传统特色农业集群区域品牌对中小企业品牌竞争力的影响研究--基于吐鲁番葡萄集群的实证分析

摘要

B ased on the survey data of X injiang T urpan grape industry cluster,by constructing and applying a theoretical structural equation m odel(SE M ) of the reputation index of the regional brands of agricultural cluster w ith traditional characteristics, the influences of regional brands, and the brand com petitiveness, this research conducted an em pirical analysis of the influences of regional brands of agricultural cluster w ith traditional characteristics on the brand com petitiveness of sm all and m edium sized enterprises(SM E s). R esults show that the regional brands of agricultural clusterwithtraditionalcharacteristicsimposesignificantinfluencesonthebrandcompetitivenessofSMESthroughboth direct and indirect paths. D irect path refers to that the regional brands of agricultural cluster w ith traditional characteristics im prove the com petitiveness of SM E s directly through their brand reputation and brand establishm ent. Indirect path refers to that the regional brands of agricultural cluster w ith traditional characteristics enhance the com petitivenessofboth dom inantand recessive brandsthrough the radiation and collaboration effectsafterthe im proved reputation ofregionalbrands.In the indirectpath,the effecton dom inantbrandsisstrongerthan thatofrecessive brands. T his paper also provides the follow ing counterm easures:to prom ote the linkage of“governm ent,industry,academ ia,and research”through the innovation ofthe governm entsupportsystem ,to guide the SM Es to collaborate closely w ith the leading enterprises,and to enhance the collaborative effectsthrough the fusion ofthe developm entofthe regionalbrands and corporate brandsto strengthen the recessive brand com petitivenessofSM Es.%建立特色农业集群区域品牌美誉度—区域品牌效应—企业品牌竞争力理论模型，并运用结构方程模型（SEM）对新疆吐鲁番葡萄产业集群调研数据进行实证分析，以探究传统特色农业集群区域品牌对中小企业品牌竞争力的影响。结果表明，传统特色农业集群区域品牌对中小企业品牌竞争力的推动包括直接和间接两条路径。直接路径是区域品牌通过其品牌声望、品牌地位等直接推进中小企业品牌竞争力的提高；间接路径则是区域品牌美誉度提升后形成了辐射效应和协作效应，并通过辐射效应和协作效应增强企业的显性品牌竞争力和隐性品牌竞争力；间接路径中，“集群区域品牌美誉度—辐射效应—企业显性品牌竞争力”的路径效应明显高于“集群区域品牌美誉度—协作效应—企业隐性品牌竞争力”的路径效应。最后，提出通过政府制度创新促进“政、产、学、研”联动、以龙头企业为依托引导中小企业紧密协作、区域品牌与企业品牌融合发展来提升传统特色农业集群区域品牌协作效应，继而增强集群中小企业隐性品牌竞争力的对策建议。