【作者】 张敏；

【导师】 范莉莉；

【作者基本信息】 西南交通大学 ， 工商管理， 2020， 博士

【摘要】 伴随着世界经济的全球化,产品生产企业或某一产业的聚集程度在未被分散的同时,世界经济版图呈现出被各种产业集群主导的局面。在这种大背景下,依托产业集群打造具有地区特色的区域品牌,有利于区域经济的发展,充分发挥地区竞争优势。但随着区域产品或特色产业发展成为区域品牌,其发展过程中出现了诸多理论与现实问题。如集群内企业在一定空间集聚形成经济体后,在由集聚效应和新的创新因素推动其发展的过程当中,偏向依赖于过去的固有发展基础和模式,出现一种“路径依赖”现象;区域内产品同质化严重,使得区域品牌的竞争优势不复存在;政府与中介机构未能充分发挥其作用,致使区域品牌战略无法有效实施。所有这些问题都会使得区域品牌的影响力逐渐下降,发展难以为继,最终影响区域经济的发展,导致整个区域呈现“锁定”的形态。有鉴于此,本研究围绕“区域品牌锁定效应”这一基本问题,综合运用新制度经济学、区域经济学、市场营销学和产业经济学等相关学科理论,通过对区域品牌锁定效应进行理论分析和文献综述,以此为基础,运用规范化的扎根理论质性研究方法,编码分析出形成区域品牌锁定效应的嵌入性因素,提出其内容维度,以此设计初始题项,开发出区域品牌锁定效应嵌入性因素测量量表,并借助结构方程模型原理构建区域品牌锁定效应影响因素作用机理模型。基于理论分析和实证检验,从“路径创造”突破路径依赖以及“制度创新”推动区域品牌发展这两方面提出解除区域品牌锁定效应并促进区域品牌升级的措施与方法。这不仅将制度变迁理论、嵌入性理论和社会资本理论等引入探讨区域品牌锁定效应,丰富区域品牌理论,也填补了品牌化理论在产业集群方面的研究缺口,有利于区域品牌的发展与壮大,增强其品牌效应,最终促进地区经济的增长和国民经济的繁荣。本论文共设六章,遵循“发现并提出问题—剖析问题—剖析问题形成的原因—促进区域品牌升级的建议—路径作用机理理论成果”的思路,主要的研究内容和相关结论如下:首先,对区域品牌锁定效应进行基础理论分析和文献综述。着手于区域品牌的集群依赖性对区域品牌的形成过程进行分析,认为产业集群是不仅是区域品牌的发展基础和最优载体,也有利于区域品牌的成长和维护,因此结合研究需求和实际情况,基于产业集群观对区域品牌作出了定义;然后对区域品牌锁定效应的形成加以分析,揭露了区域品牌路径依赖的负反馈机制,相应地对区域品牌锁定效应做出了定义;接着,通过分析制度变迁路径依赖理论、嵌入性理论和关系资本理论与锁定效应之间的关系,指出路径依赖在很大程度上制约着制度变迁的实施,若选择了错误的路径,最终将引致经济社会的衰退和“锁定”效应的出现,同时嵌入性因素是制度变迁过程中路径依赖的决定性因素,嵌入性理论把选择行为置入了既定的社会关系、社会结构和社会网络中,即受到社会、文化结构和市场等诸多因素的影响,但企业间长期互动形成的关系资本和有针对性的战略性行动,能够创造新路径,避免路径依赖和锁定的发生;随后,基于制度视角分析区域品牌发展演进中的区位选择路径依赖、发展演进路径依赖、内部环境路径依赖和关系网络路径依赖;最后,分析了阻碍区域品牌发展的因素,提出应当从多个角度对锁定效应进行剖析,为找出区域品牌锁定效应嵌入性因素、开发区域品牌锁定效应嵌入性因素测量量表和最终构建区域品牌锁定效应影响因素作用机理模型奠定了理论基础。其次,以145个涉及不同行业的区域品牌为研究对象,遵循规范化的扎根理论质性研究方法,最终编码分析得出经济下行、规模失效、行业转移增多、自组织系统特征缺失、集群社会网络关系束缚、上下游技术经济联系不足、产业资源整合度低、经济基础差异、地域依赖性、基础设施薄弱、资产专用性、恶性竞争、企业家心智模式趋同、制度路径依赖、知识产权保护不足、地方保护主义、自主创新惰性、人才缺乏、封闭信息圈、信息共享体系不健全、缺乏文化底蕴、文化挖掘不足、心理预期悲观和联想错位这24个开放式编码,以及行业生命周期风险、产业链不完善、区域分隔化、集群内耗严重、政策失效、技术溢出不足、群体性思维、文化缺失和消费者心理偏差9个主轴编码,提出了区域品牌锁定效应的嵌入性因素,并以此设计初始题项,通过对145个区域品牌发放问卷搜集调查数据后,利用信效度检验剔除相关度较低的测量项目,确定了由行业发展状况、企业产业基础、政府宏观政策、地方发展战略、协会认知引导和消费剩余价值这6个维度以及26个测量题项组成的正式量表,经过探索性和验证性因子分析进一步证明该量表具有较好的单维性和可靠性,是一个稳定有效的测量框架。接着借助结构方程模型原理构建区域品牌锁定效应影响因素的作用机理模型并提出相关研究假设,采用问卷调查及实证分析的方法来测试模型和假设,其中区域品牌锁定效应嵌入性因素测量题项由前序研究即区域品牌锁定效应嵌入性测量量表得出,路径依赖、关系资本和锁定效应三个变量的测量题项大部分是来自其他学者已有研究中已经经过实证测试的成熟量表,并结合区域品牌研究的实际情况进行修改。通过对全国281个区域品牌进行实证研究,利用SPSS21.0和AMOS23.0软件对获得的问卷数据进行信效度检验、结构方程模型的测量和分析,研究认为:(1)行业发展状况、企业产业基础、政府宏观政策、地方发展战略、协会认知引导和消费剩余价值是构成区域品牌锁定效应嵌入性因素的六个维度;(2)嵌入性因素正向影响路径依赖,而路径依赖又会正向影响锁定效应,路径依赖在两者之间起部分中介作用;(3)企业对关系资本的有效运用会负向调节路径依赖对锁定效应的正向影响。最后,从“路径创造”突破路径依赖以及“制度创新”推动区域品牌发展这两方面来探索解除区域品牌锁定效应并促进区域品牌升级的措施与方法。更多还原

【Abstract】 With the globalization of the world economy,the degree of aggregation of product manufacturers or a certain industry has not been dispersed.At the same time,the world economic landscape has been dominated by various industrial clusters.In this context,relying on industrial clusters to build place brands with regional characteristics is conducive to the development of regional economy and give full play to regional competitive advantages.However,with the development of regional products or characteristic industries into place brands,there are many theoretical and practical problems in the development process.For example,after enterprises in a cluster gather in a certain space to form an economy,they tend to rely on the past inherent development foundation and model in the process of development driven by agglomeration effect and new innovation factors,which leads to a "path dependence" phenomenon;Due to the public product attribute of place brands,some small and medium-sized enterprises have an opportunistic "free-riding" behavior,which leads to "tragedy of shared land" or "lemon market";The contradiction between enterprise’s private brand and cluster’s public brand leads to the abuse and deterioration of the place brands;The government and intermediary agencies fail to give full play to their role,which leads to the ineffective implementation of place brand strategy;The serious homogenization of products in the region makes the competitive