集群品牌竞争力影响因素的实证研究--基于福建三地的集群企业分析

摘要

品牌经济时代，集群品牌竞争力的提升是促进集群向价值链高端攀升的理想举措。分析集群品牌竞争力影响因素，能够协助集群品牌建设主体有效获取和提升集群品牌竞争力。立足集群内企业，构建了区域政府、行业协（商）会、个体品牌投入对集群品牌竞争力的作用模型，并实证得出政府平台服务、行业协（商）会的协调服务、个体品牌价值和管理对集群品牌竞争力的形成和提升具有显著正向影响，且三者间的协同互动发挥着中介作用。%In the era of brand economy,the promotion of the cluster brand competitiveness is the key method to advance the industrial cluster to the higher value chain.The analysis of the influential factors on the cluster brand competitiveness can assist the cluster brand construction subjects to improve the level.The study based on the enterprises in industrial cluster, builds a model of the influence of local government,industry association and individual brand on cluster brand.Then the paper concludes that the platform service of government,the coordinative service of associations and the value and manage-ment of individual brands have a significant impact on the cluster brand competitiveness,and the collaborative interaction a-mong three subjects plays an intermediary role.