原发型产业集群发展中的品牌战略

Brand Strategy In The Development of Spontane ously Industrial Clusters

在产业集群的品牌建设中,涉及到企业品牌和区域品牌这两个不同但又有关联的方面。而且区域品牌的建设是一个达成集体行动的过程,需要协调集群内部企业之间的关系,区域政府往往也会介入其中。对于我国的原发型产业集群来说,在产品消费个性化和产业竞争全球化的背景下,必须要从单纯重视区域品牌的建设向推进企业品牌的建设转变,并且要从低成本的产业集群道路向创新性的产业集群道路攀升。

Brand-constructing of industrial clusters includes two aspects of firm brand and regional brand, which are different and correlate. The constructing of regional brand is a course of attaining behavior action. It need coordinate the relation between the firms in cluster, and regional government also takes part in it. As for spontaneously industrial clusters in China, in the face of the trendency of consumption individuation and competition globalization, we are droved to change from focusing regional brand only to promoting firm brand and upgrade from low-cost-based clusters to innovation-based clusters.