区域品牌化的制度环境对企业参与的影响——行业竞争度的调节

摘要/Abstract

摘要： 区域品牌化的公共属性且难获短期回报导致管理者面临如何在竞争激烈的市场驱动企业参与区域品牌化的挑战。本文基于制度理论开发了一个行业竞争度调节下的制度环境驱动企业参与区域品牌化的概念化模型以回应这一挑战。来自我国3个区域品牌化典型地区10个行业716个样本证据显示，区域品牌化的制度环境压力（规制的、规范的、认知的）对企业参与区域品牌化具有正向影响。其中，认知性趋同压力对企业参与区域品牌化具有显著的直接影响，而规制性和规范性趋同压力分别通过认知性趋同对企业参与具有间接影响。此外，行业竞争度对制度环境驱动企业参与区域品牌化具有调节效应。随着市场竞争程度的增强，规制性趋同压力对规范性趋同压力的影响没有显著变化，而对认知性趋同压力的影响呈趋弱态势；规范性趋同压力对认知性趋同压力的影响效能，以及认知性趋同压力对企业参与的影响效能则呈趋强态势。这些研究结论为基于行业竞争条件构建驱动企业参与区域品牌化的制度环境提供了管理启示。

关键词: 区域品牌化, 制度环境, 企业参与, 行业竞争度

Abstract: Due to the public nature of place branding, coupled with the difficulties in obtaining short-term returns, managers are now confronting the challenge of how to drive firms to get involved in place branding in competitive market. Based on institutional theory, this paper develops a conceptual model of firms’ involvement in place branding driven by institutionalized environment under the moderation of industry competitive intensity in order to respond to this challenge. Evidence from 716 samples of 10 industries in 3 place branding areas of our country shows that the institutionalized environment (regulatory, normative, and cognitive) pressure for place branding has positive influence on firms’ involvement. Among them, the cognitive isomorphism pressure has a significant direct impact on firms’ involvement in place branding. The regulatory and normative isomorphism pressures have indirect effects on firms’ involvement through the mediating effect of cognitive isomorphism pressure respectively. In addition, industry competitive intensity has a moderating effect in institutional pressures driving firms getting involved in place branding. With the increase of industry competition, the effects of regulatory isomorphism pressure on normative isomorphism pressure don’t change significantly, but its effects on cognitive isomorphism pressure become weaker; the effects of normative isomorphism pressure on cognitive isomorphism pressure, and cognitive isomorphism pressure on firms’ involvement become stronger. These results provide managerial insights into developing an institutionalized environment driving firms to get involved in place branding according to industry competitive intensity.

Key words: place branding, institutionalized environment, firm involvement, industry competitive intensity

孙茹, 赵卫宏, 谢升成. 区域品牌化的制度环境对企业参与的影响——行业竞争度的调节[J]. 管理评论, 2021, 33(6): 157-166.

Sun Ru, Zhao Weihong, Xie Shengcheng. The Impact of an Institutionalized Environment for Place Branding on Firms Involvement—— The Moderation of Industry Competitive Intensity[J]. Management Review, 2021, 33(6): 157-166.

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