本文選題：品牌企業(yè)　切入點(diǎn)：區(qū)域品牌　出處：《中南大學(xué)》2010年博士論文　論文類型：學(xué)位論文

【摘要】： 經(jīng)濟(jì)的發(fā)展與崛起離不開承載著資本、技術(shù)和勞動(dòng)力要素的現(xiàn)代企業(yè),而代表著高要素高品質(zhì)高文化含量的品牌企業(yè)顯然已成為經(jīng)濟(jì)發(fā)展的主力軍。因此我們說(shuō)21世紀(jì)是品牌競(jìng)爭(zhēng)的時(shí)代,特別是在經(jīng)濟(jì)市場(chǎng)化和經(jīng)濟(jì)全球化不斷深化的條件下,國(guó)家與國(guó)家之間、地區(qū)與地區(qū)之間的競(jìng)爭(zhēng)不僅是單個(gè)品牌企業(yè)、單個(gè)名牌產(chǎn)業(yè)之間的競(jìng)爭(zhēng),而且也是名牌產(chǎn)業(yè)群之間的競(jìng)爭(zhēng)。 從目前國(guó)內(nèi)外學(xué)者的理論研究現(xiàn)狀來(lái)看,對(duì)品牌企業(yè)與區(qū)域經(jīng)濟(jì)發(fā)展的系統(tǒng)性研究還不夠。因此,本研究立足于我國(guó)品牌企業(yè)建設(shè)與區(qū)域經(jīng)濟(jì)發(fā)展現(xiàn)狀,以區(qū)域經(jīng)濟(jì)發(fā)展為對(duì)象,以企業(yè)品牌為切入點(diǎn),以品牌企業(yè)與區(qū)域經(jīng)濟(jì)發(fā)展的內(nèi)在邏輯關(guān)系為主線,從理論上探討了品牌企業(yè)促進(jìn)區(qū)域經(jīng)濟(jì)發(fā)展的機(jī)理,從實(shí)證上分析了品牌企業(yè)與區(qū)域經(jīng)濟(jì)發(fā)展的相關(guān)性及對(duì)其的貢獻(xiàn)度,并進(jìn)一步用案例分析其有效性,通過(guò)研究得到以下結(jié)論： (1)品牌企業(yè)促進(jìn)區(qū)域經(jīng)濟(jì)發(fā)展的機(jī)理是通過(guò)兩種路徑實(shí)現(xiàn)的,即單個(gè)品牌企業(yè)對(duì)區(qū)域經(jīng)濟(jì)發(fā)展的作用和區(qū)域品牌對(duì)區(qū)域經(jīng)濟(jì)發(fā)展的作用。單個(gè)品牌企業(yè)通過(guò)增加資本要素、優(yōu)化產(chǎn)業(yè)結(jié)構(gòu)、轉(zhuǎn)變經(jīng)濟(jì)增長(zhǎng)方式等方面實(shí)現(xiàn)了對(duì)區(qū)域經(jīng)濟(jì)發(fā)展的促進(jìn)作用。區(qū)域品牌是通過(guò)區(qū)域內(nèi)產(chǎn)業(yè)集群結(jié)構(gòu)的優(yōu)化、區(qū)域內(nèi)產(chǎn)業(yè)集群競(jìng)爭(zhēng)力的提高、區(qū)域內(nèi)城市化及城市群的加快發(fā)展等方面對(duì)區(qū)域經(jīng)濟(jì)發(fā)展產(chǎn)生促進(jìn)作用。 (2)品牌企業(yè)與區(qū)域經(jīng)濟(jì)發(fā)展具有正相關(guān)性,而且借助于灰色層次分析法從品牌企業(yè)對(duì)區(qū)域經(jīng)濟(jì)發(fā)展的直接經(jīng)濟(jì)貢獻(xiàn)價(jià)值和產(chǎn)業(yè)關(guān)聯(lián)帶動(dòng)效用兩個(gè)方面可以構(gòu)建出品牌企業(yè)的貢獻(xiàn)度模型,測(cè)算出單個(gè)品牌企業(yè)對(duì)區(qū)域經(jīng)濟(jì)發(fā)展的貢獻(xiàn)大小,在此基礎(chǔ)上,根據(jù)品牌的不同類型,對(duì)處于同一類型品牌的地區(qū)貢獻(xiàn)度進(jìn)行算術(shù)平均,可以得到各類型品牌的總體貢獻(xiàn)度。 (3)以長(zhǎng)沙市為個(gè)案運(yùn)用貢獻(xiàn)度模型分析了長(zhǎng)沙市名牌企業(yè)與長(zhǎng)沙市經(jīng)濟(jì)發(fā)展的關(guān)系,可以發(fā)現(xiàn)：長(zhǎng)沙市名牌企業(yè)對(duì)長(zhǎng)沙市經(jīng)濟(jì)發(fā)展具有重要的意義與作用；長(zhǎng)沙市區(qū)域品牌對(duì)長(zhǎng)沙市經(jīng)濟(jì)發(fā)展的影響也逐步越來(lái)越大。 所以,我們要以打造名牌企業(yè)和加快發(fā)展區(qū)域品牌為目標(biāo),結(jié)合當(dāng)前名牌戰(zhàn)略實(shí)施中存在的問(wèn)題,結(jié)合政府、企業(yè)以及社會(huì)中介三方的力量進(jìn)一步推進(jìn)名牌戰(zhàn)略。首先,要協(xié)調(diào)好“名牌戰(zhàn)略”與經(jīng)濟(jì)發(fā)展、產(chǎn)業(yè)結(jié)構(gòu)、市場(chǎng)開拓之間的關(guān)系。其次,要企業(yè)以品牌戰(zhàn)略為核心,圍繞品牌意識(shí)、企業(yè)創(chuàng)新、營(yíng)銷策略加快品牌建設(shè)；再次要充分發(fā)揮當(dāng)?shù)卣穆毮茏饔?通過(guò)產(chǎn)業(yè)、財(cái)政、稅收、金融、法律、制度等政策持續(xù)推進(jìn)名牌戰(zhàn)略；最后,要以社會(huì)中介組織為橋梁,加大品牌的宣傳和推廣。
[Abstract]:The development and rise of the economy can not be separated from modern enterprises carrying capital, technology and labor elements. Brand enterprises, which represent high quality and high cultural content, have obviously become the main force of economic development. Therefore, we say 21th century is the era of brand competition, especially under the conditions of economic marketization and deepening economic globalization. The competition between countries, regions and regions is not only the competition between individual brand enterprises, single famous brand industries, but also the competition among famous brand industrial groups. From the current theoretical research situation of domestic and foreign scholars, the systematic research on brand enterprise and regional economic development is not enough. Therefore, this research is based on the current situation of brand enterprise construction and regional economic development in China. Taking the regional economic development as the object, taking the enterprise brand as the breakthrough point, taking