品牌生态圈理论下基于“团体标准+认证”模式的区域竞争力构建研究——以“蒙”字标为例  

Research on the Construction of Regional Competitiveness Based on the “Association Standards + Certification” Model by Using the Brand Ecosphere Theory: A Case of “Inner Mongolian Top Grade”

作　　者：方放[1] 蓝学琴 贾双文 唐情 宋鑫 FANG Fang;LAN Xue-qin;JIA Shuang-wen;TANG Qing;SONG Xin(School of Public Administration,Hunan University;Inner Mongolia Institue of Quality and Standardization)

机构地区：[1]湖南大学公共管理学院 [2]内蒙古自治区质量和标准化研究院

出　　处：《标准科学》2022年第12期36-43,共8页Standard Science

基　　金：国家自然科学基金面上项目(项目编号:72274054,71673080)资助。

摘　　要：本文基于品牌生态圈理论,从品牌核心圈、内部环境圈、外部环境圈3个层次分析了“团体标准+认证”模式实现建设品牌、进而构建区域竞争力的机制。品牌核心圈直接参与和运用团体标准与认证体系,内部环境圈辅助团体标准制定和认证实施工作,外部环境圈则为“团体标准+认证”营造良好的发展环境,这3个层次中的主体通过助力打造品牌,实现区域竞争力的构建。同时,通过对“蒙”字标的案例研究发现,品牌核心圈、内部环境圈和外部环境圈协同推动了“团体标准+认证”工作的开展和“蒙”字标的建立与发展,有助于促进区域经济的增长和提升区域竞争优势。Based on the brand ecosphere theory, this paper analyzes the mechanism of the “association standards +certification” model to play a role in brand building, thus enhancing regional competitiveness from three levels: core circle, internal environment circle, and external environment circle. The core circle directly participates in and applies association standards and certification systems;the internal environment circle assists in the development of association standards and the implementation of the certification;the external environment circle creates a friendly development environment for the application of the model of “association standards + certification”. Moreover, the major actors in the three circles realize the construction of regional competitiveness by contributing to brand building. Through the case study on the “Inner Mongolian Top Grade”, it is also found that the core circle, the internal environment circle and the external environment circle have jointly promoted the implementation of the “association standards + certification”model as well as the establishment and development of “Inner Mongolian Top Grade”, which is conducive to propelling regional economic growth and improving regional competitive advantage.

关 键 词：团体标准 认证 区域竞争力 品牌生态圈理论 “蒙”字标 

分 类 号：F203[经济管理—国民经济] F273.2