摘要
自由贸易试验区的设立为激发企业品牌价值创造力和加快中国企业品牌出海创造了新机遇。文章基于“双循环”视角深入探究自由贸易试验区对企业品牌价值的作用效果和机理。研究发现:自由贸易试验区显著提升了企业品牌价值,该结论在经过多种检验后仍稳健成立。机制分析发现,自由贸易试验区充分发挥“双循环”纽带节点作用,通过内部责任强化效应、双向创新激励效应以及市场外拓效应实现对企业品牌价值的提升。进一步分析表明,这种影响在企业、行业和地区层面存在异质性,具体表现为自由贸易试验区更有助于非国有和非中华老字号企业、高竞争和制造业行业的企业品牌价值提高,并以推进高水平对外开放为战略定位的自由贸易试验区促进作用更显著。经济后果分析发现,自由贸易试验区建设引致的品牌价值提升会为企业带来更高的产品溢价。文章对于发挥自由贸易试验区的制度创新优势助力更多中国品牌出海具有较强的启示意义。
The establishment of pilot free trade zones creates new opportunities to stimulate the brand value creativity of the enterprises and accelerate the global expansion of the brands of China's enterprises.This paper explores the effect and mechanism of pilot free trade zones on brand value of the enterprises in depth from the perspective of"dual circulation".The research shows that pilot free trade zones significantly enhance brand value of the enterprises,and this conclusion remains robust after multiple tests.The mechanism analysis reveals that pilot free trade zones fully leverage the role as a key nexus in"dual circulation"and enhance brand value of the enterprises through internal responsibility strengthening effect,two-way innovation incentive effect and market expansion effect.Further analysis indicates that this effect exhibits heterogeneity at the levels of enterprise,industry and region.Specifically,pilot free trade zones are more conducive to enhancing brand value of non-state-owned enterprises,the enterprises which are not China's time-honored brand enterprises,the enterprises in highly competitive industries and the enterprises in manufacturing industries.The promotion effect of pilot free trade zones with the strategic positioning of advancing high-standard opening up is more significant.Economic consequence analysis shows that the enhancement of brand value driven by the construction of pilot free trade zones will lead to higher product premiums for the enterprises.This paper has strong enlightening significance for leveraging the institutional innovation advantages of pilot free trade zones to help more China's brands go global.
作者
刘珊
马莉莉
郭家琛
LIU Shan;MA Lili;GUO Jiachen
出处
《国际经贸探索》
北大核心
2025年第5期56-72,共17页
International Economics and Trade Research
基金
国家社会科学基金一般项目(21BJY084)
西北大学优秀博士学位论文培育项目(YB2024003)。
