集群企业品牌网络关系的形成及对群内个体品牌的驱动研究
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摘要
从网络视角对集群企业品牌提升进行研究,揭示集群环境下的品牌成长机理,对集群内知名品牌的数量和质量提升具有重要的理论和现实意义。本研究引入了一个新的研究对象-集群企业品牌网络,在界定集群企业品牌网络概念及内涵的基础上,借鉴社会网络理论、企业能力理论、企业学习理论、品牌理论等,利用数量模型推导、博弈论、案例分析、计算机模拟仿真、数据实证等方法对集群企业品牌网络的构成和特征,品牌网络关系机理,集群环境要素对品牌网络关系形成的驱动机理,品牌网络关系对群内个体品牌的驱动等问题进行了研究。
(1)从主体、资源和活动三个方面描述了集群企业的品牌网络构成要素,分析了其互动依赖、复合嵌入和发展非平衡特征。基于共生理论,利用logistic方程刻画了集群企业品牌网络的发展路径:基于互惠共生的品牌网络形成阶段,互惠共生主导的品牌网络成熟阶段,竞争共生主导的品牌网络成熟阶段和基于竞争共生的品牌网络衰退阶段。
(2)将集群企业品牌网络关系分为品牌学习关系、品牌纵向合作关系和品牌聚集关系三种类型,分别研究了其关系机理。首先,将SECI知识创造模型拓展到集群企业品牌网络中,揭示了集群企业品牌网络学习关系视角下品牌提升能力的生成过程;其次,以古典经济学厂商决策理论为基础,构建了集群企业品牌纵向合作关系数理模型,研究了网络中企业品牌纵向合作关系机理;最后,归纳出品牌网络聚集关系的三类驱动品牌提升的效应:静态性品牌提升效应、品牌差异化效应和集群品牌荫庇效应。重点利用动态博弈方法和数理模型构建方法分析了品牌差异化效应和集群品牌荫庇效应。
(3)识别出集群社会资本、品牌竞争和企业家三个驱动集群企业品牌网络关系形成的关键要素,论述了集群社会资本对网络学习关系、网络合作关系和网络聚集关系的驱动途径,及集群竞争对网络学习关系、网络聚集关系的驱动途径;分析了企业家与本地环境的互动过程,探究了企业家网络对品牌提升的示范效应和支持效应,并结合柳市低压电器集群的相关案例进行了验证;最后,利用元胞自动机仿真方法,从动态角度研究了集群环境要素对集群内品牌提升的速度、稳态数量和网络环境驱动力的影响。
(4)研究了集群企业品牌网络关系对群内个体品牌的驱动路径。以社会网络理论为基础,对集群企业品牌网络关系要素-关系规模、关系中心度、关系稳定性和关系强度进行了界定,基于顾客视角的品牌理论,提出了品牌提升的四个要素:品牌文化、产品和服务质量、产品和服务成本、产品和服务创新,论证了集群企业品牌网络关系要素与品牌提升要素之间的相关关系,提出了20个假设,建立了结构方程模型,通过搜集数据进行了实证分析,13个假设得到了验证。
(5)从政府和集群企业两个视角给出了相关建议。
Enterprise brand within industrial clusters is studied from the perspective of network, and its growth mechanism is revealed as well, which have great theoretical and practical significance for the enhancement of famous brands’quantity and quality. This study introduces a new research area– enterprise brand network within industrial clusters. Based on the definition of brand network within industrial clusters, social network theory, enterprise competence theory, enterprise learning theory and brand theory, Four topics, the construction and characteristic of brand network, the relationship mechanism of network, the driving mechanism of environmental elements on the brand network relationship, and the driving routs of brand network relationships on individual brand, within industrial clusters, are studied by using quantitative model, such as game theory, case studies, computer simulation and empirical methods.
(1) The construction of brand network within industrial clusters is decomposed from three aspects: element, resource and activity, and its four characteristics are argued, which are interaction and interdependence characteristic , composition and embedness characteristic, and disequilibrium characteristic. The development routs of brand network within industrial clusters are divided into four stages: forming stage of reciprocal symbiosis, mature stage dominated by reciprocal symbiosis, mature stage dominated by competition symbiosis, and recession stage of competition symbiosis demonstrated by logistic equation.
