【摘要】：在經(jīng)濟(jì)全球化的大環(huán)境下，產(chǎn)業(yè)集群得到了迅速的發(fā)展，逐漸成為了一種世界性的經(jīng)濟(jì)現(xiàn)象，產(chǎn)業(yè)集群不僅能提高產(chǎn)業(yè)整體的競(jìng)爭(zhēng)力，還能使集群內(nèi)企業(yè)實(shí)現(xiàn)有效的互補(bǔ)合作，發(fā)揮資源共享，同時(shí)增加了企業(yè)的創(chuàng)新力，在推動(dòng)區(qū)域性經(jīng)濟(jì)中起到了舉足輕重的作用，這也是如今國(guó)內(nèi)外對(duì)其極為重視的主要原因。同時(shí)，集群發(fā)展到一定規(guī)模必然會(huì)形成一個(gè)集群的品牌，集群品牌具有普通單體品牌所無法達(dá)到和模仿的競(jìng)爭(zhēng)優(yōu)勢(shì)。 但目前國(guó)內(nèi)對(duì)其的研究尚處于探索階段，大多局限于定性的指導(dǎo)研究，缺乏定量的有對(duì)照的規(guī)范的對(duì)其作用機(jī)理進(jìn)行解釋和驗(yàn)證，并且缺乏從微觀的角度解釋其對(duì)消費(fèi)者行為的影響，在指導(dǎo)實(shí)踐時(shí)沒有說服力。 本研究通過對(duì)中西方產(chǎn)業(yè)集群理論、產(chǎn)業(yè)集群概念、消費(fèi)者行為理論的相關(guān)研究進(jìn)行回顧、整理、分析后，提出了產(chǎn)品感知質(zhì)量在集群品牌形象對(duì)消費(fèi)者購(gòu)買行為產(chǎn)生影響的過程中起到了中介變量作用的假設(shè)。從微觀的角度研究集群品牌形象的作用機(jī)理，在結(jié)合相關(guān)文獻(xiàn)資料和基礎(chǔ)理論提出假設(shè)之后，采用規(guī)范的實(shí)驗(yàn)法，以“重慶涪陵榨菜”和“江西景德鎮(zhèn)瓷器”作為研究樣本，進(jìn)行定量研究、檢驗(yàn)和分析，從而起到填補(bǔ)現(xiàn)存理論不足及在建設(shè)集群品牌中的指導(dǎo)作用。 同時(shí)，在本次研究中，，創(chuàng)新性地把知識(shí)產(chǎn)權(quán)作為集群品牌形象的一個(gè)評(píng)價(jià)維度，并且在實(shí)驗(yàn)中，將消費(fèi)者的購(gòu)買行為作為因變量，集群產(chǎn)品的知識(shí)產(chǎn)權(quán)保護(hù)作自變量進(jìn)行回歸分析，得到的結(jié)果是顯著的，肯定了知識(shí)產(chǎn)權(quán)保護(hù)對(duì)于建設(shè)集群品牌的重要性。另外，本研究利用實(shí)證得來的結(jié)果，結(jié)合對(duì)消費(fèi)者的實(shí)際訪談及相關(guān)文獻(xiàn)的研讀，得到了一些對(duì)于我國(guó)產(chǎn)業(yè)集群品牌建設(shè)的建議和啟示，最后從政府、集群、企業(yè)三個(gè)層面進(jìn)行了系統(tǒng)論述。
[Abstract]:Under the environment of economic globalization, industrial clusters have developed rapidly and become a worldwide economic phenomenon. Industrial clusters can not only improve the competitiveness of the industry as a whole, but also enable enterprises in the cluster to realize effective complementary cooperation. Sharing resources and increasing the innovation power of enterprises play an important role in promoting regional economy, which is the main reason that domestic and foreign enterprises attach great importance to it. At the same time, the cluster development to a certain scale will inevitably form a cluster brand, the cluster brand has a common single brand can not achieve and imitate the competitive advantage. However, at present, the domestic research on it is still in the stage of exploration, most of which are limited to the qualitative guidance research, and lack of quantitative and normative explanation and verification of its action mechanism. And the lack of microcosmic explanation of its impact on consumer behavior is not persuasive in guiding practice. This study reviews, collates and analyzes the theories of industrial clusters, the concept of industrial clusters and the theory of consumer behavior in China and the West. The assumption that product perceived quality plays an intermediary role in the process of the impact of cluster brand image on consumer purchasing behavior is proposed. In this paper, the mechanism of cluster brand image is studied from the micro perspective. After putting forward the hypothesis by combining the relevant literature and basic theory, we adopt the standard experimental method and take "Chongqing Fuling mustard" and "Jiangxi Jingdezhen porcelain" as the research samples. Quantitative research, inspection and analysis are carried out to fill in the existing theoretical deficiencies and guide the construction of cluster brands. At the same time, in this study, the intellectual property rights are innovatively regarded as an evaluation dimension of the brand image of the cluster, and in the experiment, the purchase behavior of consumers is regarded as dependent variable. The result of regression analysis of the intellectual property protection of cluster products is significant, which confirms the importance of intellectual property protection in building cluster brands. In addition, this study makes use of the empirical results, combined with the actual interviews to consumers and the study of relevant literature, and gets some suggestions and inspiration for the brand construction of industrial clusters in China. Finally, from the government, cluster, Three levels of enterprise are systematically discussed.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.55

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