产业集群中品牌生态的治理机制研究

On the Governing Mechanism for Brand Ecosystem of Industrial Cluster

结合品牌生态学理论与网络治理理论,构建了产业集群中品牌生态的治理机制的理论框架,并选择温州鞋革行业协会为研究案例进行讨论。研究发现,产业集群中品牌生态的治理机制可分为微观和宏观两个层面,即运作机制和社会机制。其研究结论为我国产业集聚区品牌生态治理提供参考。

Based on the braud ecosystem theory and network governing theory, this paper constructs an academic framework of governing mechanism for brand ecosystem of industrial cluster, and takes Wenzhou Shoe and Leather Industry Association as a case study. It is found out that governing mechanism for brand ecosystem of industrial cluster includes two aspects ： micro - level and macro - level, that is to say, operational mechanism and social mechanism. The research conclusion offers references to the governance for brand ecosystem of China＇s industrial cluster.