基于产业集群的绍兴黄酒区域品牌建设研究毕业论文.docVIP

基于产业集群的绍兴黄酒区域品牌建设研究 PAGE I 毕业论文 （2011届） 基于产业集群的绍兴黄酒区域品牌建设研究 摘 要 产业集群作为一种介于企业和市场之问的产业空间组织形式，已经对地区经济发展产生深刻的影响，将来还会发挥更为积极的作用。相对于具有全球影响力的国外产业集群，我国产业集群的影响力和品牌知名度都不够高，缺乏一些具有国际竞争力的产业集群。而区域品牌作为区域中共享的无形资产，它能够为每一个相关企业带来利益，是产业集群发展到一定经济阶段的必然产物。为促进我国产业集群的发展，提高我国产业集群的竞争力和世界知名度，打造区域品牌是有效的途径之一。以优秀的品牌效应促进集群良性循环的发展，从而提高产业集群整体竞争力。 本论文通过对产业集群和区域品牌的文献研究的基础上，以绍兴黄酒产业集群为研究对象展开分析。论文在阐述了产业集群的相关理论观点后，从绍兴黄酒产业集群的发展状况和特点出发，分析了“绍兴黄酒”区域品牌的形成要素和存在的问题，结合区域品牌建设的相关理论，对绍兴黄酒产业集群的区域品牌建设提出战略规划设想，并提出绍兴黄酒产业集群区域品牌建设的实施对策：强化政府和行业协会在品牌建设中的职能作用；建设区域品牌文化；丰富品牌传播手段；加强对区域品牌的维护；完善技术创新体系；实现区域品牌的可持续发展等。为产业集群的区域品牌建设提供理论与实践依据。 关键词：绍兴黄酒；产业集群；区域品牌 Abstract As a mode of industry organizations which is intervenient between enterprise and market, industry cluster has an increasingly significant impact on the development of region economy. Compared to competitive external industrial groups with global influence, the influence and brand able fame of internal industrial groups are rather lower, which lacking of some international competitive industrial groups. However, as a common invisible property, regional brand can bring the profits to every related enterprise, also it is a certain result with the development of industrial groups in a given period. In order to promote the development of internal industrial groups and enhance the competitiveness, even the international fame, building the regional brand is an effective way. A good brand Can promote the development of groups with satisfactory result, so that the competitiveness of industrial groups can be enhanced. This thesis is began with the contemporary problemeconomic development, based on Shaoxing rice wine, which is a target of industrial groups. After bringing the related opinions of industrial groups, the thesis is begin with the developing conditions and features of “Shaoxing rice wine”. Then a problem of how the regional brand “Shaoxing rice wine” is formed is settled in this thesis. Combining with related theory of building regional brand, the strategy of the de