Research On Relationship Forming Of Enterprise Brand Network And Its Driving On Individual Brand Within The Industrial Clusters

Enterprise brand within industrial clusters is studied from the perspective of network, and its growth mechanism is revealed as well, which have great theoretical and practical significance for the enhancement of famous brands'quantity and quality. This study introduces a new research area– enterprise brand network within industrial clusters. Based on the definition of brand network within industrial clusters, social network theory, enterprise competence theory, enterprise learning theory and brand theory, Four topics, the construction and characteristic of brand network, the relationship mechanism of network, the driving mechanism of environmental elements on the brand network relationship, and the driving routs of brand network relationships on individual brand, within industrial clusters, are studied by using quantitative model, such as game theory, case studies, computer simulation and empirical methods.(1) The construction of brand network within industrial clusters is decomposed from three aspects: element, resource and activity, and its four characteristics are argued, which are interaction and interdependence characteristic , composition and embedness characteristic, and disequilibrium characteristic. The development routs of brand network within industrial clusters are divided into four stages: forming stage of reciprocal symbiosis, mature stage dominated by reciprocal symbiosis, mature stage dominated by competition symbiosis, and recession stage of competition symbiosis demonstrated by logistic equation.(2) The relationships of enterprise brand network are divided into three types: brand learning relationship, lognitudinal brand cooperation relationship and brand conglomeration relationships, and their mechanism are analyzed respectively. Firstly, the enterprise brand promotion processes are studied at the framework of learning relationships, and the SECI model are extended into the range within industrial clusters. Secondly, the quantitative model of longitudinal brand cooperation relationship within industrial clusters is constructed based on manufacturers theory of classical economics. By which, the longitudinal brand cooperation relationship mechanisms are analyzed. At last, three brand promotion effects, static brand promotion effect, brand difference effect, and shelter effect of clusters brand, which exists in the conglomeration relationships of enterprise brand network within industrial clusters are detected. The brand differentiation effects are analyzed by game theory and the shelter effect are analyzed by quantitative model. Based on the theoretical analysis above, the driving of environment elements on brand promotion speed, steady number of brand and impetus of network environment are studied from the dynamic perspective by the automatic cellar method.(3) Three core environment factors are identified: clusters social capital, brand competition and entrepreneurs. The driving routes of clusters social capital on learning relationships, cooperation relationships and brand conglomeration relationships, and brand competition on learning relationships and brand conglomeration relationships are analyzed. At the same time, interactive process between the entrepreneurs and local environment are detected, as well as the example and support effect of entrepreneurs network within industrial clusters on the enhancement of enterprise brand. Example effects are illuminated from two aspects: entrepreneurs'competition and entrepreneurs'learning ability. Trust mechanism, learning mechanism and resource acquiring mechanism could be provided by entrepreneurs network, and its support of the brand commit and synergy of brand expanding are explored, which are corroborated by some cases of LiuShi low voltage electrical industrial clusters.(4) The driving routes of enterprise brand network relationships on individual brands are studied within industrial clusters. Based on social network theory, the element of enterprise brand network relationships: relationship scale, relationship centricity, relationship stability and relationship intensity are definited. According to the brand theory from the perspective of customer, four factors of brand promotion: brand culture, product or service quality, product or service cost, and product or service innovation are proposed. The interactive relationships between the relationship element and the factors of brand promotion are discussed as well. At last, 20 hypotheses are proposed, based on which the structure equation model are constructed. Through empirical study of industrial clusters date, 13 hypotheses are supported.(5)Some recommendations were given for government and enterprise related to the industrial clusters.