摘要
近年来知名传统区域品牌受假冒伪劣产品“株连”的事件屡有发生,导致许多传统区域品牌的声誉下降,无形资产贬值。本文以“金华火腿”品牌危机为例,结合产业经济学和区域经济学理论,剖析传统区域品牌保护不力的原因,进而提出从品牌产权保护、产品质量控制、产业集聚发展、品牌梯队建设、产业环境营造、产业内部协调机制完善等六个方面提出加强传统区域品牌保护的对策。
In recent years, famous traditional regional brands were often involved in civil cases by fake and shoddy products, which leads to the decline in reputation of many traditional regional brands. Taking as an example the brand crisis of Jinhua Ham, and based on industrial economics and regional economics, the paper insects the causes of slack protection of the traditional regional brands and proposes measures of strengthening the protection of traditional regional brands in the six aspects of protecting brand property rights, controlling product quality, developing industry intensively, building up brand echelons, producing industrial environment and perfecting the internal coordinating mechanism of the industry.
出处
《浙江树人大学学报》
2005年第4期37-40,共4页
Journal of Zhejiang Shuren University
关键词
区域品牌
品牌危机
品牌产权
品牌梯队
regional brand
brand crisis
brand property right
brand echelon
