区域品牌发展要素作用机制研究

The Mechanism of Action of Development Forces for Regional Brands

区域品牌能有效推动区域产业结构升级,加速区域经济发展,促进区域经济实现可持续发展。在区域品牌建设过程中,政府、行业协会和龙头企业三个主体缺一不可。政府常通过协调、服务、监督以及管理等活动为区域品牌建设营造一个良好的发展环境。行业协会独立实施或辅助政府和企业实施区域品牌定位、品牌传播、区域品牌塑造、品牌保护等工作。行业龙头企业通过资金、技术以及人才等的优化组合来建设企业的品牌,并进一步推进区域品牌的发展,使其能在这个过程中实现利益最大化。

Regional brands can effectively promote regional industrial upgrading, accelerate regional economic development, and boost the sustainable growth of the regional economy. In building regional brands, the three main players, the government, industry associations and leading enterprises are all indispensable. Governments often create a good environment for the development of brand-building through regional coordination, providing services, monitoring and management. Industry associations usually implement independently or assist regional governments and enterprises to carry out brand positioning, brand communication, regional branding, and brand protection. Industry leaders build their brands through optimization and combination of financial, technical and human resources and, as a result, promote regional brand development, which enables them to achieve maximum benefits in the process.