区域品牌创新治理研究
| 书 名： |
区域品牌创新治理研究 |
| 英 文 名： |
Research on the Innovation Governance of Place Branding
|
| 作 者： |
邱爱梅 |
| I S B N： |
978-7-5201-5055-2 |
| 关 键 词： |
区域经济 品牌战略 中国 |
| 出版日期： |
2019-07-01 |
中文摘要
区域品牌治理是针对区域品牌的创建和维护进行的机制和模型设计研究。当前区域品牌治理的主要问题是治理主体缺失，“搭便车”难题仍未解决。因而引入利益相关者来分析区域品牌治理成为当前的热点，而尝试从消费者视角进行分析亦是一种新的思路。本研究围绕消费者参与的区域品牌治理机制和模型展开，通过梳理国内外研究现状，找出当前区域品牌治理存在的问题，针对当前区域品牌治理类型进行博弈和经济分析，深层次理解区域品牌建设中的难点与主因，继而分析消费者与区域品牌价值的关系，深入剖析消费者参与的区域品牌治理的必要性与可行性，并探索出一种相对有效的治理模型，提出一些政策建议。
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