品牌带动战略实施中的政府行为

Government Behavior during the Implementation of Brand-led Strategy

在品牌竞争时代,政府应担当起区域品牌建设的规划者和建设者重任。政府通过实施品牌带动战略,一是有利于实现区域经济增长方式转变;二是有利于促进区域资源的优化配置,促进区域产业结构优化和产业升级;三是有利于促进区域经济开放,使区域经济发展有效融入全国经济和世界经济之中;四是有利于推动区域政府品牌建设和政府品牌形象提升,促进服务型政府建设。回顾我国实施品牌战略历程,品牌带动战略基本上局限于企业品牌和产品品牌领域。当区域经济发展由品牌竞争区域化向区域竞争品牌化转变以后,政府应及时调整品牌战略,将品牌带动战略升级为全面实施品牌带动战略,这既是区域品牌建设的需要,也是实现区域经济社会可持续发展的客观要求。

In the era of brand competition, government should function as a designer or builder for regional brands. Through government＇ s carrying out brand promotion strategy, there are many benefits： firstly, propelling the change of growth mode of regional economy; secondly, optimizing allocation of regional resources to upgrade industry and industrial structure; thirdly, improving opening-up of regional economy to gear regional development into national or world economy; lastly, accelerating brand building of local government and quickening the service-government progress. Reviewing brand development of our country, we can reveal the brand promotion strategy is basically restricted within enterprise brand and product brand. When regional economy develops from brand competition regionalization to brand-led regional competition, government should promptly adjust brand strategy, and upgrade brand-led strategy to full implementation of brand-led strategy, which is the requirement of regional brand building as well as the objective demands for social sustainable development of regional economy.