摘要
区域公用品牌作为一个新兴的研究对象,虽然有众多的机制、路径、对策方面的理论与实证研究,但从实践上来看,仍然存在一些理论不能有效深入指导做法的现象。其原因之一是区域公用品牌尚没有形成明确统一的概念。本文主要针对这一问题,在已有研究的基础之上,对现有区域公用品牌的相关概念进行梳理。通过文本分析,理论内涵分析,以及结合实践现状的概念辨析,提出区域公用品牌在基本概念界定上的具体表述。通过分析认为,一般定义中的区域公用品牌三大要素“区域”、“公用”和“品牌”,可以有进一步的特征界定和指代范围,区域是以县域为主的行政区域;公用表明品牌属性归属群体所有,通过双重的委托代理机制由政府代为运营并委托专业机构运营;品牌表明以商标为基础载体的一组标识应当引起消费者联想并拥有经由评估确认的商业价值。通过理论概念的讨论,将区域公用品牌定义为在一个区域的自然资源、生产工艺和产品特征的共同演进之下,所形成的具有代表某一农产品市场价值,由该区域所有人群共同所有,并由政府及其行业组织具体运营的,以“商标”为载体作为市场信号的一组符号具体构成的标识。其范围应当包括由各级政府规范性文件声明为区域公用品牌的已注册商标。
As an emerging research area,there are many theoretical and empirical researches on the mechanism,path and countermeasures of“regional public branding”.However,there are still some relevant events reflecting that the theory cannot effectively guide the practice effectively,and one reason is that“regional public branding”has not yet had a clear and unified concept.To solve this problem,this article mainly discusses of the conceptions of“regional public brand”basing on the existing research,tries to propose a basic concept of it,and gives the explanation of the basic concept.Through the discussion,we believe that the three elements of regional public brands,namely“region”,“public”and“brand”,can be further defined.The describe of“regional”means an administration area mainly referring to Chinese county.The property of“public”means this brand is owned by all people in this area and is operated by professional organization in a duel principle-agent relationship.And“brand”is a group of marks based on a trademark which should evoke consumer association and have a commercial value that is recognized through evaluation.Through the discussion of the concept of definition,this paper describes regional public branding as“a set of signs constituting the trademark that is representation of agro-products’quality value,which is the result of regional natural and production differences;it is owned by all people in the region and operated by the government and relative organizations”.At last,this paper believes that the scope of regional public brands should be registered trademarks,with regional and brand associations,declared by government regulatory documents at their level and printed on the packaging for commercial purpose.
作者
程虹
乔怡迪
覃美华
Cheng Hong;Qiao Yidi;Qin Meihua(Institute of Quality Development Strategy,Wuhan University/Macro-Quality Management Collaborative Center of Hubei Province/Competition Policy and High Quality Economic Development Research Center)
出处
《宏观质量研究》
2023年第2期1-11,共11页
Journal of Macro-quality Research
基金
教育部哲学社会科学研究重大课题攻关项目(15JZD023)
国家科技支撑计划课题(2015BAH27F01)
国家社科基金重大项目(16ZAD045)的资助。
关键词
区域公用品牌
界定
概念
理论分析
regional public branding
concept
definition
theoretical analysis