the internal logical relationship between the brand enterprise and the regional economic development as the main line, this paper theoretically discusses the mechanism of the brand enterprise promoting the regional economic development. From the empirical analysis of the brand enterprise and the regional economic development of the relevance and contribution to its degree, and further use of the case study of its effectiveness, through the study of the following conclusions:. (1) the mechanism of promoting regional economic development by brand enterprises is realized through two ways, that is, the role of individual brand enterprises in regional economic development and the role of regional brands in regional economic development. Optimizing the industrial structure, changing the mode of economic growth and so on have realized the promotion function to the regional economic development. The regional brand is through the optimization of the industrial cluster structure in the region, the competitiveness of the industrial cluster in the region is improved. Regional urbanization and urban agglomeration accelerate the development of regional economy. (2) Brand enterprises have positive correlation with regional economic development, Furthermore, with the help of grey analytic hierarchy process, the contribution degree model of brand enterprises can be constructed from two aspects: the direct economic contribution value of brand enterprises to regional economic development and the utility of industrial linkage drive. The contribution of a single brand enterprise to regional economic development is calculated. On this basis, according to the different types of brand, the regional contribution of the same brand is arithmetic average, and the overall contribution of each type of brand can be obtained. (3) taking Changsha as a case, the paper analyzes the relationship between the famous brand enterprises in Changsha and the economic development of Changsha by using the contribution degree model. It can be found that the famous brand enterprises in Changsha have important significance and function to the economic development of Changsha; The influence of Changsha regional brand on Changsha's economic development is getting bigger and bigger. Therefore, we should aim at building famous brand enterprises and speeding up the development of regional brands, combine the problems existing in the implementation of the current famous brand strategy, and combine the forces of the government, enterprises and social intermediaries to further promote the famous brand strategy. First of all, The relationship between "famous brand strategy" and economic development, industrial structure and market development should be well coordinated. Secondly, enterprises should take brand strategy as the core, focus on brand awareness, enterprise innovation and marketing strategy to speed up brand construction; Thirdly, it is necessary to give full play to the function of the local government, and continue to promote the famous brand strategy through the policies of industry, finance, taxation, finance, law, system, etc. Finally, we should take the social intermediary organizations as the bridge to increase the publicity and promotion of the brand.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2010
【分類號(hào)】：F273.2;F207

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王福燕;福建地區(qū)品牌經(jīng)濟(jì)初探[D];福建師范大學(xué);2012年

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本文編號(hào)：1563619