澄海玩具产业集群中小企业集群区域品牌创建策略研究.docVIP

基于澄海玩具产业集群的中小企业集群区域品牌创建策略研究 院 系：经济管理学院 专 业 班：市场营销0902班 姓 名：陈文博 学 号：20091306059 指导教师：张 婵 2013年5月 基于澄海玩具产业集群的中小企业集群区域品牌创建策略研究 Research on the Brand-foundation Strategy of the SME Cluster on the perspective of Chenghai Toys Industrial Cluster 摘 要 产业集群作为一种介于企业和市场之间的产业空间组织形式，已经对地区经济发展产生深刻的影响，将来还会发挥更积极的作用。而澄海玩具产业集群由于其成功的发展模式，近年来也备受瞩目。特别是2008年以来，澄海玩具产业在玩具召回门中订单不减反增，产销量在金融危机中逆流之上，以及澄海玩具企业强势介入国内动漫产业，并取得初步的成效，等等。这些现象都表明澄海玩具产业集群值得研究，并且对其他地区的集群发展具有一定的借鉴作用。 本文首先回顾了目前产业集群理论的发展状况，从产业集群的定义、生命周期、效果这三个方面重点阐述了国内外的相关理论成果，接下来，本文从形成、发展阶段前期、发展阶段后期、和现状这几个阶段，介绍了澄海玩具产业集群的发展历程。通过对澄海玩具产业集群进行细致的分析，并得出该集群的优势和存在的问题。最后在中小企业集群如何成功创立区域品牌的具体策略及建议等问题上，对澄海玩具产业集群发展以及中外学者的研究成果进行了仔细的分析和总结，并提出了自己的观点。 关键词：产业集群 澄海 中小企业集群 区域品牌 Abstract As a mode of industry organizations which is intervenient between enterprise and market，industry cluster has an increasingly significant impact on the development of region economy. In recent years, because of its successful development model, Chenghai toy industry cluster has been paid much attention to. Especially since 2008, the cluster accepted more order in the toys recalled event, its production and sales increased rather than decreased, some companies of the industry is playing a strong role in the domestic enterprises of China, and has achieved some result, and so on. These phenomena show that Chenghai toy cluster is worth studying and there is some reference for other regions of cluster development. Meanwhile, this paper comes to some conclusions, and some advises for Chenghai toy cluster, by doing research to it. This paper reviews the current status of the theoretical development of industrial cluster, including definition, life cycle, the effects of industry cluster, and then, it introduces the develop process of Chenghai toy industry, including the formation stage, the early developing stage, the late developing stage, and the mature stage. The paper analyses the advantage and existing problems of Chenghai toy cluster. Finally