CAJ | 학술논문

在＂中国钧瓷之都＂区域品牌建设的博弈分析的基础上,探讨了＂中国钧瓷之都＂区域品牌构建的激励、约束和龙头企业培育引导三个机制,提出了＂中国钧瓷之都＂区域品牌建设的路径：成立专门机构,负责区域品牌管理;实施区域品牌准入制度,加强知识产权保护;引导企业创建名牌,众星捧月塑造区域品牌;鼓励研发创新,加快产业和区域品牌升级;加强区域品牌传播,提升区域品牌知名度;实施整合营销策略,政府、协会、企业共同推动区域品牌建设。
재＂중국균자지도＂구역품패건설적박혁분석적기출상,탐토료＂중국균자지도＂구역품패구건적격려、약속화룡두기업배육인도삼개궤제,제출료＂중국균자지도＂구역품패건설적로경：성립전문궤구,부책구역품패관리;실시구역품패준입제도,가강지식산권보호;인도기업창건명패,음성봉월소조구역품패;고려연발창신,가쾌산업화구역품패승급;가강구역품패전파,제승구역품패지명도;실시정합영소책략,정부、협회、기업공동추동구역품패건설。
Based on the game analysis of regional brand-building in ＂China Jun Porcelain Capital＂,this paper explores the three mechanisms for regional brand-building in ＂China Jun Porcelain Capital＂：motivation,constraint and fostering leading enterprises.Then it puts forward the paths for regional brand-building in ＂China Jun Porcelain Capital＂：setting up a special agency responsible for the operation of regional brands,implementing the access system for regional brands to strengthen the protection of intellectual property right （IPR）,guiding enterprises to create well-known brands and jointly forge regional brands,encouraging RD and innovation to accelerate the industrial and regional brand upgrading,strengthening the publicity of regional brands to make them well-known,and implementing an integrated marketing strategy with government,association and enterprises promoting the construction of regional brands.