| 跨境电商产业国际集群品牌形成机理研究——基于扎根理论分析 |
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| 引用本文： | 张晓东,何攀.跨境电商产业国际集群品牌形成机理研究——基于扎根理论分析[J].科技管理研究,2019(22). |
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| 作者姓名： | 张晓东 何攀 |
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| 作者单位： | 内蒙古农业大学经济管理学院,内蒙古呼和浩特,010010;内蒙古农业大学经济管理学院,内蒙古呼和浩特,010010 |
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| 基金项目： | 浙江省高校重大人文社科项目攻关计划项目资助“浙江省跨境电商供应链品牌化机制研究”（2016QN049） |
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| 摘 要： | 回顾跨进电商集群品牌研究的相关理论,应用扎根理论对跨境电商国际集群品牌的形成进行范畴提炼与模型构建,研究跨境电商产业国际集群品牌的形成机理,揭示跨境电商产业国际集群品牌形成的关键阶段、具体过程、发展格局、环境支撑与决定要素,并提出跨境电商产业国际集群品牌的发展策略。
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| 关 键 词： | 跨境电商 集群品牌 形成机理 发展策略 |
| 收稿时间： | 2018/10/30 0:00:00 |
| 修稿时间： | 2019/3/12 0:00:00 |
Research on the formation mechanism of international cluster brand of cross-border e-commerce industry |
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| Abstract: | The cluster brand formed by the development of industrial clusters has a competitive advantage that is unmatched by individual brands and a brand effect that cannot be imitated. In the process of global economic integration and the rapid development of information technology, cross-border e-commerce has found a brand new network of exports for industrial clusters, giving unique operational concepts to industrial clusters. When cross-border e-commerce industry has accumulated a large number of internationally competitive brands, it has formed an international cluster brand of cross-border e-commerce industry. The paper reviewed the related theories that straddle the brand research of e-commerce clusters, applied the grounded theory to carry out the category refinement and model building of cross-border e-commerce international cluster brands, studied the formation mechanism of international cluster brands of cross-border e-commerce industry, and revealed cross-border The key stages, development patterns, environmental support and decision elements of the international cluster brand formation in the e-commerce industry, and the development strategy of international cluster brands in the cross-border e-commerce industry. |
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| Keywords: | cross-border e-commerce cluster brand formation mechanism development strategy |
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