基于品牌杠杆理论的区域品牌发展过程模型——数智化赋能武功县电商发展的案例研究

The Development Process Model of Regional Brands Based on the Brand Leverage Theory: A Case Study of Digital Intelligence Empowering the E-commerce Development in Wugong County

区域品牌建设逐渐成为各区域获取资源、赢得竞争力的方式之一,当前的研究强调区域品牌建设对区域层面的影响,但是在资源的获取以及区域品牌的构建过程方面却存在不足。通过选取武功县为案例研究对象,基于品牌杠杆理论,并结合资源杠杆理论,研究了区域品牌通过与多种主体互动实现资源的调动进而促进其建设的过程。发现可以将区域品牌的建设过程分为三个阶段,分别为孕育期、成长期和成熟期,在每个阶段,动力点、支点以及省力和动力过程都有所区别。除此之外,还将数智化技术作为一个重要的影响因素,探讨了数智化如何赋能区域品牌建设。研究可以促进各区域理解建设区域品牌的关键,明白品牌杠杆和资源杠杆发挥的重要作用。

Regional brand building has gradually become one of the ways for each region to obtain resources and enhance its competitiveness.While current studies emphasize the influence of regional brand building on a local level,there is a lack of research on the acquisition of resources and the process involved in regional brand building.Based on the brand and resource leverage theories,this paper selects Wugong County as the study object to investigate the process of regional brand building through interaction with various subjects,in order to mobilize resources and promote regional brand development.In this paper,the building process of regional brands is divided into three periods of incubation,growth and maturity.In each period,the power point,fulcrum,labor saving and dynamic process are different.Additionally,this paper considers the digital intelligence as an important influencing factor and discusses how it can empower the regional brand building.This study can help promote a better understanding of the key factors in building regional brands and highlighting the important role of brand and resource leverage.