A Comparative Study On Developing Model Of Regional Brand Based On Theory Of Industry Clusters

After the opening policy, the industry clusters in our country have been in full flourish and have become an effective tool to accelerate the regional economic development. However, there came across a bottleneck in the development of industry clusters because of low technology content, deficiency of creativeness, lack of brand support, and therefore, the competitiveness of many industry clusters has declined, and even to the extent of deterioration. Thus, it is the strategic choice to develop famous regional brand and to switch from cost competition to brand competition.The development of regional brand should be boosted by industry clusters. The title selected for this article is to meet the need of how to increase the competitive edge of industry clusters in our country. The research is focused on the latest related theory and the real need of regional brand development as well, in order to cultivate a new direction of study while helping to resolve some existing problems.Chapter two describes the related theories on industry clusters and regional brand, and defines their mutual positive relationship clearly. Chapter three elaborates the regional brand development of industry clusters in Zhejiang and Guangdong and sets up an analysis frame for regional brand, analyzing the formulation mechanism of regional brand and defining the main function of developing regional brand. With models of game theory, Chapter four analyses coordinated behavior of competition and cooperation of enterprises, government and other institutes in the process of regional brand formulation and the management to it. Chapter five gives deep analysis to cases of regional brand development in China's five typical industry clusters and establishes five models for developing regional brand: to develop regional brand based on regional human resources, to develop regional brand based on market expansion by building distribution center, to develop regional brand driven by foreign capital, to develop regional brand dominated by market leaders, to develop regional brand propelled by technology innovation. In this chapter, the inherent conditions and rules are revealed, and points out that regional brand are distinctive with unique regional traits. Chapter six studies the developing patterns of"Liuyang fireworks"and"Shengzhou ties", which are famous regional brand names in two regions. This analysis provides proof for the theory of cluster brand and offers guide to other regions in developing regional brand.The creative finding of the exploratory research in this article is: the mutual positive relationship between regional brand and industry clusters is clearly described with the magnetic theory in physics, and they are the two poles in the magnetic field of regional industry and mutually promoted. Neither of the two can be dispensed. It gives a systematic and profound analysis and summary to several typical models for developing regional brand and put forward a"magnetic"theory in developing industry clusters and regional brand, suggesting that the industry magnetic field can be formed with Industry cluster and regional brand as the two poles by the core elements of the cluster. The gravitation of the industry magnetic field will be come stronger with the magnetic line of force of the government and enterprises, and therefore, it can attract more factors of production. It reveals the coordinated behavior of competition and cooperation of enterprises, government and other institutes in the process of regional brand formulation and makes it clear that the government dominance is very important in developing regional brand.