Study On The Regional Brand Of Liuhe Valley Industrial Cluster

Under the background of economic globalization, regional competition has become an important form of international competition and brand is the core of the market competition. As people living standard rise and health awareness enhancement, since the reform and opening policy, with the policy of the state to encourage the wine industry development, China's wine industry is developing rapidly, the wine industry develops in clusterization. Lulong has the advantages of natural resources for planting wine grape and long planting history, therefore, vigorously developing Lulong wine industry, cultivating and establishing"Liuhe valley"regional brand has the extremely vital significance to the sustained and healthy development of the"Liuhe valley"wine industry cluster and the Lulong county economy, even the city economic development.This paper is divided into five parts. The first part is about the background and significance of the research, then the related theory and literature review such as the industrial cluster concept and theory, the concept and character of the regional brand, the domestic research on regional brand building of industrial cluster, paper structure, research methods and innovative points, etc. The second part introduces the world wine industry, China wine industry and general situation of the China regional wine industry development. The third part analyses comprehensively of the development status and characteristics, the formation factors and development difficulties of the"Liuhe valley"wine industry cluster. The fourth part is the regional brand management of "Liuhe valley", firstly points out the necessity of the regional brand management of "Liuhe valley" wine industry cluster;Then puts forward regional brand management of "Liuhe valley", including strategy model selection, regional brand operators and notices of planning regional brand strategy. The fifth part shows regional brand of introducing strategy from the angle of brand positioning, refining of core value, culture construction, naming system etc;Finally, on the basis of analyzing"Liuhe valley"wine industry cluster status , brand management , regional brand introduction strategy, presents"Liuhe valley"regional brand building and developing strategies innovatively.