advantage of place brands no longer exist.All these problems will gradually reduce the influence of place brands and make their development unsustainable,and eventually affect the development of regional economy,leading to the "lock-in" shape of the whole region.In view of this,this study focuses on the basic problem of "place brand lock-in effect",comprehensively uses the theories and analytical measurement methods of new institutional economics,regional economics,marketing and industrial economics,etc.,through the theoretical analysis and literature review of place brand lock-in effect,and on this basis,using the standardized grounded theory qualitative research method,the paper codes the embedding factors of place brand lock-in effect,proposes the content dimensions of them,designs the initial items,develops the measurement scale of embedding factors of place brand lock-in effect,and constructs the mechanism model of influencing factors of place brand lock-in effect with the help of structural equation theory.In the end,this paper puts forward the measures and methods to release the place brand lock-in effect and promote the place brand upgrading from the two aspects of "path creation" breaking path dependence and "institution innovation" promoting place brand development.This not only introduces the institutional change theory,Embeddedness theory and social capital theory into the study of place brand lock-in effect,enriches the theory of place brand,but also provides a measurement tool for place brand lock-in effect in practice,fills the research gap of brand theory in industrial cluster,and conducive to the development and expansion of place brand,strengthens its brand effect,and finally promote the growth of regional economy and the prosperity of national economy.This paper consists of six chapters,following the idea of "finding and putting forward problems-analyzing problems-analyzing the causes of problems-suggestions for promoting place brand upgrading-theoretical achievements of path mechanism".First of all,basic theoretical analysis and literature review of place brand lock-in effect are carried out.Starting from the cluster dependence of place brands,this paper analyzes the formation process of place brands,and holds that industrial clusters are not only the foundation and optimal carriers for the development of place brands,but also conducive to the growth and maintenance of place brands.Therefore,combined with the research needs and the actual situation,this paper defines the place brands based on the concept of industrial clusters.Then the formation of place brand lock-in effect is analyzed,the negative feedback mechanism of place brand path dependence is revealed,and the place brand lock-in effect is defined accordingly.By analyzing the relationship between path dependence theory,embeddedness theory,relational capital theory and lock-in effect,it is pointed out that path dependence restricts the implementation of institutional change.If the wrong path is chosen,it will eventually lead to the decline of economic society and the emergence of "lock-in".At the same time,embeddeding factors are decisive to path dependence in the process of institutional change.Embeddedness theory puts the choice behavior into the established social relations,social structures and social networks,that is,the choice behavior will be affected by many factors such as cultural structure,market,etc.However,the relational capital formed by long-term interaction between enterprises can create new paths and avoid the emergence of path dependence and lock-in effect.Next,based on the institutional perspective,this paper analyzes the path dependence of location choice,development evolution,internal environment and relationship network.Through analyzing the factors that hinder the development of place brand,this