开发区品牌输出的模式、路径与动力机制研究

Research on Cooperation Mode, Evolution Path and Dynamic Mechanism of Development Zone Brand Output

品牌输出是开发区进行合作发展的新模式。本文利用文献比较和理论分析法,探讨了开发区品牌和开发区品牌输出的概念及内涵,在其基础上对开发区品牌输出的模式、路径与动力机制进行了研究。研究结果表明:(1)开发区品牌输出有四种模式:"平台经济"合作模式、省(市)内"区区"合作模式、"区中园"开发模式、多园区合作模式;(2)开发区品牌输出有三种演进路径:互助交流→项目接洽→品牌输出→资本合作;理念主导→政府主导→政府和市场共同主导→市场主导;省市内合作→跨省市输出;(3)开发区品牌输出战略有市场主导、政府政策推动、开发区主体和社会团体促进这三种动力机制。各成熟开发区应结合自身的发展现状和特点,灵活运用品牌输出理论,选择合适的开发区品牌输出战略和策略。

Band output is a new pattern in the cooperation and development ofthe development zones. On the basis of the discussion of the conception andconnotation of the development zone brand and the output of development zonebrand, this paper researches the modes, evolution paths and dynamic mechanismsof the output of development zone brand by utilizing methods of documentationcomparison and integrated analysis. The research summarizes that there arefour kinds of modes of the output of development zone brand：“platform economy”cooperation mode,“zone and zone”cooperation mode in province（or city）,“parkin zone”cooperation mode and multi-zone cooperation mode; besides, there arethree kinds of evolution paths of the output of development zone brand： frommutual exchange to project approach to brand output to capital cooperation,from idea-driven to government-led to government and market co-led to market-driven, from cooperation in province （or city） to inter-provincial cooperation;finally, there are three kinds of dynamic mechanisms of the outputstrategy of development zone brand： market-led, government policy-driven, zonebody and social groups co-promotion. Every mature development zone should considerits development status and characteristics, and exert effectively brandoutput theory to select the appropriate output strategies and tactics of developmentzone brand.