企业家网络驱动集群企业品牌提升的机理研究

Research on Driving Mechanism of Entrepreneurial Network on Promotion of Enterprise Brand within Industrial Clusters

企业家网络通过示范效应和支持效应驱动集群企业品牌提升。文章从企业家竞争和学习的角度分析了企业家网络对品牌提升的示范效应,结合企业家网络的信任机制、学习机制和资源获取机制分析了企业家网络对实现品牌承诺、品牌推广协同、品牌扩张的支持,并以柳市低压电器集群内品牌提升为例进行了案例分析。

Entrepreneurial network droved the promotion of enterprise brand within industry clusters by the modeling effect and supporting effect. This paper analyzed the modeling effect from two aspects： entrepreneurial competition and learning effect. Based on the trust mechanism, learning mechanism and resource acquiring mechanism, the support to the brand commit, synergy of brand spread and brand expanding were analyzed. And this paper had an case analysis by brand promotion in low voltage electrical clusters of liushi.