区域公用品牌价值提升路径研究——无形公共资产视角  

Research on the Path of Regional Public Brand Value Growth—Based on the Perspective of Intangible Public Assets

作　　者：乔怡迪 吴祎炀 卞佳玲 Qiao Yidi;Wu Yiyang;Bian Jialing(Institute of Quality Development Strategy,Wuhan University,Macro-Quality Management Collaborative Innovation Center of Hubei Province,Research Center for Competition Policy and High Quality Economic Development)

机构地区：[1]武汉大学质量发展战略研究院、宏观质量管理湖北省协同创新中心、竞争政策与经济高质量发展研究中心

出　　处：《宏观质量研究》2023年第5期16-32,共17页Journal of Macro-quality Research

基　　金：教育部哲学社会科学研究重大课题攻关项目(15JZD023);国家社科基金重大项目(16ZAD045)的资助。

摘　　要：高价值的区域公用品牌可以有效提升农产品的市场价值,但并不是所有的区域公用品牌都具有高价值。如何以有效做法提高区域公用品牌的品牌价值,是需要关注的重要问题。文章以“随州香菇”为主体案例,采用理论研究和单一案例研究相结合的方法,对这一问题进行研究。研究认为,把握区域公用品牌作为“无形公共资产”的性质特征,是有效提升区域公用品牌价值的关键。区域公用品牌的有效建设需要以政府为主导,对品牌资产进行体系化的持续性长期投入和建设。研究提出,区域公用品牌建设的方法体系框架是“基础资源+关键行为”的组合,即人力资源、信息资源和组织资源与产品、价格、渠道和宣传四项策略的组合。研究使用“随州香菇”的案例对理论框架进行了印证,提炼了随州在该区域公用品牌建设实践中有成效的做法。研究尝试为区域公用品牌建设有效性领域的研究提供探索性的理论框架和启发性的实践方法。A regional public brand can give agricultural product a higher market value;however,not all regional public brands are of high value.How to improve the brand value of the regional public brand with effective work is an important issue that needs attention.The article takes a regional public brand“Suizhou Shiitake Mushroom”as a research case,and adopts a combination of theoretical research and single case study to study this issue.The study concludes that understanding the features of the regional public brand as“an intangible public asset”is the key to effectively enhancing the value of regional public brand.Effective construction of regional public brands requires government-led,systematic methods and sustained long-term investment.The study proposes that the methodological framework for regional public brand building is a combination of“basic resources add key behaviors”.It concludes human resources,information resources and organizational resources and four main marketing strategies:product,price,channel and publicity.The study uses the case of“Suizhou Shiitake Mushroom”to confirm the theoretical framework,and extracts the effective practices of Suizhou City in the regional public brand building practice.The study attempts to provide an exploratory theoretical framework and an inspiring practical approach for research on the effectiveness of regional public branding.

关 键 词：区域公用品牌 无形公共资产 品牌价值 方法体系 案例研究 

分 类 号：F323.5[经济管理—产业经济]