以“标准+认证”为培育手段的区域品牌化实践——“品字标浙江制造”的典型案例分析

Regional Branding Based on Standards and Certification: An Exploration of Zhejiang

区域品牌化被越来越多地用于提升区域形象和知名度以增强竞争力。借鉴德国的成功经验,中国各地正在积极开展基于标准与认证的区域品牌化实践。本文以"品字标浙江制造"为例,探讨创新的标准体系和认证制度如何促进区域品牌建设。研究结果表明,标准和认证可以作为实现区域品牌化的有力手段。先进的标准体系有助于塑造高品质的区域品牌形象,认证以信号传递机制、管理约束机制、品牌信任机制的形式提升了区域品牌价值。

Regional branding is increasingly used to enhance regional image and popularity to improve competitiveness.Drawing on the successful experience of Germany,various regions in China are actively developing regional branding based on standards and certification.Taking"Defined Quality of Zhejiang Made"as an example,this paper discusses how innovative standard and certification systems promote regional branding.The results show that standards and certification are powerful means to achieve regional branding.The advanced standard system helps to create a high-quality regional brand image,and the certification,in the form of quality signal transmission mechanism,constraint mechanism and trust mechanism,enhances the value of regional brand.