(2) The relationships of enterprise brand network are divided into three types: brand learning relationship, lognitudinal brand cooperation relationship and brand conglomeration relationships, and their mechanism are analyzed respectively. Firstly, the enterprise brand promotion processes are studied at the framework of learning relationships, and the SECI model are extended into the range within industrial clusters. Secondly, the quantitative model of longitudinal brand cooperation relationship within industrial clusters is constructed based on manufacturers theory of classical economics. By which, the longitudinal brand cooperation relationship mechanisms are analyzed. At last, three brand promotion effects, static brand promotion effect, brand difference effect, and shelter effect of clusters brand, which exists in the conglomeration relationships of enterprise brand network within industrial clusters are detected. The brand differentiation effects are analyzed by game theory and the shelter effect are analyzed by quantitative model. Based on the theoretical analysis above, the driving of environment elements on brand promotion speed, steady number of brand and impetus of network environment are studied from the dynamic perspective by the automatic cellar method.
(3) Three core environment factors are identified: clusters social capital, brand competition and entrepreneurs. The driving routes of clusters social capital on learning relationships, cooperation relationships and brand conglomeration relationships, and brand competition on learning relationships and brand conglomeration relationships are analyzed. At the same time, interactive process between the entrepreneurs and local environment are detected, as well as the example and support effect of entrepreneurs network within industrial clusters on the enhancement of enterprise brand. Example effects are illuminated from two aspects: entrepreneurs’competition and entrepreneurs’learning ability. Trust mechanism, learning mechanism and resource acquiring mechanism could be provided by entrepreneurs network, and its support of the brand commit and synergy of brand expanding are explored, which are corroborated by some cases of LiuShi low voltage electrical industrial clusters.
(4) The driving routes of enterprise brand network relationships on individual brands are studied within industrial clusters. Based on social network theory, the element of enterprise brand network relationships: relationship scale, relationship centricity, relationship stability and relationship intensity are definited. According to the brand theory from the perspective of customer, four factors of brand promotion: brand culture, product or service quality, product or service cost, and product or service innovation are proposed. The interactive relationships between the relationship element and the factors of brand promotion are discussed as well. At last, 20 hypotheses are proposed, based on which the structure equation model are constructed. Through empirical study of industrial clusters date, 13 hypotheses are supported.
(5)Some recommendations were given for government and enterprise related to the industrial clusters.
(1)从主体、资源和活动三个方面描述了集群企业的品牌网络构成要素,分析了其互动依赖、复合嵌入和发展非平衡特征。基于共生理论,利用logistic方程刻画了集群企业品牌网络的发展路径:基于互惠共生的品牌网络形成阶段,互惠共生主导的品牌网络成熟阶段,竞争共生主导的品牌网络成熟阶段和基于竞争共生的品牌网络衰退阶段。
(2)将集群企业品牌网络关系分为品牌学习关系、品牌纵向合作关系和品牌聚集关系三种类型,分别研究了其关系机理。首先,将SECI知识创造模型拓展到集群企业品牌网络中,揭示了集群企业品牌网络学习关系视角下品牌提升能力的生成过程;其次,以古典经济学厂商决策理论为基础,构建了集群企业品牌纵向合作关系数理模型,研究了网络中企业品牌纵向合作关系机理;最后,归纳出品牌网络聚集关系的三类驱动品牌提升的效应:静态性品牌提升效应、品牌差异化效应和集群品牌荫庇效应。重点利用动态博弈方法和数理模型构建方法分析了品牌差异化效应和集群品牌荫庇效应。
(3)识别出集群社会资本、品牌竞争和企业家三个驱动集群企业品牌网络关系形成的关键要素,论述了集群社会资本对网络学习关系、网络合作关系和网络聚集关系的驱动途径,及集群竞争对网络学习关系、网络聚集关系的驱动途径;分析了企业家与本地环境的互动过程,探究了企业家网络对品牌提升的示范效应和支持效应,并结合柳市低压电器集群的相关案例进行了验证;最后,利用元胞自动机仿真方法,从动态角度研究了集群环境要素对集群内品牌提升的速度、稳态数量和网络环境驱动力的影响。
(4)研究了集群企业品牌网络关系对群内个体品牌的驱动路径。以社会网络理论为基础,对集群企业品牌网络关系要素-关系规模、关系中心度、关系稳定性和关系强度进行了界定,基于顾客视角的品牌理论,提出了品牌提升的四个要素:品牌文化、产品和服务质量、产品和服务成本、产品和服务创新,论证了集群企业品牌网络关系要素与品牌提升要素之间的相关关系,提出了20个假设,建立了结构方程模型,通过搜集数据进行了实证分析,13个假设得到了验证。
(5)从政府和集群企业两个视角给出了相关建议。
