基于澄海玩具产业集群的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的中小企业集群区域品牌创建策略研究ResearchontheBrand-foundationStrategyoftheSMEClusterontheperspectiveofChenghaiToysIndustrialCluster摘要产业集群作为一种介于企业和市场之间的产业空间组织形式，已经对地区经济发展产生深刻的影响，将来还会发挥更积极的作用。而澄海玩具产业集群由于其成功的发展模式，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，并取得初步的成效，等等。这些现象都表明澄海玩具产业集群值得研究，并且对其他地区的集群发展具有一定的借鉴作用。本文首先回顾了目前产业集群理论的发展状况，从产业集群的定义、生命周期、效果这三个方面重点阐述了国内外的相关理论成果，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的发展历程。通过对澄海玩具产业集群进行细致的分析，并得出该集群的优势和存在的问题。最后在中小企业集群如何成功创立区域品牌的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的研究成果进行了仔细的分析和总结，并提出了自己的观点。关键词：产业集群澄海中小企业集群区域品牌AbstractAsamodeofindustryorganizationswhichisintervenientbetweenenterpriseandmarket，industryclusterhasanincreasinglysignificantimpactonthedevelopmentofregioneconomy.Inrecentyears,becauseofitssuccessfuldevelopmentmodel,Chenghaitoyindustryclusterhasbeenpaidmuchattentionto.Especiallysince2008,theclusteracceptedmoreorderinthetoysrecalledevent,itsproductionandsalesincreasedratherthandecreased,somecompaniesoftheindustryisplayingastrongroleinthedomesticenterprisesofChina,andhasachievedsomeresult,andsoon.ThesephenomenashowthatChenghaitoyclusterisworthstudyingandthereissomereferenceforotherregionsofclusterdevelopment.Meanwhile,thispapercomestosomeconclusions,andsomeadvisesforChenghaitoycluster,bydoingresearchtoit.Thispaperreviewsthecurrentstatusofthetheoreticaldevelopmentofindustrialcluster,includingdefinition,lifecycle,theeffectsofindustrycluster,andthen,itintroducesthedevelopprocessofChenghaitoyindustry,includingtheformationstage,theearlydevelopingstage,thelatedevelopingstage,andthematurestage.ThepaperanalysestheadvantageandexistingproblemsofChenghaitoycluster.Finallyfortheclusterofsmallandmedium-sizedenterpriseshowtosuccessfullycreatedaspecificregionalbrandstrategyandadviceonissuessuchas,thepapersummarizestheChenghaitoyindustrialclusterdevelopmentandresearchachievementsofscholarsathomeandabroad,andputsforwardtheownviews.Keywords:IndustryclusterChenghaiClusterofsmall&medium-sizedenterprisesRegionalbrand目录摘要...................................................................IAbstract...............................................................II绪论..................................................................11产业集群理论概述....................................................21.1产业集群理论的发展................................................21.2产业集群的生命周期................................................31.3产业集群的效果....................................................32澄海玩具产业的发展历程..............................................62.1澄海玩具产业集群的形成阶段........................................62.2澄海玩具产业集群的成长阶段前期....................................72.3澄海玩具产业...
