CAJ | 학술논문

集群品牌的识别要素、心理要素和质性要素是衍生企业品牌的基础。利用产业集聚优势，借助基于网络结构的集群品牌，以集群品牌要素凝练培植省域企业品牌的过程，是在三个层面上强化企业品牌的生成机制：第一，以集群品牌绩优禀赋的积累机制驱动群内企业品牌间的学习贡献；第二，以集群品牌的自净机制，辅助高端、优化弱势品牌的自净功能，可激励企业借力集群品牌要素形成品牌优势；第三，凭借集群良序递进的品牌竞争机制，通过产业链同级互惠强化产业链序列上下游成员间的品牌关联。
집군품패적식별요소、심리요소화질성요소시연생기업품패적기출。이용산업집취우세，차조기우망락결구적집군품패，이집군품패요소응련배식성역기업품패적과정，시재삼개층면상강화기업품패적생성궤제：제일，이집군품패적우품부적적루궤제구동군내기업품패간적학습공헌；제이，이집군품패적자정궤제，보조고단、우화약세품패적자정공능，가격려기업차력집군품패요소형성품패우세；제삼，빙차집군량서체진적품패경쟁궤제，통과산업련동급호혜강화산업련서렬상하유성원간적품패관련。
The basis of enterprise brands derives from the recognizing factors,psychological factors and qualitative factors of industrial clusters brands.It is a process of gathering all the factors of industrial clusters to cultivate pro-vincial enterprise brands by the way of taking advantage of industrial gathering and internet-based industrial clus-ters.Enhancing the generative mechanism of enterprise brands embodies in the following three aspects.Firstly,utili-zing excellent accumulative mechanism drives enterprise brands in group to learn from each other.Secondly,depen-ding on the self-cleaning mechanism of assisting upper and optimizing weak brands,it can encourage enterprises to form their brand advantage with the factors of industrial clusters.Finally,with the help of competitive brand mecha-nism,it can strengthen the brand relation between the top member and the bottom member by the aid of reciprocity at the same level in the industrial chain.