| Abstract:Forming regional industry brand is not only a common experience for developed countries to build industrial competitiveness, but also an urgent need for China to integrate into the global economy. Meanwhile, to transform the economic growth modes and push regional economic development, it is both important and necessary to cultivate regional industry brand. At present, emphasis has been given to the economic transformation, while the effect of regional industry branding can be an important approach to push forward industrial transformation and upgrading. However, some problems have been encountered in the process of brand building, which is unfavorable to bring into full play the overall effect of regional industry brands. For example, apparent differences have been found among regions; some regional brands fail to have favorable effects on the economic growth; less attention has been paid to the cultivation of regional industry brands, and building brand appears to be the act of repeated construction and excessive imitation.By applying synthetically some basic theories and quantitative research methods of marketing, industry economics, system engineering, regional economics, as well as development economics, the present study first illustrates relevant theories and formation mechanism of regional branding, and then sums up the experience of some typical regional industrial brands both at home and abroad for reference. After that, branding differences among regions and status quo of cultivating regional industrial brands are explored. By employing structural equation method, a detailed analysis is made to investigate the factors influencing branding of regional industry. Considering current situation in construction machinery industry of Hunan, a case study is then conducted to explore the branding of construction machinery industry of Hunan. Based on theoretical and empirical analysis, the study presents the strategies for cultivating regional industrial brands from different perspective, which not only can enrich relevant theories on marketing and industrial organization, but also helps to cultivate regional industrial brands and transform regional economic growth modes, hence promoting regional sustainable and leapfrog development.There are nine chapters in the study, which follows the logic method of "question-analysis-solution". The main contents and conclusions are as follows:Firstly, by defining the connotation and denotation of regional industry brand, related literature and theories of cultivating regional industry brand are reviewed, and its formation mechanism is then illustrated. Regional characteristics, industrial foundation and the connotation of the brand are the three factors for the formation of regional industry brand,while resource endowment, industry support, market advantage, band management, government policy, and economic and social environment are the key factors to promote the formation of regional industrial brand,and cultivation of regional industrial brand can rely on industry clusters,geographical indication products, as well as scale industries. After that, several main models of regional industry brand and the experience of some typical regional industrial brands both at home and abroad are presented, which provides theoretical support and practical basis for the analysis of differences in brand formation among regions and factors affecting its formation.Secondly, based on the literature review of regional industry brand, an evaluation index system for regional brand cultivation is built according to the input and output of brand formation, and the system is further divided into four aspects, including brand input, brand output, brand formation as well as brand extension and twelve specific measurement indicators. Next, time series global principal component analysis method is employed to measure the regional differences in brand formation among China’s31provinces, cities, and autonomous regions from2010and2012. These regions are then sequenced and their differences are compared and analyzed. After that, a detailed discussion is made to explore the reasons for the regional differences in brand formation in different years and its evolution. It is believed that brand is an important factor in the formation of a regional competitiveness, and regional differences in brand formation tends to expand, which is caused by the regional input for brand and the concept of brand cultivation as well as the related environment. In addition, the current situation of regional industry brand cultivation is illustrated, and some problems in brand formation are explored from the aspects of concept, planning, and industrial foundation.Thirdly, based on structural equation model and formation mechanism of regional industry brand, variables affecting the formation of regional industry brand are discussed from resource base, industry support, competitive advantage, brand management as well as government policy support. Next, the data form field investigation and questionnaire survey are arranged to make structural equation analysis by AMOS software. It was found that industry support and resource base was the natural soil for the growth and formation of regional industry brand. Meanwhile, to form of a strong regional industry brand requires the strong support of government policies, especially in the cultivation of regional industry brand. In addition, brand management is also inevitable for its growth and expansion, thus improving regional industrial recognition and convergence function.Fourthly, taking Hunan construction machinery industry brand, a new force, as a case study, the thesis launched a qualitative and quantitative analysis on its history, brand effects as well as the influencing factors. Research shows that great achievement have been made by Hunan construction machinery industry, partly because Hunan provincial government attaches great importance to the development of construction machinery industry, and gives a lot of policy support, providing strong support for the competitive market advantage; on the other hand, the machinery enterprises in Hunan Province focus on brand management and technology innovation, which has laid a good foundation for the growth of its added value and the improvement of overall influence. At the same time, paying attention to marketing and publicity also brewed a good external environment for Hunan construction machinery industry brand.Finally, some strategies for the formation of regional industry brand are put forward, including clarifying responsibilities on brand cultivation for concerned organizations, increasing government policy support, enhancing industry base, cultivating competitive advantage as well as improving brand management.
|
PDF Full Text Request