区域品牌对企业绩效的影响机理——以“浙江制造”为例

摘要

以区域品牌对企业绩效的影响作用为基础,基于结构方程原理构建了区域品牌对企业绩效的影响机理模型,并设定了相应的研究假设.选取“浙江制造”区域品牌进行实证分析.结果表明:区域品牌战略实施能力、区域品牌创新能力和区域品牌市场能力对企业经营绩效有显著影响,其中区域品牌战略实施能力的影响最大,其次是区域品牌市场能力和区域品牌创新能力.%Based on the influence of regional brand on enterprise performance,this paper constructs the model of influence mechanism of regional brand on enterprise performance by using the structural equation,and sets up the corresponding research hypothesis.The result of "Zhejiang Made" shows as follows:regional brand strategy implementation ability,regional brand innovation ability and regional brand market ability all have significant impacts on enterprise performance,among which the influence of regional brand strategy implementation ability is the greatest,followed by regional brand market ability and regional brand innovation ability.