集群品牌竞争力提升的影响因素实证研究——基于福建三地的集群企业分析

An Empirical Study on the Influential Factors of the Cluster Brand Competitiveness——Based on the Analysis of the Enterprises in Clusters of Three Areas

摘要:

品牌经济时代,集群品牌竞争力的提升成为促进产业集群向价值链高端攀升的理想举措,通过集群品牌竞争力影响因素的分析,能够协助集群品牌建设主体在获取和提升集群品牌竞争力方面有的放矢。文章立足于集群内企业,构建了区域政府、行业协(商)会、个体品牌投入对集群品牌竞争力的作用模型,通过对福建三地的鞋服产业集群246家企业的样本数据进行实证。研究发现,政府平台服务、行业协(商)会的协调服务、个体品牌价值和管理对集群品牌竞争力的形成和提升具有显著的正向影响,且三者间的协同互动发挥着中介作用。

Abstract:

Brand economy era, the promotion of the cluster brand competitiveness is the key method to advance the industrial cluster climbing the higher value chain. The analysis of the influential factors on the cluster brand competitiveness can assist the cluster brand construction subjects to improve the level. The study based on the enterprises in industrial cluster, build a model of the original government, the industry association and the individual brand affecting it. Then found that the platform service of government, the coordinative service of associations and the value and management of individual brands have a significant impact on the cluster brand competitiveness, and the collaborative interaction among three subjects plays an intermediary role.