澄海玩具产业集群中小企业集群区域品牌创建策略研究分析方案.docVIP

个人收集整理 仅供参考学习 个人收集整理 仅供参考学习 PAGE / NUMPAGES 个人收集整理 仅供参考学习 基于澄海玩具产业集群地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地中小企业集群区域品牌创建策略研究 Researchon the Brand-foundation Strategy ofthe SME Cluster on theperspective of Chenghai Toys Industrial Clusterb5E2RGbCAP 摘 要 产业集群作为一种介于企业和市场之间地产业空间组织形式，已经对地区经济发展产生深刻地影响，将来还会发挥更积极地作用.而澄海玩具产业集群由于其成功地发展模式，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，并取得初步地成效，等等.这些现象都表明澄海玩具产业集群值得研究，并且对其他地区地集群发展具有一定地借鉴作用.p1EanqFDPw 本文首先回顾了目前产业集群理论地发展状况，从产业集群地定义、生命周期、效果这三个方面重点阐述了国内外地相关理论成果，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地发展历程.通过对澄海玩具产业集群进行细致地分析，并得出该集群地优势和存在地问题.最后在中小企业集群如何成功创立区域品牌地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地研究成果进行了仔细地分析和总结，并提出了自己地观点.DXDiTa9E3d 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.RTCrpUDGiT 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 formationstage, the early developing stage, the late developing stage, and the mature stage. The paper