摘要
通过对现有研究成果的梳理,结果发现区域品牌发展逻辑由区域、区域认同、区域品牌建设和区域品牌效应4个部分组成。通过对各组成部分详细描述,系统地阐述了区域品牌发展的逻辑过程与因果关系。从静态和动态两种视角出发,建构了区域品牌发展逻辑模型,以期为区域品牌的研究与实践提供参考。
Through sorting out the existing research results,results show that the logic of regional brand development consists of four parts:region,regional identity,construction of regional brand and regional brand effect.Through the detailed description of each component,the logical process and causal relationship of regional brand development are systematically expounded.From the static and dynamic perspectives,the logic models of regional brand development are constructed,in order to provide references for the research and practice of regional brand.
作者
雷亮
吕琪
LEI Liang;LYU Qi(School of Management,Lanzhou University,Lanzhou 730000)
出处
《软科学》
北大核心
2023年第7期126-133,共8页
Soft Science
基金
国家自然科学基金项目(71974087)。
关键词
区域品牌
品牌营销
区域认同
区域品牌治理
regional brands
brand marketing
regional identity
regional brand governance
