基于消费者视角的产业集群品牌效应研究

Effects of Industrial Cluster Brand from Consumers′ Perspective

产业集群品牌是中国学者提出的原创性概念术语,在中国理论界具有较高的关注度,是中国地方政府治理区域经济、推行产业集群升级的一个重要政策导向,从消费者视角检验产业集群品牌效应是构建产业集群品牌理论的核心主题。对目前的产业集群品牌进行重新分类,剖析每种产业集群品牌的特征,从消费者视角检验产业集群品牌效应存在的特性。在北京、山西和辽宁三地随机抽选472个有效样本单位,以假定性命名方式将8个产业集群品牌作为研究对象,运用实证的方式证明现在对产业集群品牌的看法需要慎重对待。通过数据分析发现,一般性产业集群的集群品牌对消费者存在负向效应,不适合发展集群品牌;特殊性集群品牌对消费者存在正向效应,适合发展集群品牌。

Industrial cluster brand is an original concept coming from Chinese theoretical circles, and Chinese scholars pay high attention to this concept. Meanwhile, it has been regarded as an important policy guidance in which the local governments regulate the regional economy, and upgrade the industrial clusters. However, an understanding of the brand effect from consumers＇ perspective is a core theme to build the theory of industrial cluster brand. Based on the re-classification of industrial cluster brands and several cases analysis, this study mostly examined the effects of industrial cluster brand from consumers＇ perspective. 472 eligible respondents were randomly selected from three districts of Beijing, Shanxi, and Liaoning, and 8 cluster brands as- sumed name for ＂district ＋ product category＂ were designed as research objectives, the study validates that these current popular viewpoints are seriously re-considered. The conclusions are mostly found that, the general industrial cluster brand has a negative effect from consumers＇ perspective, and is not suitable for the development of cluster brand. Meanwhile, the especial industrial cluster brand has a positive effect, and is suitable for the development of cluster brand.