经济发展对品牌化进程的推进

Economic Development Promoting Branding Process

文章在分析经济发展对品牌化进程推动理论的基础上,利用我国1979—2010年经济发展指标和品牌化进程的年度数据,对体现经济发展水平的消费能力、企业实力与反映品牌化进程的年商标核准注册数等三个变量的时间序列数据进行了多变量的Johansen协整检验,并建立了协整方程。检验结果表明,经济发展是推动品牌化进程的重要原因。因此,应该努力发展经济,推进我国的品牌化进程,提升中国品牌的世界竞争力;同时,企业和政府在制定品牌战略时,也应根据承载品牌的各经济体发展水平作出合适的品牌定位。

Based on the theoretical analysis on branding process promoted by the economic development, this paper analyzes the relationship among the three variables of time-series data from the year 1979 to 2010 which were spending power, enterprise strength, registration number of trademark with the method of Johansen cointegration test; and then built the cointegration equation. The test results show that： the economic development is an important reason for promoting the branding process. Therefore, the branding process can be pushed forward continuously through economic development; meanwhile, enterprises and governments should make the right brand positioning strategies according to the different economics devel- opment levels.