区域品牌建设的实证分析

随着品牌竞争力发展全球化的日趋加深,各国对国家品牌的培育均给予了广泛的重视。我国国家品牌竞争力缺乏竞争优势,为培养我国国家品牌,应大力发展区域经济,培育区域品牌。本文阐述了区域经济的集聚优势和区域品牌的协同效应,对温州区域品牌建设进行了实证分析,并提出温州区域品牌建设中应发挥地区的整体特色,注意存在的某些问题如企业规模小、品牌短视意识等,最后提出了品牌立市、技术创新等相关的区域品牌建设对策。

On Empirical Analysis of Regional Brand Construction

With the increasing intensification of globalization of brand competitiveness, countries pay more attention to cultivating national brands. Our nation brands lack competitive advantage, in order to cultivate our nation brands, we should make every effort to develop the regional economy and regional brands. The paper analyzes agglomeration advantages of regional economy and synergetic effect of regional brand, and makes an empirical analysis of Wenzhou regional brand construction. Finally, the paper puts forward some brand construction suggestions, such as whole characteristic, technology innovation, brand strategy.