区域品牌建设探讨--温州案例研究

全球化条件下品牌竞争力日趋突出,本文在对比企业品牌、区域品牌、国家品牌的基础上,结合区域经济学、产业经济学等经济理论分析了区域品牌的特性,提出了发展区域品牌的必要性。“温州模式”下高速发展的温州民营经济带来了较强的区域品牌效应,这里以温州制鞋产业集群为例,对温州区域品牌建设进行了理论分析,并就相关影响因素进行了探讨。

Regional Brand Developments Study--Case Example Research in the Wenzhou

Brand competition becomes more and more prominent under the circumstance of globalization. On the basis of comparisons of enterprise, regional and country brand, this paper proposes that it is a inevitale trend to develop regional brand , and analyzes the characterizes of building regional brand with the theories of regional economics , industry economics and so on. Under the "Wenzhou Model" the high rapidly development of Wenzhou private economics brings about much more regional brand effects, then, the author takes an example of shoe industrial cluster in Wenzhou city , Zhejiang Province to theoretically analyzes building regional brand. In addition, the paper explores the relevant affective factors.