【作者】 于颖；

【导师】 赵德志；

【作者基本信息】 辽宁大学 ， 企业管理， 2013， 博士

【摘要】 20世纪90年代以来，在经济全球化、信息化和网络化的推动下，产业集群以其旺盛的生命力和强劲的竞争力成为区域经济乃至国家经济发展的一支重要力量。与此同时，产业集群品牌战略作为提升产业集群竞争力的重要途径也受到学者们的日益关注。但是目前关于产业集群品牌的研究主要集中在对以产业集群为载体的产业集群整体品牌的研究上，而对集群内部诸多的产品品牌和企业品牌以及品牌之间、品牌与环境之间的有机联系和共生关系的研究比较薄弱。事实上，产业集群不仅是一个企业群落，也是一个品牌群落。仔细审视产业集群品牌，它具有明显的生态特征，产业集群内部诸多品牌及其环境构成一个品牌生态系统：品牌个体具有品牌个性、品牌生命周期等生命特征；争夺同一资源的品牌由于生态位相似构成一个品牌种群；不同的品牌种群又通过产业价值链连接成品牌群落；品牌群落及其支持性环境构成品牌生态系统。生态系统的本质是协同进化。生态系统中的生物之间、生物与环境之间存在着协同进化关系，一个物种的进化会改变作用于其他生物的选择压力，从而引起其他生物的适应性变化，而这种变化又会引起相关物种的进一步变化，从而推动整个生态系统的进化。与自然生态系统相似，产业集群品牌生态系统也是协同进化的。产业集群品牌生态系统中的某些相关要素会促进某一品牌的进化，该品牌又通过自身的进化影响相关要素的进化，而相关要素的进化又进一步改变着该品牌的进化路径，最终导致整个品牌生态系统的进化。产业集群品牌生态系统作为一个开放的、共生的生态系统，一方面，系统内部的品牌之间时刻发生着互动，通过一系列协同机制相互协调、共同进化；另一方面，品牌与环境之间也通过物质、能量与信息的交流相互作用、协同进化。本文结合产业集群品牌所具有的生态学特征，运用生态学、协同进化等理论，采用隐喻分析、定量分析、模拟仿真分析、案例分析等多种研究方法，对产业集群品牌生态系统协同进化问题进行研究，为产业集群品牌研究提供一个新的视角。本文首先从生态学角度出发，提出了产业集群品牌生态系统的概念，分析了产业集群品牌生态系统的层次、结构、特征、生态因子和生态位，构建了产业集群品牌生态系统的理论体系，为产业集群品牌生态系统协同进化研究奠定了理论基础；其次，本文运用协同进化理论对产业集群品牌生态系统协同进化的主体、动因及效应进行了分析，重点解决产业集群品牌生态系统为什么要协同进化的问题；再次，本文从品牌种群内部、品牌种群之间以及品牌种群与外部环境之间三个层面构建了产业集群品牌生态系统协同进化的模式，提出了产业集群品牌生态系统协同进化的保障机制。在定性分析的基础上，构建了产业集群品牌生态系统协同进化的模型，利用Matlab/Simulink仿真软件对品牌种群间（含品牌个体之间）的协同进化过程进行了模拟，进一步验证了生态学模型在品牌群落协同进化中的适用性，重点解决产业集群品牌生态系统怎样协同进化的问题；最后，运用产业集群品牌生态系统协同进化理论对大连服装产业集群品牌生态系统协同进化的案例进行了研究。基于上述研究，本文得出以下主要结论：（1）产业集群内部众多的企业品牌及其环境构成产业集群品牌生态系统。该系统具有一定的层次、结构和功能，这就要求我们用开放的、系统的、有机的、联系的观点来研究产业集群内部的品牌之间以及品牌与环境之间的协同进化关系，这样才能更好地诠释集群企业品牌成长的现象和规律，促进集群企业品牌的成长，为产业集群的持续发展奠定坚实的基础。（2）环境选择的压力、市场效应的拉力和系统成员自身发展的动力是产业集群品牌生态系统协同进化的主要动因。产业集群品牌生态系统协同进化能将不同品牌的优势整合到系统中来，使系统成员共同应对复杂多变的外部环境；能够产生一系列市场效应；能为系统成员带来非系统成员所无法获得的更大的利益；有利于维持系统的稳定，为系统成员提供良好的发展环境。（3）产业集群品牌生态系统的不同层次采用不同的协同进化模式。产业集群品牌生态系统的协同进化包含三个层次：品牌种群内部的品牌个体之间的协同进化，品牌种群之间的协同进化，品牌群落与外部环境的协同进化。品牌种群内部的协同进化是通过品牌个体之间生态位的不断扩展、重叠与分离的过程实现的；品牌种群之间的协同进化模式取决于品牌种群之间的关系。当品牌种群之间存在竞争关系时，主要采用竞争共生模式。当品牌种群之间存在互利关系时，主要采用互利共生模式；品牌群落与环境之间通过物质、能量与信息的流动形成一个相互作用的整体，品牌个体、品牌种群、品牌群落在适应环境与影响环境的过程中实现与环境的共同进化。（4）生态学模型在产业集群品牌生态系统协同进化中具有一定的适用性。本文构建了产业集群品牌生态系统协同进化的模型，并且运用Matlab/Simulink仿真软件对品牌种群间（含品牌个体之间）的协同进化过程进行了模拟仿真，进一步验证了生态学模型在品牌群落协同进化中的适用性。本研究的主要贡献在于将产业集群品牌理论、组织生态学理论和协同进化理论有机地结合起来，提出了一个多层嵌套的产业集群品牌生态系统协同进化的研究框架，分析了产业集群品牌生态系统协同进化的动因及效应，提出了产业集群品牌生态系统协同进化的模式和机制，构建了产业集群品牌生态系统协同进化的模型并进行了模拟仿真，本研究在研究视角、研究思路和研究方法等方面都具备一定的创新性。更多还原

【Abstract】 Since the1990s, with the promotion of economic globalization, information andnetworking, industrial clusters have become an important factor for both regional andnational economic development because of its vigorous vitality and strongcompetitiveness. At the same time, the brand strategy of industrial clusters, as animportant way to enhance the competitiveness of industrial clusters, has increasinglycaptured many scholars’ attention.But at present the study on the brand of industrialclusters is mainly focused on the study on the general brand of industrial cluster withindustrial cluster as a carrier.While the study on product brands and enterprise brandswithin clusters,and on organic connections and symbiotic relationships amongbrands,and between brands and environment is rather weak.In fact, an industrial cluster isnot only an enterprise community, but also a brand community. A careful review on thebrands of industrial clusters shows that they obviously have many ecologicalcharacteristics. The brands and their environment within the industrial clustersconstitute a brand ecosystem. Individual brand has its own brand characteristics such asbrand personality, brand life cycle, etc. Those brands competing for the same resourcesconstitute a brand population because of their