| 产业集群品牌与企业品牌的交互作用 |
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| 引用本文： | 赵晶,郭斌,郭海.产业集群品牌与企业品牌的交互作用[J].中国软科学,2012(3):149-161. |
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| 作者姓名： | 赵晶 郭斌 郭海 |
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| 作者单位： | 1. 中国人民大学 商学院,北京,100872
2. 首都经济贸易大学 工商管理学院,北京,100070 |
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| 基金项目： | 国家自然科学基金(71072141;71102105) |
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| 摘 要： | 集群企业品牌作为企业依附于集群参与市场竞争的标示,其不仅体现企业自身的竞争力水平,也在一定程度上反映出企业生产经营所处于的集群竞争力水平。本文旨在总结前人对集群企业品牌概念解释和价值构成分析的基础上,结合信号理论及集群竞争力生成模型,研究集群品牌价值变化对企业品牌价值的影响,揭示出集群内企业品牌和集群品牌间存在的交互作用,为品牌问题的研究提供了一个崭新的视角。
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| 关 键 词： | 信号理论 集群品牌 企业品牌 交互作用 |
Interaction between Cluster Brand and Enterprise Brand Based on Signaling Theory |
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| ZHAO Jing
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GUO Bin
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GUO Hai.Interaction between Cluster Brand and Enterprise Brand Based on Signaling Theory[J].China Soft Science,2012(3):149-161. |
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| Authors: | ZHAO Jing GUO Bin GUO Hai |
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| Institution: | 1(1.Business School,Renmin University of China,Beijing 100872,China; 2.School of Business Administration,Capital University of Business and Economics,Beijing 100070,China) |
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| Abstract: | This paper proposes that enterprise brand in cluster is label of enterprises in market competition.Based on summing up the traditional explaination of enterprise brand in cluster and analyzing on the value composition,we focus on the signaling theory and generation model of cluster competitiveness.The findings show that there is the interaction between enterprise brand in cluster and cluster brand.This paper provides a new way for analyzing the enterprise brand in cluster. |
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| Keywords: | Signaling Theory cluster brand enterprise brand interaction between brands |
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