CAJ | 학술논문

集群品牌创建关键影响因素体系的构建，有助于地方政府、行业协会、企业和利益相关者创建和发展集群品牌。基于品牌生态系统框架，通过文献研究，构建了集群品牌关键影响因素概念模型，然后通过大样本问卷调查进行了探索性因子分析和验证性因子分析，结果表明，宏观系统、产业环境、品牌载体、品牌企业4类因素正向影响品牌市场因素，宏观系统因素还通过品牌载体因素的中介作用正向影响品牌市场因素，资源环境因素通过品牌企业因素的中介作用正向影响品牌市场因素。
집군품패창건관건영향인소체계적구건，유조우지방정부、행업협회、기업화이익상관자창건화발전집군품패。기우품패생태계통광가，통과문헌연구，구건료집군품패관건영향인소개념모형，연후통과대양본문권조사진행료탐색성인자분석화험증성인자분석，결과표명，굉관계통、산업배경、품패재체、품패기업4류인소정향영향품패시장인소，굉관계통인소환통과품패재체인소적중개작용정향영향품패시장인소，자원배경인소통과품패기업인소적중개작용정향영향품패시장인소。
The construction of the key influencing factors system of the cluster brand establishment is beneficial for the localgovernment, industry associations, enterprises and stakeholders to establish and develop cluster brand. Based on the frameof brand ecosystem, this paper, by literature review, constructs a conceptual model of key factors influencing clusterbrand. Then, by questionnaire survey, it takes the exploratory factor analysis and the confirmatory factor analysis. The re-sult shows that the factors of macro system, industrial environment, brand carrier and enterprises of brand have a positiveeffect on the factor of brand market, the factor of macro system has a positive effect on the factor of brand market with thefactor of brand carrier as the intermediary and the factor of resources and environment has a positive effect on the factor ofbrand market with the factor of enterprises of brand as the intermediary.