区域品牌化是全球化时代区域竞争发展的战略新焦点，具有不同于传统的产品或公司品牌化的复杂性和特殊性。现有文献从产业集群或政府构建视角探讨了区域品牌效应的生成机理，但还不够系统深入。本项目从资源与制度理论新视角，以区域品牌化典型案例为对象，通过质化和量化研究方法，探索性地研究区域品牌化的驱动要素和机理。研究内容包括：（1）探究区域制度环境形成的模仿、强制和规范趋同压力通过影响区域内的组织管理行为，促进区域品牌绩效的机理路径；（2）开发差异化区域制度环境的资源驱动要素；（3）从资源与制度统合视角构建区域品牌化概念模型。研究结果有助于更全面地揭示区域品牌化的内在动力要素与机制，进一步推进区域品牌化的理论发展。

Place branding is a new strategic focus on the competitive place development in globalization, having the complexity and particularity differing from conventionally product or corporate branding. Although the existing literatures on place branding have discussed the mechanisms of branding a place from that of the industrial cluster and governmental management perspectives, it is not thorough for the knowledge on place branding. .The objectives of the present proposal are, from an integrated perspective of resource-based and institutional views, to develop a conceptual model for explaining how the mimetic, coercive, and normative isomorphism pressures, which are derived from a place institution environment, boost brand performance by effecting its organizational management within a place, and developing the drivers derived from place resources that make its institution environment heterogeneity inside out. The study will be implemented by qualitative and quantitative researches on some representative place branding cases. .The results will contribute to a refined understanding on the resource drivers and operating mechanisms for place branding, and further advancing its theorization.