similar niche; different brand populationsare connected into a brand community by industrial value chain;and different brandcommunities and their supportive environment eventually form a brand ecosystem.The essence of ecosystem is the co-evolution.There exists co-evolution withinorganisms, and between organisms and the environment. The evolution of one specieswill change the selection pressures acting on other organisms, which will cause theadaptive changes among other organisms.And this kind of change will cause furtherchanges in relevant species, so as to promote the evolution of an entire ecosystem.Similar to the natural ecosystem, brand ecosystem of industrial clusters also showscharacteristics of co-evolution. Some related elements of brand ecosystem of industrialclusters will promote the evolution of a specific brand, which will influence the evolutionof some relevant elements through its own evolution.And, the evolution of therelevant elements will further change the path of evolution of the specific brand, which will eventually lead to the evolution of the entire brand ecological system.The brandecosystem of industrial clusters is an open and symbiotic system,in which, on the onehand, brands interact with each other all the time and thus achieve coordination andco-evolution through a series of cooperative mechanisms; on the other hand, brandsinteract and co-operate with environment through the sharing of materials, energies andinformation.Combined with ecological characteristics of the brands of industrial clusters,this essay centers on the research into the co-evolution of brand ecosystem of industrialclusters based on theories of ecology and co-evolution, employing such techniques asmetaphor analysis, quantitative analysis, simulation analysis, case analysis, etc. Thisessay is aimed at providing a new perspective for the study of the brands of industrialclusters.Firstly, this essay begins from the theory of ecology,puts forward the concept ofbrand system of industrial clusters, analyzes the level, structure, characteristics,ecological factors and niche for the brand ecosystem of industrial clusters, constructs thetheoretical system of brand ecosystem of industrial clusters, which lays the theoreticalfoundation for the research into the co-evolution of brand ecosystem of industrial clusters.Secondly, with the help of the theory of co-evolution, this essay analyzes the main bodyand cause and effect of the co-evolution of brand ecosystem of industrial clustersfocusing on solving the problem of why the brand ecosystem of industrial clusters needsto evolve coordinately. Thirdly, this essay constitutes the mode of co-evolution of brandecosystem of industrial clusters on three levels（within one brand population,amongpopulations and between populations and external environment）,puts forwardthe guarantee mechanism of co-evolution of brand ecosystem of industrial clusters.Onthe basis of qualitative analysis, this essay establishes a co-evolutionary model for brandecosystem of industrial clusters, simulates the process of co-evolution between brandpopulations（including among brand individuals）using the Matlab/Simulink simulationsoftware, further verifies the applicability of ecological model in the co-evolution ofbrand community, and focuses on the problem about how to ensure co-evolution of thebrand ecosystem of industrial clusters. Lastly, this essay makes a study on the case ofco-evolution of brand ecosystem of apparel industry cluster in Dalian using the co-evolutionary theory of brand