区域品牌发展对资源禀赋的敏感性研究

区域品牌已成为提升区域竞争力的重要途径,对于区域经济的可持续发展具有重要影响。本文基于资源配置体系的内生视角,在对区域品牌发展的驱动机制进行探讨和构建的基础上,理论分析并实证检验了区域资源禀赋对区域品牌发展的影响机理和作用边界,以及制度因素在二者关系中的调节作用,以期通过探索资源禀赋、制度因素与区域品牌发展的关系,揭示以资源禀赋为逻辑起点的区域品牌发展驱动机制。研究结果显示,在主效应方面,区域品牌内的品牌声誉、金融支持、技术投入三个资源因素对区域品牌发展均具有显著的驱动作用。作用边界方面,公共营销在品牌声誉与区域品牌发展的关系中具有显著正向调节作用,品牌声誉对区域品牌发展的贡献随着公共营销能力的提升而增加;市场维护变量在金融支持与区域品牌发展关系中具有显著正向调节作用,区域市场维护力度越强,金融支持对区域品牌发展的促进作用越显著。并且,两项制度因素均能够显著正向调节技术投入和区域品牌发展的关系,即制度因素与区域品牌发展对技术投入的敏感性具有正相关关系。研究结论的实践启示在于,区域品牌发展的核心驱动要素为区域资源的禀赋状态,区域内的企业、地方政府等利益相关主体应从树立品牌声誉、加强金融支持、提升创新技术投入三个方面来提升区域品牌的成长动力。在推动区域品牌发展过程中,地方政府的主要职能应锁定在建构主打产品的公共营销体系和维护产品市场交易秩序两个方面,继而为区域品牌成长提供政策环境和必要条件。

Place branding and resource endowment: an empirical study

Given that place branding has been playing an important role during the increase of regional competition, and resource endowment is positively related to the development of place brand, this paper constructed and analyzed the driven mechanism of regional brand based on the resource perspective.Meanwhile, the impact of resource endowment towards place brand as well as the moderation effect of institutional factor has also been tested so as to reveal the influence mechanism between regional resource, government behavior and place branding.It is found out that brand reputation, financial support and technological input can boost place brand's development significantly.Public marketing factor exerts a positive moderation effect between the relationship of brand reputation and place brand's development.Furthermore, the same effect of market maintenance can also be found in the relationship between financial support and brand's development.Base on the research result, government, firms and other stakeholders of the brand system should pay enough emphasis on brand reputation, financial support and R&D funds in order to promote brand's development.Meanwhile the local government should relocate its function and makes contribution to public marketing system construction and maintain high-grade market order so as to provide positive politic environment for brand's development.