摘要
世界范围内,服务业已逐步替代农业和工业,成为一国或地区国民经济中最重要的部门,在某些国家和地区,服务业在国内生产总值中的比重甚至已经超过了农业和工业的总和。服务业发展规律中很重要的一条规律就是“空间集中与集聚规律”,伴随服务业的繁荣发展,服务业集群现象越来越普遍,形成了很多比较知名的典型服务业集群,比如纽约曼哈顿的金融业集群、日本新宿的生产性服务业集群等。改革开放以来,特别是上世纪90年代以来,我国服务业在党和国家的鼓励和指导下,取得J’长足的发展。2009年中国服务业增加值占GDP的比重达到了43.4%,2010年中国服务业就业人数占就业总人数的比重达到了34.6%。有学者预计,“十二五”期间,我国服务业增加值占GDP的比重可能会提高4-5个百分点,2015年将达到47%左右。目前,我国也已形成了几个具有较大影响力的服务业集群,如北京CBD、上海陆家嘴金融贸易区、深圳CBD、广州珠江新城等。然而,相对于发达国家和地区,我国服务业和服务业集群的发展仍有很大的差距。一方面,在服务业的国际分工中,我国处在产业链的最低端,承担的是外包和消费的角色。长此以往,我国服务业集群的遭遇将和制造业集群一样尴尬,“一亿件衬衫换一架飞机”的悲剧可能在服务业集群中再次重演。另一方面,近年来我国劳动力成本的大幅度上升,不仅抵消了我国相对于其它国家和地区的成本优势,而且严重影响了带有劳动密集特征的服务业的发展。
现代经济进入了以品牌创建和品牌营销为核心的发展阶段,服务业集群更是如此。由于服务具有无形性特征,消费者依靠品牌来感知和区分无形服务,品牌已成为服务质量的象征,是顾客选择服务的标准,因而品牌对于服务业和服务业集群具有非常特殊的意义。在现有的品牌价值文献中,从企业角度探讨的多,从集群视角,尤其是服务集群视角的研究十分缺乏。服务集群品牌价值的内涵界定不清,服务集群品牌价值的影响因素没有系统的研究,因素间的驱动关系不清晰,缺乏有说服力的实证研究,这些问题已严重影响了相关理论的发展和成熟。本研究根据研究内容和研究目的,采用文献研究、扎根理论和实证研究等方法,在文献综述的基础上,分析了影响服务集群品牌价值的主要因素,构建了服务集群品牌价值形成机理模型,利用问卷方法收集数据验证了理论模型和假设,并给出了有针对性的策略。
文献综述部分,对服务业、服务集群、集群品牌、品牌价值等方面的文献进行了回顾和评述。服务业方面的研究很多,为了研究需要,本文仅仅回顾了服务业的概念和分类两个方面的文献。由于采用的标准不同,服务业的类型比较多,有些类型之间存在重叠。服务集群方面的研究包括概念、产生的原因、功能和作用等,现有文献对于服务集群的品牌问题关注较少,研究比较薄弱。集群品牌方面的文献十分丰富,包括概念、类型、特征、经济效应、建设与管理等等,这些研究要么立足于制造业集群谈集群品牌,要么从区域的角度谈集群品牌,很少有针对服务业集群的品牌研究。品牌价值方面的文献主要包括概念、来源、提升策略和管理等方面,主要是研究的是企业个体品牌价值,几乎没有集群品牌价值方面的研究。
因素研究部分,鉴于现有相关文献的匮乏,本研究引入了扎根理论方法,试图通过对扎根访谈资料的分析寻找影响服务集群品牌价值的主要因素。通过开放式登录、关联式登录、选择式登录等步骤,本研究找到了四个具有代表性主因素(主范畴),即服务集群环境因素、个体品牌投入要素、关系投入因素、成员间交互。在主范畴的基础上,构建了较为简洁的“服务集群品牌价值影响因素”模型。
实证分析部分,基于文献回顾和服务集群品牌价值影响因素研究,本文构建了服务集群品牌价值形成机理理论模型,根据该模型提出了26个理论研究假设：然后选择问卷方法,收集数据对理论研究假设进行了实证检验。实证研究的结果表明,在不考虑集群“成员间交互”因素的条件下,政府行为、中介机构行为、金融环境、顾客特征、个体品牌价值、个体品牌管理、企业间信任和集群品牌认知相似度等8个变量对服务集群品牌价值都有正向影响。引入了“成员间交互”因素后发现,“任务性交互”和“社会性交互”不仅是影响服务集群品牌价值的直接因素,还是政府行为、顾客特征、个体品牌价值、个体品牌管理、企业间信任、集群品牌认知相似度等6个变量与服务集群品牌价值之间关系的中介变量。
策略提出部分,以理论研究为基础,结合实证研究的结果,本研究从政府、中介机构、企业三个角度提出了一些对服务集群品牌价值提升实践具有指导意义的建议。
本文研究的创新表现为：(1)运用扎根理论,提出了影响服务集群品牌价值的关键因素。(2)验证了各投入要素与集群品牌价值形成的关系。(3)将成员间交互引入服务集群品牌价值的形成过程。
Service industries have become the most important industry in some countries and regions in the world. There is an important rule in the development of service industries, that is,"Spatial concentration and agglomeration". With the development of service industries, service clusters become more and more popular, and some famous service clusters emerged all around the world, such as the finance cluster of Manhattan in New York, the producer services cluster of Shinjuku in Japan.Since the reform and opening up, especially since the1990s, service industries in our country gain rapid development because of the encouragement and guidance of our party and country. The added value of service industries accounted for43.4%in2009, and the employment in service industries accounted for34.6%in the total employment. Some scholars predicted that the proportion of service industries in GDP will rise4-5percentage points and reach about47%during the12th Five-Year Plan. Some famous service clusters had emerged in our country in recent years, such as the Beijing Central Business District, Shanghai Lujiazui financial and Trade Zone, the Shenzhen Central Business District and Guangzhou Pearl River New Town. However, service industries and service clusters in our country are lag behind comparing with service industries and service clusters in the developed countries and regions. On one hand, we are in the most low-end of the industry chain in the international division of labor of service industries, and we play the role of contractors and consumers. In the long term, service industry clusters in our country will encounter the awkward position which had emerged in manufacture industry clusters, the tragic transaction of "one hundred million shirts for an aircraft" will relay in the service industry. On the other hand, the rapid increase of China's labor cost not only offsets the cost advantage relative to other countries and regions, but also hinders the development of service industries which have the characteristic of labor intensive.
