经济与管理研究Issue(1)：132-138,7.
品牌生态系统框架下集群品牌驱动机制研究
Driving Mechanism of Cluster Brand Based on Brand Ecosystem
摘要
Abstract
It is important to explore how the driving factors and mechanism of cluster brand contributes to creating and developing cluster brand for the local government,industry associations and enterprises.This research,by literature review, constructs cluster brand ecosystem and explores the driving relations among factors;then,by questionnaire,it carries out an exploratory factor analysis and a confirmatory factor analysis.The results show that the factors of macro basis,industry development,resource support and cluster marketing have a positive influence on cluster brand,and the factors of cluster brand and cluster marketing also have a positive influence on market approbation.Therefore,it constructs the driving mechanism of cluster brand and differentiates 10 key promotable factors,such as government-orientation,industry chain and stakeholders,which offers an approach to the creation and development of cluster brand for further study.关键词
品牌生态系统/集群品牌/驱动机制Key words
cluster brand/driving mechanism/brand ecosystem分类
管理科学引用本文复制引用
王启万,朱虹,王兴元..品牌生态系统框架下集群品牌驱动机制研究[J].经济与管理研究,2015,(1):132-138,7.基金项目
国家自然科学基金项目“公共品牌创建、持续成长及其治理研究”（71272121）；中国博士后科学基金项目“集群品牌生态系统构建及驱动机制研究”（2013M531302）；徐州科技计划项目“徐州战略性新兴产业区域品牌创建与管理研究” （）
