新兴产业区域品牌生态化管理研究.doc

摘要：随着经济全球化的发展，任何一个新兴产业所面临的竞争压力也越来越大。其中，关系产业形象和生命力的品牌经营和管理问题就显得尤为突出。事实证明，品牌最终可以影响消费者的消费态度和观点，从而为企业产业带来长久的效益。

　　　为了实现新兴产业品牌化发展，本研究提出了新兴产业区域品牌生态化管理的对策，在界定区域品牌概念、建立区域品牌生态化评判标准的基础之上，构建了新兴产业区域品牌生态系统要素体系，包含了4个一级要素、10个二级要素和26个三级要素，最后提出了生态化管理对策。主要结论如下：①通过对品牌、区域品牌及品牌生态的理论分析与研究，可以看出新兴产业在当今的市场环境下存在的必要性；②从新兴产业区域品牌生态系统构成要素方面探讨了新兴产业区域品牌发展主要考虑的因素，新兴产业须从这些要素方面进行生态化管理；③新兴产业区域品牌的生态化发展需进行要素的整理和管理方法的确定才能有效的防止新兴产业区域品牌的老化和死亡；加强区域品牌生态化建设，确保品牌附有内涵；进行新兴产业品牌区域化运营以谋求更高更远的发展。

关键词  新兴产业；区域品牌；品牌生态；生态化管理

Abstract：With the development of economic globalization, the competitive pressures faced by an emerging industry is also growing. Among them, the relationship between industry 

im-age and vitality of the brand management and management issues is particularly prominent. Facts have proved that the brand ultimately can affect the consumer's attitudes and opinions, which bring long-term benefits for the enterprise industry.

　　　In order to achieve the brand development of new industries, the proposed countermeasures of ecological management of the regional brand of emerging industries, emerging industries regional brand ecosystem elements defined the concept of regional brand, regional brand ecological criteria based on the build contains four primary elements, the two elements of 10 and 26 three elements, and finally put forward the countermeasures of ecological management. The main conclusions are as follows: 

　　　Through the brand, regional brand and brand ecological theory analysis and research, we can see the need for emerging industries in today's market environment; 

　　　What constitutes a regional brand ecosystem from emerging industries of emerging industry regional brand development is the main consideration, emerging industries from these elements of ecological management; 

　　　Emerging industries ecological development of the regional brand to determine the need for elements of the collation and management methods in order to effectively prevent the aging of the regional brand new industries and death; strengthening the regional brand ecological construction, to ensure that the brand with the connotation; the emerging industries brand regionalization operators to seek higher and further development.

Keywords  emergent industries  regional brand  brand ecology  ecological management