【作者】 尹元元；

【导师】 柳思维；

【作者基本信息】 中南大学 ， 管理科学与工程， 2010， 博士

【摘要】 经济的发展与崛起离不开承载着资本、技术和劳动力要素的现代企业,而代表着高要素高品质高文化含量的品牌企业显然已成为经济发展的主力军。因此我们说21世纪是品牌竞争的时代,特别是在经济市场化和经济全球化不断深化的条件下,国家与国家之间、地区与地区之间的竞争不仅是单个品牌企业、单个名牌产业之间的竞争,而且也是名牌产业群之间的竞争。从目前国内外学者的理论研究现状来看,对品牌企业与区域经济发展的系统性研究还不够。因此,本研究立足于我国品牌企业建设与区域经济发展现状,以区域经济发展为对象,以企业品牌为切入点,以品牌企业与区域经济发展的内在逻辑关系为主线,从理论上探讨了品牌企业促进区域经济发展的机理,从实证上分析了品牌企业与区域经济发展的相关性及对其的贡献度,并进一步用案例分析其有效性,通过研究得到以下结论：(1)品牌企业促进区域经济发展的机理是通过两种路径实现的,即单个品牌企业对区域经济发展的作用和区域品牌对区域经济发展的作用。单个品牌企业通过增加资本要素、优化产业结构、转变经济增长方式等方面实现了对区域经济发展的促进作用。区域品牌是通过区域内产业集群结构的优化、区域内产业集群竞争力的提高、区域内城市化及城市群的加快发展等方面对区域经济发展产生促进作用。(2)品牌企业与区域经济发展具有正相关性,而且借助于灰色层次分析法从品牌企业对区域经济发展的直接经济贡献价值和产业关联带动效用两个方面可以构建出品牌企业的贡献度模型,测算出单个品牌企业对区域经济发展的贡献大小,在此基础上,根据品牌的不同类型,对处于同一类型品牌的地区贡献度进行算术平均,可以得到各类型品牌的总体贡献度。(3)以长沙市为个案运用贡献度模型分析了长沙市名牌企业与长沙市经济发展的关系,可以发现：长沙市名牌企业对长沙市经济发展具有重要的意义与作用；长沙市区域品牌对长沙市经济发展的影响也逐步越来越大。所以,我们要以打造名牌企业和加快发展区域品牌为目标,结合当前名牌战略实施中存在的问题,结合政府、企业以及社会中介三方的力量进一步推进名牌战略。首先,要协调好“名牌战略”与经济发展、产业结构、市场开拓之间的关系。其次,要企业以品牌战略为核心,围绕品牌意识、企业创新、营销策略加快品牌建设；再次要充分发挥当地政府的职能作用,通过产业、财政、税收、金融、法律、制度等政策持续推进名牌战略；最后,要以社会中介组织为桥梁,加大品牌的宣传和推广。更多还原

【Abstract】 Development of the economy can’t be seprated from the modern times enterprise being bearing the weight of capital, technology and labour force key element with rising abruptly, the enterprise being representing key element high-effect usage brand becomes evidently already but the economic growth focal point. The 21st century is times of brand competition. Under the situation of sustained deeping of marketilization and globalization of economy, the competitions between regions and regions, countries and countries are not competitions between single enterprise or single industry, but industry groups.The systematicness go into that from that scholar’s theory studies current situation comes at present at home and abroad, enterprise and regional economies develop to the brand is fairly insufficient. Since then, standing on the current situation of domestic brand construction and regional economic development and taking regional economic development as research object, enterprise brand as cutting-in point, the inner logical relation of promoting regional economic development as main line, And enterprise promotes the mechanism that regional economies develops from having discussed a brand theoretically, from having analysed correlativity and the contribution degree to the person that brand enterprise and regional economies develop on demonstration, use case to analyse whose validity, to get the following conclusion by studying further:(1) The mechanism of action of that, how the brand promotes regional economic development, is achieved through two ways, that is the action of single enterprise brand and the action of regional brand. As for single enterprise brand, the brand is good for the increment of economy growing factors in the region, the optimization of regional industry structure and the changing of the way of economic growth. As for the regional brand, it is good for optimization of regional industry colony structure, the competitive strength’s increasing of regional industry colony, and the promotion of balance of urban and rural development in the region.(2) Brand enterprise and area economic growth have a rectifying correlativity, and follow the direct economy that enterprise develops from the brand to regional economies contributing value and estate being connected drive two efficacies by the aid of gray step analysis aspect can structure the contribution degree model putting up brand enterprise, on measuring and calculating out the size of self s contribution, here basis that single brand enterprise develops to regional economies, different according to the brand type, contribution degree carries out an arithmetic mean on the area being in the same type brand, can get type brand of all kinds population contribution degree. (3)The demonstration wielding the contribution degree model analyses Chang Sha City famous brand enterprise and Chang Sha City economic growth relation, can find that:Chang Sha City famous brand enterprise has the important significance and effect to Chang Sha City economic growth; The impact of Chang Sha City area enterprise brand over Chang Sha City economic growth is also step by step more and more big.For this purpose, we think that process is middle in area economic growth, want the strategy carrying out a famous brand further, we must balance the relationship between "Brand Strategy" and economic development, industry structure and market exploiting in order to promote domestic brand construction and development and make regional economy develops fast as well as smoothly:enterprises centering on brand strategy and accelerating brand construction by brand consciousness, enterprise innovation, and sales strategy; local government playing function role fully and sustain promoting brand strategy through policies such as industry, finance, taxation, banking, law, etc; strengthening the publicity and popularization of brand through the bridge of social agent.更多还原