【作者】 侯可；

【导师】 王晓春；

【作者基本信息】 江西财经大学 ， 企业管理， 2006， 硕士

【摘要】 近年来区域品牌在我国得到了快速的发展并取得了优异的成绩，已成为我国经济发展不可忽视的一股力量。区域品牌可以刺激消费者的购买欲望，影响其购买行为，促进产业集群和区域经济的发展。与单个企业品牌相比，区域品牌具有更持续的品牌效应，它在加速相关产业发展的同时，还可以推动区域内其他产业的发展，对提升企业竞争力，带动区域经济有着重大的现实意义。因此，对于区域品牌的探讨和研究已经成为热门话题。我国学者在吸收国外理论的基础上，结合我国产业集群的现象，提出区域品牌理论，对我国区域品牌的建设有一定的指导作用。但是，虽然有将产业集群和区域品牌结合起来探讨，缺乏系统的研究分析，起到的指导作用不大，对于现今存在的许多问题不能提出相应对策。 本文在总结相关理论之后，论述了产业集群的组织形式、形成条件、和溢出效应，并指出产业集群的溢出效应对区域品牌的推动作用和消极影响。结合我国学者对区域品牌的探讨，阐述了品牌的构成、价值、区域品牌的特点及其对区域经济发展的作用。 借助博弈论模型的分析工具，本文研究了产业集群与区域品牌的互联机制，分析了集群内企业间的竞争合作形成原因、区域品牌的形成机理，并在此基础上提出了稳定和加强这种合作的方法。 我国区域品牌取得了瞩目的成绩，但同时也存在着不可轻视的问题，在借鉴国外成功经验的基础上，结合我国区域品牌的现状，提出建设区域品牌的路径，为如何建设区域品牌提供理论依据。在产业集群的基础上，指出区域品牌的风险，并提出风险防范措施。 本文运用了多学科、多角度综合分析的方法，借助博弈模型和归纳、演绎的理论论述，研究了我国区域品牌的建设，得出了文中的重要结论。这些结论是：产业集群已经成为拉动我国区域经济增长的重要方式，是区域经济发展的一种高效形态；区域品牌对产业集群和区域经济的发展有着巨大的推动作用；区域品牌带动了产业集群的发展，产业集群为区域品牌的发展提供支持；区域品牌有多种建设途径。 由于本人的水平有限，对区域品牌建设的研究还不够深入，有待于进一步的完善。更多还原

【Abstract】 Rencent, Regional brand construction has got high development and outstanding achievement. It has become a strong power of the domestic economic development. Regional brand can provoke the desire of the cosumer and influence their behavior to accelerate the development of the industrial cluster and regional economic. Compared with the corporation brand, regional brand has the laster brand value. Beside the accelerating the relevant industry development, the regional brand can promote the development of other industry. It’s significant to upgrade the corporation competence and promote the regional economic. Therefore, it has become a hot topic on the research on the regional brand. The domestic scholar combine the oversea theory with the indudtrial cluster and propose the theory of regional brand after they study the oversea industrial cluster theory. Though they have the effect on the regional brand construction, they has not analise the regional brand combined with the industrial cluster in a good idea. They cannot solve many problems of the regional brand construction.The thesis summarize the relevant theory and discuss the form of organization and form condition and the extravasation effect. It point out the positive effect and the negative effect which the extravasation effect of the the industrial cluster affect on the regional brand. Combined with the study of domestic scholar ,the thesis elaborate on the construction, value of the brand and the character of the regional brand .Besides these, the thesis illustrate the effect of the regional on the regional economics.Aftering building the model of the game theory,the thesis study the interaction between the industrial cluster and the regional brand, analize the reason for the competition and the cooperation of the corporation in the industrial cluster and the form of the regional brand, put forward the method to stabilize the cooperation.The thesis operate multidisciplinary analysis and build game theory model to stusy the regional brand construction. The conclusion of the thesis are: regional brand has become an important way to promote the increasement of the regional economics; regional brand construction promote the development of the industrial cluster and the regional economics; regional brand promote the development of the industrial cluster and industrial cluster support the construction of the regional brand; there are several strategy to construct the regional brand.Because of my poor level, the thesis without deep study need to improve.更多还原