The key factors of modern economy are brand creation and brand marketing, and service industry cluster is no exception. Because of the feature of intangibility, service can not be perceived by consumer easily, and brand becomes a useful symbol for the quality of service and an important standard to choose service. So brand has a very special meaning for service industries and service industry clusters.There are lots of literatures on brand value. Most of the literatures are from the perspective of the enterprise, and from the view of cluster is short board of the existing research, especially service cluster perspective. Some problems had blocked the development of the theory of service industries cluster brand value. The development of the service industries cluster brand value theory had blocked by some problems, such as the definition is not clear, there is no systematic research for influence factors, the driving relationship among factors is not clear, there is no convincing empirical study. According to research contents and research purposes, this study uses some scientific method, including literature research, grounded theory and empirical research. Based on literature review, this study analyses the main factors which affect the value of service industries cluster brand, and constructs the formation mechanism model of service industries cluster brand value. Subsequently, using data collected form questionnaire method, this study verifies the validation of the theoretical model and hypotheses and proposes some pertinence strategies.
In literature review, this study reviews and comments the literatures of service industries, service industry clusters, cluster brands and brand value. In order to achieve the research objectives, this study only reviews the literatures on the concept and classification of service industries among all the literatures on service industries. There are lots of categories of service industries because of the different classification standards. The literatures on service industry clusters including concepts, causes of formation, functions and effects etc.. But there are few literatures on the brand of service industry clusters. The literatures on cluster brands are also very rich, including concepts, categories, characteristics, effects and managements. These studies were either based on manufacturing industry clusters, either from the regional perspective. and there are few literatures from the perspective of service industry clusters. The literature on brand values mainly includes concepts, origin, promotion strategies and management, and they are almost all from the perspective of individual brand value of enterprises, no cluster brand value research.
In the study of factors, considering the scarcity of literatures, this study introduces the grounded theory method, attempts to find the main factors which influence service industry clusters brand value through the interview data from the grounded analysis. Through the three steps of grounded theory, open registry, relational registry and select registry, this study find four main factors (categories), and the four factors are environmental factors of service industry clusters, input factors of individual brand, input factors of enterprise relationship and members interaction. Based on the four main factors, this study erects a simple service industry clusters brand value influencing factors model.
In empirical analysis, this study constructs a theory model of service industry clusters brand value formation mechanism based on the review of the literature and the research of service industry clusters brand value influencing factors. According to the theory model, this study proposes26theoretical hypotheses, and tests these hypotheses using the collecting data deriving from questionnaire. Without considering the effects of inter-member interaction, the empirical results indicate that there is a positive relationship between the eight independent variables, which includes government behavior, intermediary behavior, financial environment, customer characteristics, individual brand value, individual brand management, inter-firm trust and the cognitive similarity of service industry clusters brand, and the dependent variable of service industry clusters brand value. Task-related interaction and social interaction are not only the direct influence factor for service industry clusters brand value, but also an intervening variable.
On the basis of the previous research, this study puts forward some advice on the development of service industry clusters brand value from the perspective of government, intermediary, enterprise.
The innovation of this study is summed up as following.(1) Based on the grounded theory, this study puts forward some key factors which affet service industry clusters brand value.(2) This study tests the relationship between the input factors and service industry clusters brand value.(3) This study introduces the members interaction into the formation process of service industry clusters brand value.
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