产业集群的品牌生态研究

产业集群不仅仅是众多相关企业在地理上的集聚,品牌集聚的现象也十分突出。一般来说,经过一段时间的演化,品牌由个体到群落会逐渐形成一个复杂的品牌系统。由于品牌具有类生物学特性,因此我们可以借助生态学理论来研究产业集群中的品牌系统,进而关注产业集群的品牌生态健康问题。该文主要从种群到群落两个层次构建了品牌分析的数量指标,并提出一般化的品牌生态系统模型,最后以狮岭皮具为案例,研究其品牌结构和生态健康问题。

A Study of Brand Ecosystem of Industrial Cluster

Industrial cluster is not only that conglomerate of many related enterprises geographically,and the phenomenon of brand conglomerating is also prominent.In general,evolving over a period of time,brands of the industrial cluster would gradually build a complicated brand system from individual to community,and because brand has the analogous biological character,we may study the brand system of industrial cluster by dint of ecological theory,and further,pay attention to the problem of health of brand ecology.This article builds up two levels of quantitative indice for brand analyzing,which include the group level and the community one,and puts forward a universal brand ecosystem module.Finally,this article,taking Shi Ling leather as a case,studies its brand structure and problem of health of ecosystem.