摘要
集群品牌创建关键影响因素体系的构建,有助于地方政府、行业协会、企业和利益相关者创建和发展集群品牌。基于品牌生态系统框架,通过文献研究,构建了集群品牌关键影响因素概念模型,然后通过大样本问卷调查进行了探索性因子分析和验证性因子分析,结果表明,宏观系统、产业环境、品牌载体、品牌企业4类因素正向影响品牌市场因素,宏观系统因素还通过品牌载体因素的中介作用正向影响品牌市场因素,资源环境因素通过品牌企业因素的中介作用正向影响品牌市场因素。
The construction of the key influencing factors system of the cluster brand establishment is beneficial for the localgovernment, industry associations, enterprises and stakeholders to establish and develop cluster brand. Based on the frameof brand ecosystem, this paper, by literature review, constructs a conceptual model of key factors influencing clusterbrand. Then, by questionnaire survey, it takes the exploratory factor analysis and the confirmatory factor analysis. The re-sult shows that the factors of macro system, industrial environment, brand carrier and enterprises of brand have a positiveeffect on the factor of brand market, the factor of macro system has a positive effect on the factor of brand market with thefactor of brand carrier as the intermediary and the factor of resources and environment has a positive effect on the factor ofbrand market with the factor of enterprises of brand as the intermediary.
出处
《科技进步与对策》
CSSCI
北大核心
2014年第15期59-64,共6页
Science & Technology Progress and Policy
基金
中国博士后科学基金项目(2013M531302)
江苏省教育厅高校哲学社会科学研究项目(2013SJD630114)
江苏省博士后科研计划项目(1302133C)
