地域形象品牌的性质及其树立对策

地域形象品牌是企业和政府普遍忽视的一个重要问题,其实它和企业品牌的发展休戚与共。我国忽视地域形象品牌的建设的成因在于地域形象品牌的公共物品属性、企业错误竞争意识和小农战略意识以及政府的引导监督不力。所以,要树立良好的地域形象品牌,在企业方面,要树立“联合舰队”的合作意识和战略意识,企业实行横向联合和集团化;在政府方面,应积极投资宣传,树立地域形象品牌,同时严格督导企业行为。

Characters & Strategies of regional image brand

Regional image brand is an important issue generally ignored by enterprises and government. In fact,regional image brand is bound by a common cause with enterprise brand. The reason why we ignored it lies in regional image brand's public goods property, entrepreneurs' in correct competitive strategic consciousness and small-scaled peasant consciousness,government's weak guide and supervision. So,in order to establish an excellent regional image brand,enterprises should hold to “united-fleet”stragegic consciousness,set up lateral union and organize company group. The government should offer support to sepread regional image brand in the meantime,supervise companies's behaviowr strictly.