摘要
在区域公用品牌的发展过程中,如何正确地看待和处理其品牌销售量超过区域自身产量所形成的“外溢效应”,对品牌持有方和相关利益群体而言是一个重要考验。文章在理论上探究了外溢效应形成机制,并对其所涉及的法律问题和对相关利益主体的影响进行了界定。从区域公用品牌外溢效应的基本定义出发,构建了品牌外溢价值测算模型,结合“潜江龙虾”品牌外溢现象的案例测算分析了“潜江龙虾”品牌的外溢价值,并分析了潜江市政府和市场主体应对品牌外溢效应中的具体做法和一般经验。研究认为,面对外溢效应,地方政府可以通过完善市场机制和有效的风险应对,使品牌在外溢过程中发挥出巨大价值,实现各利益主体的互利共赢。本文对于区域公用品牌的发展贡献在于:在系统性研究了区域公用品牌外溢效应的形成和作用机制的基础上,构建了品牌外溢价值的测算模型,并结合“潜江龙虾”的具体案例,为品牌外溢效应的应对提供了有益的经验借鉴。
In the development of regional brands,how to correctly perceive and manage the phenomenon where the brand’s sales exceed its production in the region,forming a“spillover effect”,is a significant test for brand holders and related stakeholders.This work theoretically explores the mechanisms behind the formation of spillover effects,delineating the legal issues involved and the impact on relevant stakeholders.Starting from the fundamental definition of spillover effects in regional brands,this work constructs a model to calculate the overflow value of brands.Using the case of spillover phenomena related to the Qianjiang Crayfish brand,it calculates and analyzes the overflow value of this brand,while also examining specific practices and general experiences in how the Qianjiang City government and market entities handle brand spillover effects.The study suggests that,faced with spillover effects,local governments can enable brands to generate significant value during this process by refining market mechanisms and implementing risk management strategies,fostering mutually beneficial outcomes for all stakeholders.The contribution of this work lies in building a model to calculate the overflow value of regional brands,rooted in a systematic study of the formation and functioning mechanisms of spillover effects in regional brand development.Moreover,by integrating the specific case of“Qianjiang Crayfish,”it offers valuable experiential insights for managing brand spillover effects.
作者
李政
洪卓睿
邓恩
Li Zheng;Hong Zhuorui;Deng En(Institute of Quality Development Strategy,Wuhan University,Macro-Quality Management Collaborative Innovation Center of Hubei Province,Research Center for Competition Policy and High Quality Economic Development)
出处
《宏观质量研究》
CSSCI
2023年第6期14-28,共15页
Journal of Macro-quality Research
基金
教育部哲学社会科学研究重大课题攻关项目(15JZD023)
国家科技支撑计划课题(2015BAH27F01)
国家社科基金重大项目(16ZAD045)的资助。
