区域品牌建设的影响因素研究——基于传统服装产业集群的调查的中期报告.docxVIP

区域品牌建设的影响因素研究——基于传统服装产业集群的调查的中期报告 摘要： 区域品牌建设是促进传统服装产业转型升级的重要手段之一，但其影响因素尚未得到充分研究。本研究以传统服装产业集群为调查对象，通过问卷调查和深度访谈的方式，探讨了区域品牌建设的影响因素，包括外部环境、产业集群自身、企业经营和品牌管理等方面。初步研究结果表明，区域品牌建设受到多种影响因素的综合作用，其中外部环境对区域品牌建设的影响最为直接和重要，而企业经营和品牌管理则是保障区域品牌建设成功的重要基础。 关键词：区域品牌建设；传统服装产业；影响因素；产业集群；问卷调查；深度访谈 Abstract： Regional brand building is one of the important means to promote the transformation and upgrading of traditional clothing industry, but its influencing factors have not been fully studied. Based on the survey of traditional clothing industry clusters, this study explores the influencing factors of regional brand building through questionnaires and in-depth interviews, including external environment, industry cluster itself, enterprise management and brand management. The preliminary results show that regional brand building is influenced by a variety of factors, among which the external environment has the most direct and important impact on regional brand building, while enterprise management and brand management are important foundations to ensure the success of regional brand building. Keywords: regional brand building; traditional clothing industry; influencing factors; industry cluster; questionnaire survey; in-depth interview.