【作者】 高辉；

【导师】 汪波；

【作者基本信息】 天津大学 ， 企业管理， 2007， 硕士

【摘要】 当今世界,随着全球经济资源流动日趋频繁,市场竞争日益激烈,产业集群现象已经成为各个国家或区域提高竞争力并获得经济持续增长的有效途径之一。随着市场竞争从产品时代进入品牌时代,产业集群的出现为国家或区域开展品牌建设注入了新的生机。就目前而言,无论是国际还是国内,大凡经济发达地区,区域品牌的集群发展趋势日趋突出。然而与世界级的区域品牌相比,中国的区域品牌在品牌价值、市场竞争力等方面仍然与其存在着较大的差距。因此,本论文从产业集群理论角度对区域品牌进行定性和定量的研究,是顺应品牌经济的需要,不但为品牌管理者提供了理论指导,也为政府掌控品牌经济运行状况提供了有力的工具。本论文的选题来源于《天津市自主品牌发展战略研究》项目,在此基础上从宏观角度对天津市区域品牌的评价及发展进行了定量和定性的研究。论文既注重汲取最新的前沿理论,又立足于区域品牌建设的实际,在解决实际问题的同时也为区域品牌管理与发展开辟了新的研究方向。论文的前三章侧重于背景、意义及相关理论的介绍,对产业集群理论、品牌理论、品牌生态理论、区域品牌生成机理等相关理论进行了详细的阐述;论文的第四章对产业集群下区域品牌的分析方法进行了探讨,提出了产业集群下区域内品牌的价值评估二维度模型、区域集群品牌的数量分析方法以及区域品牌—经济协同评价模型;论文的第五章则是进行实证研究,以天津市区域品牌发展为研究对象,对天津市支柱产业现有品牌的价值、属性及协同度等进行了定量分析,根据天津市现有的发展规划和实际存在的问题,结合定量分析结果,提出了基于产业集群理论的天津市区域品牌发展战略政策。更多还原

【Abstract】 As global economic resource flow becomes more and more frequent, market competition becomes more and more drastic, Industry cluster has become an effective way to improve competency and acquire economic sustainable increase for all the countries or regions. As market competition enters into brand–oriented times from product-oriented times, the emergency of industry cluster bring new vitality to build up brand construction for all the countries or regions. Nowadays, the trend for clustered development of territorial brand has become more outstanding in most developed regions, neither international nor domestic.However, compared with world-class territorial brand, the brand value and competency of Chinese territorial brand is weaker than it. Therefore, this paper makes research of territorial brand from both qualitative and quantitative aspects based on industry cluster theory. It’s required by brand economy. This paper not only provides an academic guide to governors, but also provides a useful tool to government to control the developing status of brand economy.The paper’s resource is from the project– study on Tianjin independent brand development strategy. From macro point of view I study Tianjin territorial brand evaluation and development from both qualitative and quantitative aspects. The paper not only focuses on the latest theories, but also seeks the truth of territorial brand construction. I develop the new research direction for territorial brand management and development. The first three chapters mainly introduce the background, meaning and related theories, for example, expounding industry cluster theory, brand theory, brand ecology theory and so on.; The fourth chapter discusses about territorial brand analysis method under the industry cluster, then brings forth two-dimension evaluation model, metrical analysis method and synergetic evaluation modal of territorial brand; The fifth chapter is about case study. I focus on Tianjin territorial brand development and make quantitative analysis on recent brands’value and synergetic degree of Tianjin main industries. According to the actual problems faced with Tianjin recent development plan, I put forward Tianjin territorial brand development strategy based on industry cluster theory and quantitative analysis result.更多还原