【毕 论】 【业 文】
( 届)
基于产业集群的区域品牌创建
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摘 要
湖州自古就拥有“丝绸之府”的美名，丝绸产业在湖州经济发展过程中承担着不可比拟的作用，作为湖州地区的传统产业，它具有诸多方面的区域优势，完善的上下游产业链巩固并不断推动着湖州丝绸产业的发展。但一旦提到湖州丝绸的品牌建设，确实需要多方进行必要的反思。为何在区域品牌明星云集的浙江产业集群中，湖州丝绸业却并不是其中之一。本文从产业集群与区域品牌的关系出发，通过大量的资料研究及国内较完善的区域品牌的比较分析，使用案例调查的实证分析来进行研究得出有效的对策与结论。笔者认为需要从湖州地区政府、企业自身以及行业协会三方面出发，拓展产业链和提升产业架构为手段，探讨如何发展湖州丝绸产业，并成功有效创建湖州丝绸区域品牌。
基于上述分析，本文认为湖州政府应积极合理地进行招商引资工作，以文化服务经济，为品牌的创建营造一个良性的环境与氛围；企业自身应不断加强内部的合作，发挥知名品牌带动效应，自主创新，打造有影响力的品牌；行业协会应充分发挥其在集群品牌建设中的牵线及组织协调作用，通过协会的桥梁性作用，推进品牌战略的实施。只有三方各司其职，协同合作，才能真正有效的打造出一个完善的湖州丝绸产业链，才能切实可行的创建出湖州丝绸产业可持续性的区域品牌，使其成功跻身浙江乃至中国品牌明星行列。 关键词：产业集群；传统产业；区域品牌；丝绸行业
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Abstract
Since ancient times Huzhou have \in Huzhou economic development process of undertaking the incomparable effect, the traditional industries as Huzhou, which has a number of aspects of regional advantages, complete upstream and downstream industry chain consolidate and pushing the silk industry of Huzhou development. Once mentioned Huzhou silk brand building, but let person had to shake head, in regional brand star-studded of Zhejiang Province industrial clusters, Huzhou silk industry was not one of them. This paper conception to industrial cluster Angle, through a large number of material research and comparative analysis of domestic more perfect regional brand, comparison Huzhou silk industry cluster structures and a complete industrial cluster structure. From Huzhou government, enterprises themselves and industrial association three aspects to develop industrial chain and promoting industrial architecture as the means, this paper discusses how to develop Huzhou silk industry, and successfully create created an effective Huzhou silk regional brand for the purpose.
Huzhou government should actively carrying out rational investment, with industry culture service to industry economy, for the creation of the brand to create a positive environment and atmosphere ; Enterprises should constantly strengthen the internal cooperation, play a well-known brand driving effects, the independent innovation, creating influential brands; Trade associations should give full play to its brand building in the cluster and organization coordinated function, through the association's bridge function, and promote the brand strategy implement. Only each performs its own functions, the cooperation, can be truly effective in creating a perfect Huzhou silk industry chain, can be feasible to create Huzhou silk industry of the sustainability of regional brand, make its success among Zhejiang Province and even Chinese brand star ranks.
Keywords: industrial cluster；conventional industries；Place branding；silk industry
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基于产业集群下的区域品牌创建【毕业作品】
