摘要
在梳理区域品牌建设模式的基础上,提出了区域品牌建设新策略——区域品牌伞下的企业品牌联合,对其形成条件与相关机理进行阐述分析,并归纳出区域品牌伞下企业品牌联合的现实应用条件和运营机制。
This paper, after concluding regional brand building model, proposes new regional brand building strategy--corporate co-branding under place brand umbrella and analyzes its formation conditions and mechanism. Additionally, it con- cludes application condition and operation mechanism of corporate co-branding under place brand umbrella.
出处
《软科学》
CSSCI
北大核心
2014年第1期26-30,共5页
Soft Science
基金
国家自然科学基金项目(71272149)
教育部人文社会科学基金一般项目(11YJA630076)
关键词
区域品牌
区域品牌伞
企业品牌
品牌联合
place brand
place brand umbrella
enterprise brand
co-branding
