨境电商综合试验区区位价值影响因素及形成机理——基于呼和浩特的实证研究”(2019MS07010);中国物流学会面上课题“出口跨境电商视域下供应链品牌化机制研究”(2019CSLKT3-021)

摘　　要：回顾跨进电商集群品牌研究的相关理论,应用扎根理论对跨境电商国际集群品牌的形成进行范畴提炼与模型构建,研究跨境电商产业国际集群品牌的形成机理,揭示跨境电商产业国际集群品牌形成的关键阶段、具体过程、发展格局、环境支撑与决定要素,并提出跨境电商产业国际集群品牌的发展策略。The paper reviewed the related theories on the brand research of e-commerce clusters, applied the grounded theory to carry out the category refinement and model building of the cross-border e-commerce international cluster brands, studied the formation mechanism of international cluster brands of cross-border e-commerce industry, and revealed the key stages, development patterns, environmental support and decision elements of the international cluster brand formation, and the development strategy of international cluster brands in the cross-border e-commerce industry.

关 键 词：跨境电商 集群品牌 形成机理 发展策略 

分 类 号：F406.11[经济管理—产业经济]