Enterprise brand within industrial clusters is studied from the perspective of network, and its growth mechanism is revealed as well, which have great theoretical and practical significance for the enhancement of famous brands’quantity and quality. This study introduces a new research area– enterprise brand network within industrial clusters. Based on the definition of brand network within industrial clusters, social network theory, enterprise competence theory, enterprise learning theory and brand theory, Four topics, the construction and characteristic of brand network, the relationship mechanism of network, the driving mechanism of environmental elements on the brand network relationship, and the driving routs of brand network relationships on individual brand, within industrial clusters, are studied by using quantitative model, such as game theory, case studies, computer simulation and empirical methods.
(1) The construction of brand network within industrial clusters is decomposed from three aspects: element, resource and activity, and its four characteristics are argued, which are interaction and interdependence characteristic , composition and embedness characteristic, and disequilibrium characteristic. The development routs of brand network within industrial clusters are divided into four stages: forming stage of reciprocal symbiosis, mature stage dominated by reciprocal symbiosis, mature stage dominated by competition symbiosis, and recession stage of competition symbiosis demonstrated by logistic equation.
(2) The relationships of enterprise brand network are divided into three types: brand learning relationship, lognitudinal brand cooperation relationship and brand conglomeration relationships, and their mechanism are analyzed respectively. Firstly, the enterprise brand promotion processes are studied at the framework of learning relationships, and the SECI model are extended into the range within industrial clusters. Secondly, the quantitative model of longitudinal brand cooperation relationship within industrial clusters is constructed based on manufacturers theory of classical economics. By which, the longitudinal brand cooperation relationship mechanisms are analyzed. At last, three brand promotion effects, static brand promotion effect, brand difference effect, and shelter effect of clusters brand, which exists in the conglomeration relationships of enterprise brand network within industrial clusters are detected. The brand differentiation effects are analyzed by game theory and the shelter effect are analyzed by quantitative model. Based on the theoretical analysis above, the driving of environment elements on brand promotion speed, steady number of brand and impetus of network environment are studied from the dynamic perspective by the automatic cellar method.
(3) Three core environment factors are identified: clusters social capital, brand competition and entrepreneurs. The driving routes of clusters social capital on learning relationships, cooperation relationships and brand conglomeration relationships, and brand competition on learning relationships and brand conglomeration relationships are analyzed. At the same time, interactive process between the entrepreneurs and local environment are detected, as well as the example and support effect of entrepreneurs network within industrial clusters on the enhancement of enterprise brand. Example effects are illuminated from two aspects: entrepreneurs’competition and entrepreneurs’learning ability. Trust mechanism, learning mechanism and resource acquiring mechanism could be provided by entrepreneurs network, and its support of the brand commit and synergy of brand expanding are explored, which are corroborated by some cases of LiuShi low voltage electrical industrial clusters.
(4) The driving routes of enterprise brand network relationships on individual brands are studied within industrial clusters. Based on social network theory, the element of enterprise brand network relationships: relationship scale, relationship centricity, relationship stability and relationship intensity are definited. According to the brand theory from the perspective of customer, four factors of brand promotion: brand culture, product or service quality, product or service cost, and product or service innovation are proposed. The interactive relationships between the relationship element and the factors of brand promotion are discussed as well. At last, 20 hypotheses are proposed, based on which the structure equation model are constructed. Through empirical study of industrial clusters date, 13 hypotheses are supported.
(5)Some recommendations were given for government and enterprise related to the industrial clusters.
引文
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