產(chǎn)業(yè)集群品牌建設(shè)策略研究
發(fā)布時間：2018-08-07 17:59
【摘要】：產(chǎn)業(yè)集群品牌凝聚著產(chǎn)業(yè)集群內(nèi)企業(yè)的共同屬性、價值等核心要素,是促進區(qū)域經(jīng)濟發(fā)展的良好載體。目前,我國的產(chǎn)業(yè)集群品牌建設(shè)還存在著諸多共性問題:產(chǎn)業(yè)集群缺乏具有核心內(nèi)涵的集群品牌,品牌建設(shè)大多缺乏明確的思路和整體安排,普遍存在對集群品牌重使用、輕維護、不建設(shè)的行為,產(chǎn)品同質(zhì)化競爭嚴重,創(chuàng)新能力不足,等等。針對上述問題,提出了產(chǎn)業(yè)集群品牌建設(shè)策略:明確集群品牌建設(shè)主體和品牌培植模式,形成品牌建設(shè)規(guī)劃;加強集群企業(yè)協(xié)同管理,建立和提升品牌聯(lián)動效應(yīng);建立集群品牌識別系統(tǒng),規(guī)范集群品牌管理機制;建立和完善有利于產(chǎn)業(yè)集群品牌塑造的公共服務(wù)載體。最后,以沈陽裝備制造產(chǎn)業(yè)集群為例,探討了推進產(chǎn)業(yè)集群品牌建設(shè)的具體對策。
[Abstract]:Industrial cluster brand condenses the common attribute and value of enterprises in industrial cluster and is a good carrier to promote the development of regional economy. At present, there are still many common problems in the brand construction of industrial clusters in China: the lack of cluster brands with core connotation, the lack of clear ideas and overall arrangement of brand construction, and the widespread reuse of cluster brands. Light maintenance, non-construction behavior, product homogenization competition, innovation capacity, and so on. Aiming at the above problems, this paper puts forward the strategy of brand building in industrial cluster: defining the main body and mode of brand building in cluster, forming brand building plan, strengthening cooperative management of cluster enterprises, establishing and promoting the linkage effect of brand; Establish the cluster brand identification system, standardize the cluster brand management mechanism, establish and perfect the public service carrier which is conducive to the brand shaping of industrial cluster. Finally, taking Shenyang equipment manufacturing industry cluster as an example, the concrete countermeasures to promote the brand construction of industrial cluster are discussed.
【作者單位】： 遼寧生產(chǎn)力促進中心;東北大學工商管理學院;
【基金】：國家火炬計劃面上項目(2013GH550160) 國家科技支撐計劃(2102BAH25F00) 遼寧省教育廳一般項目(wj2013044) 遼寧省科技廳軟科學項目(2013401028)
【分類號】：F273.2
[Abstract]:Industrial cluster brand condenses the common attribute and value of enterprises in industrial cluster and is a good carrier to promote the development of regional economy. At present, there are still many common problems in the brand construction of industrial clusters in China: the lack of cluster brands with core connotation, the lack of clear ideas and overall arrangement of brand construction, and the widespread reuse of cluster brands. Light maintenance, non-construction behavior, product homogenization competition, innovation capacity, and so on. Aiming at the above problems, this paper puts forward the strategy of brand building in industrial cluster: defining the main body and mode of brand building in cluster, forming brand building plan, strengthening cooperative management of cluster enterprises, establishing and promoting the linkage effect of brand; Establish the cluster brand identification system, standardize the cluster brand management mechanism, establish and perfect the public service carrier which is conducive to the brand shaping of industrial cluster. Finally, taking Shenyang equipment manufacturing industry cluster as an example, the concrete countermeasures to promote the brand construction of industrial cluster are discussed.
【作者單位】： 遼寧生產(chǎn)力促進中心;東北大學工商管理學院;
【基金】：國家火炬計劃面上項目(2013GH550160) 國家科技支撐計劃(2102BAH25F00) 遼寧省教育廳一般項目(wj2013044) 遼寧省科技廳軟科學項目(2013401028)
【分類號】：F273.2
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