中国竹藤品牌建设的双元路径分析

编号 lyqk010048

中文标题 中国竹藤品牌建设的双元路径分析

作者 王恒  黄佳鑫  李岚 

作者单位 1. 国际竹藤中心 北京 100102;
2. 四川大学公共管理学院 成都 610065

期刊名称 世界竹藤通讯 

年份 2022 

卷号 20

期号 6

栏目名称 特别报道 

中文摘要 品牌被认为是企业、行业乃至国家竞争力的体现，在行业高质量发展中发挥着关键的引领作用。中国竹藤产业总产值逐年提高，但与其他行业相比，产业基础薄弱，产品附加值不高，市场竞争力不强。品牌建设是中国竹藤产业提升市场竞争力的重要手段，也是实现提质增效的重要途径。文章从产业整体与企业个体2条路径探讨了中国竹藤品牌建设的现状，通过文献计量法提炼出中国竹藤品牌建设的整体与个体特征：在整体路径上，林业转型升级催生了竹藤品牌建设的萌芽，多产业融合推动了竹藤品牌建设的发展，多主体共建区域品牌助力了竹藤品牌建设的完善；在个体路径上，国际竹藤组织等机构在品牌建设中发挥着引领作用，竹加工产业带动着其他产业的发展，合作社模式整合了更多的竹藤资源。基于这些特征归纳出竹藤品牌建设中存在的问题：竹藤产业整体的品牌建设具有产业发展不均、品牌制度不全和品牌文化匮乏等问题，企业个体的品牌建设中存在品牌意识薄弱、品牌理念模糊和品牌培训欠缺等现象。据此文章提出促进产业协调融合发展、完善品牌标准制度体系、打造地域特色化品牌和推动品牌数字化转型的相关建议。

关键词 品牌创建  竹藤产业  双元路径  共词分析  中国 

基金项目 国际竹藤中心基本科研业务费专项资金“中国竹藤品牌集群的构建与培育”(1632019012)。

英文标题 Analysis on Dual Paths to Brand Building of Bamboo and Rattan in China

作者英文名 Wang Heng, Huang Jiaxin, Li Lan

单位英文名 1. International Centre for Bamboo and Rattan, Beijing 100102, China;
2. School of Public Administration, Sichuan University, Chengdu 610065, China

英文摘要 Brand is considered as the embodiment of the competitiveness of enterprise, industry and even state, and plays an important leading role in the industrial high-quality development. China's bamboo and rattan industry has achieved the increased gross output over these years, and however, compared with other industries, it is challenged by the problems such as weaker industrial foundation, lower added value of products and poorer market competitiveness. Brand building is an important way for China's bamboo and rattan industry to enhance its market competitiveness and improve its quality and efficiency. This paper discusses the status quo of bamboo and rattan brand building in China from the 2 aspects of whole industry and individual enterprises, and identifies the overall and individual characteristics of bamboo and rattan brand building in China using the bibliometrics method. In terms of the path of overall industry development, the forestry sector's transformation and upgrading has contributed to bamboo and rattan brand building, the integration of multiple industries has promoted the development of the brand building, and the regional brand building jointly by multiple entities has helped improve the brand building. In terms of individual enterprises path, organizations such as International Network for Bamboo and Rattan play a leading role in brand building, bamboo and rattan processing industry drives the development of other industries, and the cooperative mode integrates more bamboo and rattan resources. Based on these characteristics, we conclude the problems of bamboo and rattan brand building, i.e., uneven industrial development, incomplete brand system and lack of brand culture in the overall brand building of bamboo and rattan, and weak brand awareness, vague brand concept and lack of brand training among individual enterprises in their brand building. This paper puts forward relevant suggestions to promote the coordinated and integrated development of industries, improve the brand standard system, create regional distinctive brands and promote the digital transformation of brands.

英文关键词 brand building;bamboo and rattan industry;dual path;co-word analysis;China

起始页码 12

截止页码 20

作者简介 王恒,博士,研究方向为企业战略管理、品牌营销,E-mail:wangheng@icbr.ac.cn

通讯作者介绍 李岚,教授级高级工程师,研究方向为国际贸易、农业推广、品牌建设,E-mail:Lilan@icbr.ac.cn

E-mail Lilan@icbr.ac.cn

DOI 10.12168/sjzttx.2022.06.003

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