区域公共品牌生态系统价值共创机制研究--以“品字标浙江制造”为例  

Research on the value co-creation mechanism of regional public brand ecosystem:a case study of“Top Quality Brands Made in Zhejiang”

作　　者：李正卫[1] 赵鑫 王飞绒[1] LI Zhengwei;ZHAO Xin;WANG Feirong(School of Management,Zhejiang University of Technology,Hangzhou 310023,China)

机构地区：[1]浙江工业大学管理学院,浙江杭州310023

出　　处：《浙江工业大学学报（社会科学版）》2022年第3期241-248,共8页Journal of Zhejiang University of Technology：Social Sciences

基　　金：浙江省自然科学基金项目(LY20G020017)。

摘　　要：基于制造业转型升级的背景,以“品字标浙江制造”为研究对象,结合价值共创理论,探索了区域公共品牌生态系统在不同阶段的演化机制。研究发现:区域公共品牌生态系统价值共创模式经历了“政府拉动型-平台推动型-社会联动型”的动态演化;在多元主体嵌入环节,核心驱动机制经历了“指令型制度驱动-服务型制度驱动-市场驱动”的转变;在资源整合环节,标准体系以客户为导向,通过“体系整合-固基纳新-服务延展”逐步完善,认证模式以企业为导向,通过“独立认证-信用管理+成员扩充-联合认证”逐步实现整合;区域公共品牌生态系统的治理需要政府、企业、社会等多元力量共同参与,而不是由政府完全主导,同时政府发挥的职能要随着生态系统的演化进行转变。Under the background of transformation and upgrading of manufacturing,this paper explores the evolution of the regional public brand ecosystem at different stages in terms of the theory of value co-recreation by taking“Made in Zhejiang”top quality brands as examples.The research proposes that:first,the value co-creation process of the regional public brand ecosystem has undergone a dynamic evolution of“government-pulling,platform-driving and social linkage”;second,during the process of multi-subject embedding,the core driving mechanism has undergone the transformation of“instruction institution-service institution-market driving”;third,in the link of resource integration,the standard system is customer-oriented and gradually improved through the stage of“system integration-content enrichment-service extension”and with enterprise-oriented certification model,the integration is gradually realized through“independent certification-credit management plus membership expansion-joint certification”.It also concludes that its governance entails the participation of multiple forces such as the government,enterprises,and society,rather than the sole functioning by the government;at the same time,the government's functions must be transformed accordingly with the evolution of the ecosystem.

关 键 词：区域公共品牌生态系统 价值共创 标准 认证 

分 类 号：F427[经济管理—产业经济]