Research On The Influence Of Local Government's Policy On Strategy Game Of Place Brand Enterprises

By establishing the evolutionary game model that players are bounded rational,the dissertation discusses how the incentive policies of local government would influence the decisions of both coverage place brand enterprises and relying-on place brand enterprises whether they should invest on place brand from the microscopic perspective and define and generalize the characteristics of game strategies of place brand enterprise that are different in types and development stages according to the derivation and conclusion of the model.Then we analyze the reason of that conclusion and discuss the role that local government should play in the construction of different types of place brands and the different development stages for one of them so that we could define the first priority of local government in each condition and accordingly,provide them management suggestions.The study suggests that different amount of local government policy subsidy will cause the enterprises to use different group strategies.When the amount of local government policy subsidy reaches a certain level,the coverage style place brand tend to transform to relying on style place brand which are more stable and have marketing advantage.In addition,the local government policy subsidy plays different roles in different place brands and in different development stage of them.Finally,compared with relying on style place brand enterprises,the coverage style regional brand enterprises are more affected by the local government subsidy policy when making investment decisions.Based on our research,we believe that place brands have four stages of development called germination stage,growing stage,expansion stage and mature stage and we provide local government different suggestions in each one of them.The government should create a proper social and economic environment to cultivate place brands and attract local enterprises to help build them at the germination stage and implement and supervise the brands precisely at the growing stage.Then the government should establish a multivariate dynamic mechanism to manage the place brands in order to achieve a sustainable development of them in the expansion stage and implement the coordinated development of regional economy using the driven effects and scope effects of the brands when they are mature.