CAJ | 학술논문

探索集群品牌的关键影响因素及作用机制，对各区域政府、产业协会和群内企业创建和管理集群品牌具有重要意义。在集群品牌生态系统的框架下，本文探讨了系统要素之间的驱动关系，然后通过问卷调查，进行了探索性和验证性因子分析，结果表明，宏观基础、行业发展、资源支持和群内营销对集群品牌具有正向影响关系，集群品牌、群内营销对市场认同具有正向影响关系。在此基础上建立了集群品牌驱动机制，划分了政府导向、产业链、利益相关者等10个可以改变或提升的关键因子，为集群品牌创建和管理提供了政策建议。
탐색집군품패적관건영향인소급작용궤제，대각구역정부、산업협회화군내기업창건화관리집군품패구유중요의의。재집군품패생태계통적광가하，본문탐토료계통요소지간적구동관계，연후통과문권조사，진행료탐색성화험증성인자분석，결과표명，굉관기출、행업발전、자원지지화군내영소대집군품패구유정향영향관계，집군품패、군내영소대시장인동구유정향영향관계。재차기출상건립료집군품패구동궤제，화분료정부도향、산업련、이익상관자등10개가이개변혹제승적관건인자，위집군품패창건화관리제공료정책건의。
It is important to explore how the driving factors and mechanism of cluster brand contributes to creating and developing cluster brand for the local government,industry associations and enterprises.This research,by literature review, constructs cluster brand ecosystem and explores the driving relations among factors;then,by questionnaire,it carries out an exploratory factor analysis and a confirmatory factor analysis.The results show that the factors of macro basis,industry development,resource support and cluster marketing have a positive influence on cluster brand,and the factors of cluster brand and cluster marketing also have a positive influence on market approbation.Therefore,it constructs the driving mechanism of cluster brand and differentiates 10 key promotable factors,such as government-orientation,industry chain and stakeholders,which offers an approach to the creation and development of cluster brand for further study.