跨境电商产业国际集群品牌形成机理研究——基于扎根理论分析

Research on the formation mechanism of international cluster brand of cross-border e-commerce industry

摘要:

由产业集群发展逐步形成的集群品牌，具有个体品牌无法比拟的竞争优势和难以被模仿的品牌效应。在全球经济一体化与信息技术快速发展的进程中，跨境电商为产业集群找到了一个全新的网络出口，为产业集群赋予独特的运营理念。当跨境电商产业内积聚着大量具有国际竞争力的品牌时，就形成了跨境电商产业国际集群品牌。论文回顾了跨进电商集群品牌研究的相关理论，应用扎根理论对跨境电商国际集群品牌的形成进行范畴提炼与模型构建，研究跨境电商产业国际集群品牌的形成机理，揭示跨境电商产业国际集群品牌形成的关键阶段、发展格局、环境支撑与决定要素，并提出跨境电商产业国际集群品牌的发展策略。

Abstract:

The cluster brand formed by the development of industrial clusters has a competitive advantage that is unmatched by individual brands and a brand effect that cannot be imitated. In the process of global economic integration and the rapid development of information technology, cross-border e-commerce has found a brand new network of exports for industrial clusters, giving unique operational concepts to industrial clusters. When cross-border e-commerce industry has accumulated a large number of internationally competitive brands, it has formed an international cluster brand of cross-border e-commerce industry. The paper reviewed the related theories that straddle the brand research of e-commerce clusters, applied the grounded theory to carry out the category refinement and model building of cross-border e-commerce international cluster brands, studied the formation mechanism of international cluster brands of cross-border e-commerce industry, and revealed cross-border The key stages, development patterns, environmental support and decision elements of the international cluster brand formation in the e-commerce industry, and the development strategy of international cluster brands in the cross-border e-commerce industry.