“呼包鄂”经济圈乳业产业集群品牌竞争力研究区域经济学专业论文.docxVIP

内 内蒙古科技大学硕士学位论文 I I 摘 要 随着产业集群的兴起和发展，国内外学者对于品牌的研究已经不仅仅局限于企 业这个微观层面，品牌的竞争也超越了企业的范畴，扩大到集群之间的竞争。资源 的有效利用、信息的共享使得产业集群得以不断成长壮大，在市场的竞争中显示出 越来越大的优势。产业内企业的集聚形成了集群，集群中又产生了许多品牌企业， 这些品牌的集中使得在顾客头脑中将该产业知名企业的品牌和这一区域相联系，而 这些与区域相联系的品牌的培育与发展正逐渐为人们所关注。 基于这样背景，本文展开了基于产业集群的区域品牌研究，以“呼包鄂”乳业 产业集群为研究对象，参考多个区域竞争力评价模型，选取十七个指标，建立了评 价“”呼包鄂”乳业产业集群品牌竞争力的模型。运用主成分分析法对模型中的指 标赋予权重，以此来确定这些指标在影响区域品牌竞争力中的重要程度；然后，本 文选取中国乳业四大产业集群 2006-2010 年五年的平均数据为实证研究主体，通过模 型的比较结果分析了“呼包鄂”经济圈乳业产业集群在区域品牌竞争力上的优势与 不足之处。基于模型的分析结果，文章在第四部分提出了增强该产业集群品牌竞争 力的一些建议与意见。 本论文的重点是文章的第二和第三部分，即定性和定量分析“呼包鄂”经济圈 乳业产业集群品牌的竞争力。本文的创新之处在于将产业集群作为品牌的载体，从 整体的角度分析影响品牌竞争力的因素，采用定性和定量相结合的手段评价“呼包 鄂”经济圈乳业产业集群的区域品牌竞争力，并据此提出增强品牌竞争力的途径。 关键词：“呼包鄂”；乳业；产业集群；品牌竞争力 II II Abstract With the emergence and development of industry clusters, scholars both home and abroad do not put emphasis only on enterprises. Competition between brands extends beyond enterprises to that among clusters. Effective utilization of resources and shared information makes it possible for industry clusters to grow and develop, showing greater advantages in market competition. The convergence of enterprises forms clusters, and there are many brand enterprises in clusters. The convergence of such brands make people link those brands with the region in their minds and the breeding and development of such brands connected with regions are receiving attention from people. Based on such background, this paper studies on regional branding with the foundation of industry clusters. With diary industry cluster of “Huhhot-Baotou-Erdos” as its object, this paper refers to many evaluation models, selects 17 indicators and builds up a model evaluating the brand competition in this industry cluster. With principal component analysis, this paper gives weight to each indicator to decide importance level of indicators in affecting regional brand competition. Then based on empirical study on average data of four diary industry clusters 2006-2010, this paper also analyzes advantages and shortcomings of diary