产业集群品牌风险与规避措施探析

An Analysis of Industrial Cluster Brand Risks and Avoidance Tactics

集群品牌是集群的共有财富,是集群产品提高竞争力的重要途径。但集群品牌的公共物品属性会造成集群内企业对其维护与发展的投入不足,而且个别企业的投机行为可能会产生"多米诺骨牌"效应,造成"公共地风险",给集群品牌带来破坏。为规避集群品牌风险,需要企业、政府和中介机构等多方面共同努力,通过申请注册集群商标、完善质量认证监督体系、多渠道开展集群品牌营销活动、集体应对贸易摩擦等措施来做好集群品牌的发展与维护工作。

A Cluster brand is the corporate property of a cluster, an important approach through which cluster products can help to sharpen the competitive edge of the business included in the cluster. However, the enterprises inside the cluster would not put sufficient investments to maintain and develop the cluster brand, due to the fact that it is a common article. The speculative behavior of very few enterprises may generate ＂dominoes effect＂, resulting in the ＂common land＂ risk and hereby worsening the cluster brand. To evade such risks, we should make use of various functions of the government, agency organiza- tions, and business enterprises. The main measures include applying and registering for cluster brand, perfecting quantity attestation and intendance systems, brand marketing, dealing with trade dissension collectively and so on.