主导与整合:政府在区域品牌管理和营销中的行为分析——基于“秀山丽水、养生福地、长寿之乡”品牌案例研究
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摘要
区域品牌的公共产品属性以及地方政府的经济管理职能决定了政府在区域品牌管理和营销中不可缺位,这个角色的具体定位和行为如何也影响着区域经济社会发展进程。通过文献综述及"秀山丽水、养生福地、长寿之乡"区域品牌案例分析,研究区域品牌管理营销过程中的地方政府行为,提出"主导与整合"是地方政府在区域品牌战略中应有的定位与角色,尤其在经济欠发达地区,区域品牌培植行为自上而下,政府发挥最为直接高效的主导作用。同时,政府在区域品牌管理过程中存在"领导者—整合者—监管者"的角色转变,政府的角色转变顺应产业发展周期,旨在为区域品牌与产业发展打好基础的前提下让位于市场和社会。
The attribute of regional brands as public product determines that it is necessary for local government to involve itself in brand management and marketing. The specific orientation and behaviors of local government in playing its role also have an effect on the course of local social and economic development. Based on literature review and case study on regional brands of Lishui,this paper analyzes the behaviors of local government in regional brand management and marketing and contends that leading and integration should be adopted by local government as the right orientation. The brand cultivation is usually top- down process in which local government plays the most direct and efficient leading role particularly in underdeveloped regions. Meanwhile, local government usually experiences transformation in its role from leader to integrator and to regulator in the process.The transformation conforms to the cycle of industrial development and serves the purpose of allowing market and society play a greater role in brand development.
The attribute of regional brands as public product determines that it is necessary for local government to involve itself in brand management and marketing. The specific orientation and behaviors of local government in playing its role also have an effect on the course of local social and economic development. Based on literature review and case study on regional brands of Lishui,this paper analyzes the behaviors of local government in regional brand management and marketing and contends that leading and integration should be adopted by local government as the right orientation. The brand cultivation is usually top- down process in which local government plays the most direct and efficient leading role particularly in underdeveloped regions. Meanwhile, local government usually experiences transformation in its role from leader to integrator and to regulator in the process.The transformation conforms to the cycle of industrial development and serves the purpose of allowing market and society play a greater role in brand development.
引文
[1]Kenvin Lane Keller.Strategic Brand Management[M].Upper Saddle River,NJ:Prentice Hall,1998:19.
[2]Kotler Phillip.Marketing in the network economy[J].The Journal of Marketing,1999,63(1):146-163.
[3]Seppo K Rainisto.Success factors of place marketing:A study of place marketing practices in Northern Europe and the United States[D].Finland:Helsinki University of Technology,2003:17-18.
[4]孙丽辉,盛亚军,徐明.国内区域品牌理论研究进展述评[J].经济纵横,2008(11):121-124.
[5]孙宏杰.关于区域品牌报道的思考[J].新闻战线,2002(11):29-31
[6]牟茜.区域品牌建设中的地方政府作用研究[D].杭州:浙江大学,2012.
[7]熊爱华.基于产业集群理论的区域品牌培植模式比较研究[D].天津:天津大学,2007.
[8]孙丽辉.区域品牌形成中的地方政府作用研究:基于温州鞋业集群品牌的个案分析[J].当地经济研究,2009(1):44-49.
[9]孙丽辉,毕楠,李阳,等.国外区域品牌化理论研究进展探析[J].外国经济与管理,2009(2):40-49.
[10]丽水市发改委课题组.丽水市生态休闲养生(养老)经济行业和品牌研究[J].丽水研究,2014(1):10-14.
[2]Kotler Phillip.Marketing in the network economy[J].The Journal of Marketing,1999,63(1):146-163.
[3]Seppo K Rainisto.Success factors of place marketing:A study of place marketing practices in Northern Europe and the United States[D].Finland:Helsinki University of Technology,2003:17-18.
[4]孙丽辉,盛亚军,徐明.国内区域品牌理论研究进展述评[J].经济纵横,2008(11):121-124.
[5]孙宏杰.关于区域品牌报道的思考[J].新闻战线,2002(11):29-31
[6]牟茜.区域品牌建设中的地方政府作用研究[D].杭州:浙江大学,2012.
[7]熊爱华.基于产业集群理论的区域品牌培植模式比较研究[D].天津:天津大学,2007.
[8]孙丽辉.区域品牌形成中的地方政府作用研究:基于温州鞋业集群品牌的个案分析[J].当地经济研究,2009(1):44-49.
[9]孙丽辉,毕楠,李阳,等.国外区域品牌化理论研究进展探析[J].外国经济与管理,2009(2):40-49.
[10]丽水市发改委课题组.丽水市生态休闲养生(养老)经济行业和品牌研究[J].丽水研究,2014(1):10-14.