ecosystem of industry clusters.Based on the researchmentioned above, this essay obtains the following conclusions:(1)The numerous enterprise brands and their environment constitute a brandecosystem of industrial clusters.This system has its own levels, structures and functions,which require us to study the co-evolutionary relationship among brands,and betweenbrands and environment within the industrial clusters. We must accomplish this study inan open, systematic, organic and connected way so as to better interpret the phenomenonand regularity of brand growth within the industrial clusters, promote the development ofthe enterprise brands of industrial clusters and lay solid foundation for the sustainabledevelopment of the industrial clusters.(2) The main reasons for co-evolution of brand ecosystem of industrial clusters areenvironmental selection pressure, propelling force from market effect and motivationfrom system members’self-development.The co-evolution of brand ecosystem ofindustrial clusters can pool the different brand advantages into the system, enables themembers in the system to cope with the volatile external environment jointly, produces aseries of market effects, brings the members greater benefits that are not available to nonmembers,which is conducive to maintain the system stability and provides gooddevelopment environment for the members.(3) Different co-evolutionary modes are adopted in the different levels of brandecosystem of industrial clusters. There are three levels of the co-evolution of brandecosystem of industrial clusters: the co-evolution among brand individuals in the brandpopulation, the co-evolution among brand populations, and the co-evolution betweenbrand community and its environment. The co-evolution within the brand population isrealized through the constant expansion, overlap and separation of the individuals’ niche.The co-evolution among brand populations is determined by the relationship betweenthese populations. When there exists competing relationships between populations, themode is mainly competition; when there exists mutual benefits, the mode is mainlymutualism. Brand community and its environment form an interactive integrationthrough the flow among materials, energies and information. Brand individuals, brandpopulations and brand communities realize the co-evolution with the environmentthrough the processes of adapting to and influencing the environment. (4) The ecology model has its applicability in the co-evolution of brand ecosystemof industrial clusters. This essay establishes the models for co-evolution of brandecosystem of industrial clusters. Moreover, this essay simulates the process ofco-evolution among brand population（sincluding among brand individuals）with the useof Matlab/Simulink simulation software, which further verifies the adaptivity ofecological models in the co-evolution of brand community.The main contribution of this study lies in the wise combination of the theories ofindustrial cluster brands, organizational ecology and co-evolution.It puts forward aresearch framework for co-evolution in multi-nested brand ecosystem of industrialclusters, analyzes the cause and effect of the co-evolution of brand ecosystem ofindustrial clusters, come up with the modes and mechanisms of the co-evolution ofbrand ecosystem of industrial clusters, builds up the models for the co-evolution of brandecosystem of industrial clusters and simulates them. The study is quite innovative inresearch perspective, research ideas and research methods,etc.更多还原