品牌对内蒙古经济发展的贡献度测算研究

Research on the Measure of Brand's Contribution to the Regional Economic Development

随着内蒙古品牌企业的发展与壮大,其品牌效应逐渐凸显,在内蒙古经济发展中起着举足轻重的作用。品牌对区域经济发展具有重要意义,其对区域经济发展的影响重大,不容忽视。本文通过选取产出效应、劳动力效应、品牌资本增值效应和品牌影响度效应这四个一级指标,构建品牌对区域经济发展贡献度的评价指标体系,运用灰色层次分析法的基本原理确定指标层的权重,通过贡献度指数来衡量品牌对区域经济发展的影响度大小,得到的结论为:内蒙古驰名商标总体贡献度为0.6729,这表明品牌经济对区域经济发展非常重要,品牌影响力可以推动地方经济发展,良好的地方经济为品牌企业创造有利生存环境。内蒙古品牌企业应该建立优质产业集群、调整品牌产业结构,从而提升品牌贡献度。

With the development of the brand enterprise of Inner Mongolia, the effect of the brand has emerged gradually. It plays an important role in the economic development of Inner Mongolia. Brand has great significance for regional economic development. It＇ s impact on regional economic development, so we should not be ignored it. This article selects four first - level indicators, such as output effect, labour effect, brand capital appreciation effect and brand effect. It builds the evaluation index system about brand contribution to regional economic development, and uses the basic principle of analytic hierarchy process （ahp） to determine the weight of index layer. This article is through the contribution index to measure the brand＇ effect for regional economic development. We come to the conclusion is that the overall contribution of well - known trademark in Inner Mongolia is 0. 6729. It suggests that brand economy is very important for regional economic development. Brand can promote local economic develop- ment. The local economy develops well which can create favorable living environment for brand enterprise. Inner Mongolia brand enterprises should establish brand of industrial cluster, and adjust the industrial structure to en- hance the brand contribution.