CAJ | 학술논문

区域品牌是区域经济未来的发展方向。但区域品牌发展很容易出现区域品牌竞争力不足的现象。如何构建区域品牌竞争力模型，测定区域品牌竞争力，增加区域品牌竞争优势是区域品牌发展面临的问题。影响品牌竞争力的因素可以从产品、市场占有率、品牌忠诚、品牌创新和品牌文化传播等几个方面去探讨。对区域品牌的竞争力的衡量，由于具有公共性和私有性元素的特点，应从产品力、产业集聚、形象力、销售力等几个方面去构建区域品牌竞争力评价理论模型。
구역품패시구역경제미래적발전방향。단구역품패발전흔용역출현구역품패경쟁력불족적현상。여하구건구역품패경쟁력모형，측정구역품패경쟁력，증가구역품패경쟁우세시구역품패발전면림적문제。영향품패경쟁력적인소가이종산품、시장점유솔、품패충성、품패창신화품패문화전파등궤개방면거탐토。대구역품패적경쟁력적형량，유우구유공공성화사유성원소적특점，응종산품력、산업집취、형상력、소수력등궤개방면거구건구역품패경쟁력평개이론모형。
Regional brand is the future development of regional economy, but its development is apt to be less competitive. Hence, the main problems for developing regional brand are how to construct the model of regional brand competitiveness, measure its competitive- heSS and increase its advantages. We can discuss the factors influencing brand competitiveness from products, market share, brand loy- alty, brand innovation, and brand culture. We should also construct an evaluation model on regional brand competitiveness based on productivity, industrial duster, image, and marketing, when weighing the competitiveness of regional brand according to the public and private factors.