摘要
探索集群品牌的关键影响因素及作用机制,对各区域政府、产业协会和群内企业创建和管理集群品牌具有重要意义。在集群品牌生态系统的框架下,本文探讨了系统要素之间的驱动关系,然后通过问卷调查,进行了探索性和验证性因子分析,结果表明,宏观基础、行业发展、资源支持和群内营销对集群品牌具有正向影响关系,集群品牌、群内营销对市场认同具有正向影响关系。在此基础上建立了集群品牌驱动机制,划分了政府导向、产业链、利益相关者等10个可以改变或提升的关键因子,为集群品牌创建和管理提供了政策建议。
It is important to explore how the driving factors and mechanism of cluster brand contributes to creating and developing cluster brand for the local government,industry associations and enterprises.This research,by literature review, constructs cluster brand ecosystem and explores the driving relations among factors;then,by questionnaire,it carries out an exploratory factor analysis and a confirmatory factor analysis.The results show that the factors of macro basis,industry development,resource support and cluster marketing have a positive influence on cluster brand,and the factors of cluster brand and cluster marketing also have a positive influence on market approbation.Therefore,it constructs the driving mechanism of cluster brand and differentiates 10 key promotable factors,such as government-orientation,industry chain and stakeholders,which offers an approach to the creation and development of cluster brand for further study.
出处
《经济与管理研究》
CSSCI
北大核心
2015年第1期132-138,共7页
Research on Economics and Management
基金
国家自然科学基金项目"公共品牌创建
持续成长及其治理研究"(71272121)
中国博士后科学基金项目"集群品牌生态系统构建及驱动机制研究"(2013M531302)
徐州科技计划项目"徐州战略性新兴产业区域品牌创建与管理研究"(KC14RH123)
