产业集群品牌生态系统健康评价研究——以荆州岑河针纺织产业集群为例

On Health Assessment of Brand Ecosystem of Industrial——A Case Study of Cenhe Needle Textile Industry Cluster

产业集群品牌生态系统的健康水平决定着产业集群的成长质量。本文借鉴自然生态系统健康测量标准,构建了产业集群品牌生态系统健康评价体系,给出了指标量化和综合评价方法。对荆州岑河针纺织产业集群的实例分析表明:其品牌生态系统处于"亚健康"状态,缺乏有影响力的大品牌、大企业,而设备技术落后、研发能力不强是制约集群发展的短板,因此,必须推进名牌战略、加大研发创新力度以改善系统的健康状况。

The growth quality of an industrial cluster depends on the health of its brand ecosystem. Referencing the health essessment standard of natural ecosystem,the article constructs an index system of health assessment for brand ecosystem of industrial clusters, and presents a comprehensive evaluation method by quantitative indicators.The case study of Cenhe Needle Textile Industry Cluster reveals its sub-healthy brand ecosystem and the lack of influential brands and large enterprises. These have much to do with its backward technology, equipment and the weak RD capability, the vulnerabilities that restrict the development of the cluster. So it is necessary to adopt brand strategy and put more efforts on R D and innovation to improve the brand ecosystem health.