产业集群区域品牌建设路径研究

当前，产业集群已经成为一种世界性的经济现象，这些产业集群通过其”羊群效应”的释放，有效促进了地区经济的发展。而区域品牌是产业集群与市场营销发展到一定阶段完美结合的产物，无论是理论界还是企业界都比较一致的看法是，区域品牌建设是现在乃至今后区域经济发展与集群内企业做大做强的主要途径。但目前理论界的研究视角均忽视了企业品牌在创建区域品牌中的重要作用，故本文提出了”依托企业品牌建设区域品牌”的区域品牌建设路径，并阐述了该路径的优势以及实施的关键环节。

Analysis of the Process of Building Regional Brand in Industry Cluster

As a global economic phenomenon, the industry cluster, has been effectively promoting the devel- opment of regional economy through the ＂herding＂ release. The industry cluster, combining marketing, perfectly results in the regional brand. It will be a major method in the development of regional economy and the enterprises themselves, according to both theoretical and practical views of the industry. However, current theoretical research has ignored the importance of corporate brand in the creation of regional brands. As a result, this paper claims that ＂relying on corporate brand building regional brand＂ as a regional brand-building path, and introduces its advan- tages and crucial elements during implementation.