产业集群环境下的企业品牌纵向合作关系研究

揭示集群企业品牌纵向合作关系作用于企业品牌提升的内在机理,对指导集群内企业品牌提升实践具有重要意义。集群企业品牌纵向合作关系表现为基于产品供应、技术创新和营销协同三类合作关系。本文以需求供给模型为基础,构建了集群企业品牌纵向合作关系的数理模型,对集群企业品牌合作关系的形成及对品牌提升的作用机理进行了分析。模型分析表明:在产业集群环境下,上游品牌的行业地位越稳定,集群信任程度越高,纵向合作关系形成的可能性越大;在合作关系发生的情形下,集群信任程度越高,下游品牌产品价格竞争力越强,品牌合作绩效越高。

Research on Vertical Relations Enterprise Brands Cooperation within Industrial Clusters

It has great significances for brand promoting practice to reveal the influencing mechanism of vertical-relations enterprise brands cooperation on enterprise brand promoting within industrial clusters. The way to cooperate among the vertical-relations brands can be grouped into three aspects within industrial clusters: product supply cooperation, technical innovation and marketing synergies. Drawing on economic model of supplying and demanding, a mathematical model was built to describe the vertical-reladons brands cooperation, by which the mechanism was analyzed. Model analysis shows that: within industrial clusters, the more stable the brand status in the industry, the higher the degree of trusts, the greater the possibility of cooperation; in the case of cooperation takingplace, the higher the degree oftrust within the cluster,the stronger the price competitiveness, the higher the brand cooperation performance.