paper proposes that we should analyze the lock-in effect from multiple perspectives,which lays a theoretical foundation for the follow-up researches.secondly,taking 145 place brands involving different industries as the research object,following the standardized qualitative research method of grounded theory,24 open coding can be obtained by open code,such as economic downturn,scale failure,increase industry transfer,lack of self-organization system characteristics,restriction of cluster social network relations,insufficient technical and economic links between upstream and downstream,low integration of industrial resources,economic base difference,regional dependence,weak infrastructure,asset specificity,vicious competition,convergence of entrepreneurs’ mental models,institutional path dependence,inadequate protection of intellectual property rights,local protectionism,inertia of independent innovation,talent shortage,closed information circle,imperfect information sharing system,insufficient cultural connotation,insufficient cultural excavation,pessimistic psychological expectation and associative dislocation;9axial coding can be obtained by axial code,such as industry life cycle risk,imperfect industrial chain,regional segregation,severe cluster internal friction,policy failure,insufficient technology spillover,group thinking,cultural default and consumer psychology bias.Then,proposes the content dimensions of embedding factors of place brand lock-in effect,and designs the initial items based on them.After collecting survey data through questionnaires for 145 place brands,a formal scale consisting of six dimensions of industry development status,enterprise industry foundation,government macro policy,local development strategy,association cognitive guidance and consumer surplus value,as well as26 measurement items,was determined by using reliability and validity test to eliminate the measurement items with low correlation.It is further proved that the scale has good single dimension and reliability,and is a stable and effective measurement framework.Then,the paper constructs the mechanism model of the influencing factors of place brand lock-in effect with the help of structural equation theory,and puts forward relevant research hypotheses,and tests the model and hypotheses with the methods of questionnaire survey and empirical analysis.Among them,the measuring items of embedding factors of place brand lock-in effect are obtained from the pre research,namely,the measurement scale of embedding factors of place brand lock-in effect,the measuring items of path dependence,relational capital and lock-in effect are mostly from the mature scales that have been tested by other scholars and combined with the actual situation of place brand research to modify.Through an empirical study of 281 place brands in China,SPSS21.0 and AMOS23.0 were used to test the reliability and validity of the obtained questionnaire data,measure and analyze the structural equation model,and the study concluded that:(1)place brand lock-in effect is caused by different embedding factors,such as industry development status,enterprise industrial foundation,government macro policy,local development strategy,association cognitive guidance and consumer surplus value;(2)embedding factors positively affect path dependence,while path dependence positively affect the lock-in effect,and path dependence plays a partial intermediary role between the two;(3)effective use of relational capital by enterprises will negatively moderate the positive effect of path dependence on lock-in effect.Finally,from the two aspects of "path creation" breaking path dependence and "institution innovation" promoting place brand development,this paper explores the measures and methods to release the place brand lock-in effect and promote its upgrading.更多还原