Study On Implementation Of Regional Brand In Industrial Clusters Of Our Country

On the basis of combing previous research results of the theory, this paper explains the meaning, characteristic, effect of industrial clusters and the regional brand, discuss the differences between regional marketing and marketing. It has deeply probed into the current situation of industrial clusters and implementation of regional brand strategy in industrial clusters of our country. It describes the duties of the government, employer's organization, enterprise, points out the existing problems. Qualitative and quantitative analysis are used in describing the construction of the regional brand.Two game models have been set up, one is between enterprises and enterprises in cluster while cultivation regional brand, another is between government and enterprises while the government manages the regional brand. The models improve that enterprises in industrial clusters must invest equally to continues to coordinate, the government should considers the questions from the enterprise angle of view to make industrial clusters and enterprises in it develop totally. Summer the theory above, take Shengzhou necktie's industrial cluster as an example, carry on in-depth analysis to the course of the industry development, the advantages and the strategy implementation procedure of regional brand, point out the existing problems in cultivating regional brand, propose the countermeasures for regional brand construction. Finally, offer some corresponding countermeasures and suggestions for local government in cultivating and managing regional brand of our country.