CAJ | 학술논문

区域品牌的形成过程中需要相关企业和政府两方面的努力。但是单纯依靠区域内企业主动对区域品牌的建设是不够的，会出现不利于区域品牌形成的自私和违规行为。通过政府与企业的博弈行为分析，得出只有在政府的积极干预和管理下，企业违规的行为才会减少。政府的行为主要有主导区域品牌的建设和多渠道开展区域品牌营销活动，以及提供有效的共同物品。
구역품패적형성과정중수요상관기업화정부량방면적노력。단시단순의고구역내기업주동대구역품패적건설시불구적，회출현불리우구역품패형성적자사화위규행위。통과정부여기업적박혁행위분석，득출지유재정부적적겁간예화관리하，기업위규적행위재회감소。정부적행위주요유주도구역품패적건설화다거도개전구역품패영소활동，이급제공유효적공동물품。
The form of regional brand needs the eftbrt of both enterprises and government. However, it is not possible to build regional brand merely depending on enterprises itself. From the game analysis of the behavior of government and enterprises, we know that enterprises would reduce their illegal behaviors if under the government's active intervention and management. And the government should enact effective regulations on how to build regional brand, how to carry out brand marketing activities, and provide common items concerned.