Study Of The District Brand In The Development Process Of The Industrial Clusters

Under the circumstance of economic globalization, the competition between the districts becomes the main form of the international competition, the industrial clusters also becomes the main form and characteristic of the contemporary economic development. The competition between nations or enterprises has also transformed into the competition between the industrial clusters of districts. The development of the industrial clusters not only needs numerous product brands, enterprise brands as well as industry brands ,but also needs a district whole brand, representing the whole image of a district (clusters), namely district brand. To cultivate the industrial clusters with local characteristic and make a district brand with high popularity and fine reputation has become the primary mission of every nation and local government.Part 1: Literature Summary(A) The meaning and characteristic of the district brandDistrict brand is used for scarcely abroad, but has been put into use commonly in domestic. Currently,the domestic researcher's comprehension to "district brand" is respectively different. Summing up the research results of the scholars in the past, based on which, I think , so-called district brand, is pointed to use place name , mark, sign or design (or their combination) of a administration or geographical area as the specially appointed brand name, use which to identify the area industries , enterprises , products or service, and make it different from its rivals. In short, it is the comprehensive performance of the industries, enterprises, products or service and their brands'collective behavior in the district.(B) The concept and the summarization of theory development of the industrial clustersIndustrial clusters, is brought forward formally by the USA scholar, Michael·Porter, in the book "country competitive edge" in1990. Currently, industrial clusters theory has already become the core problem of area economics, industrial economics ...etc. The documents about the study to this theory and phenomenon by scholars at home and abroad are voluminous. The earliest can be traced to industrial area theory of George C. Marshall. And in next more than one century, it has been improved and perfected ceaselessly .In domestic, the research of industrial clusters started from the middle and late stage of the eighties in 20th century , and mainly concentrated in the developed areas, such as Jiangsu, Zhejiang and Guangdong province.(C) Study of the district brand in the development process of the industrial clusters in domesticStudy of the district brand in the development process of the industrial clusters started late in domestic, and is still in an entry-level stage up to now. But it didn't affect the cognition to this problem of the scholars in China. Besides, they have also realized that establishing district brand on the basis of industrial clusters needs trilateral strengths, such as the government, association and enterprises .But the boundary of their duty and division was not definite, which may lead to the situation that the government is active, enterprise is passive, the intermediary agent is lack. This is not good for the establishing and maintaining of the district brand. In this text, based on the research results of the scholars in the past, the writer desired to elaborate the relation between the industrial clusters and the district brand further clearly, and fix clearly the responsibility of government, enterprises and association in establishing and defending the district brand.Part 2: The interactive relation between the development of the industrial clusters and the construction of the district brand(A) The development of the industrial clusters is beneficial to the establishing and defending of the district brandThrough investigation, we can find that, there are industrial clusters at the back of every district brand. We can say the district brand is the outcome of the development of industrial clusters. Come to say concretely, the industrial clusters promote the district brand's establishment in following ways: First, the clusters are mostly composed of medium-sized or small-sized enterprises. Integrating the strength of which to establish district brand becomes especially easy. Secondly, industrial clusters can accelerate the propagation of district brand. Thirdly, industrial clusters'geographical gathering phenomenon implied the connotation of district brand. Fourthly,the root establishing attribute of industrial clusters established a basis for the formation of district brand. Besides, the development of industrial clusters is also beneficial to the upkeep of district brand, because the industrial clusters have at least three advantages in evading the"lemon"problem, making and spreading"positive market information". And these advantages are exactly indispensable when carrying out the effective defending on district brand.(B) The promoted effect of the district brands' establishment to the development of the industrial clusters Cultivating and building the district brand is important to the continuous and healthy development of the industrial clusters. Show concretely in the following aspects: Firstly, district brand is the promoting factor for the industrial clusters to develop and expand. Secondly, district brand has embodied the products and serving culture of the area. Thirdly, district brand can represent the enterprise image and product reputation of the industrial clusters. Fourthly, district brand can promote the economy of the industrial clusters to develop continuously and healthily.Part 3: Establishing and administrating of the district brand(A) District brand's composing elements and forming condition Industrial clusters'district brand is composed of regional economy, industrial clusters and the behaviors of brand marketing. It mainly contains three key elements: District characteristic; Brand connotation; Industrial foundation. And, the district brand is formed with the appearance and growing up of the industrial clusters. It is the two important characteristics of the industrial clusters, industries characteristic and district characteristic, which have provided fundamental prerequisites for it to develop into district brand ultimately. One side, industry advantage of the industrial clusters is the foundation of the district brand. On the other hand, the fine area business environment inner the district is also a basis condition for the district brand.(B) Fundamental thought to establish the district brand of the industrial clustersAs a new act of economic development, establishing the district brand is a piece of job with stronger speciality, technicality and systematicness. Therefore, in order to establish the district brand successfully, we must go deep into thinking about the thought to establish the district brand strategically. Primarily, cultivate the famous-brand product backing on the industrial clusters. Secondly, reinforce independent innovation, to cultivate self-having brand. Once again, enlarge the image propagating, to mold a brand image. Finally, reinforce the industry discipline, to defend the district brand.(C) More than two parties participate to establish the district brand on the basis of industrial clustersFirst, the government should put up the platform of public service for establishing the district brand. Because it has three advantages in cultivating the district brand: Organizing advantage, impartial advantage and information advantage. Second, the task of managing and administration on district brand may be assumed by various industrial association or chamber of commerce, because they own an indispensable intermediary position in district marketing. Once again, enterprise is getting the assignable function in the process of establishing the district brand. Without enterprise, regional economies benefits have no way to carry out, and the construction of district brand also has no way to talk.(D) Defend actively, to guarantee that the industrial clusters'district brand will develop continuously and healthilyFirst, the government should create a fine system environment for the maintenance of the district brand. Second, to issue an industry standard, build a system of quality certification, provide quality guarantee to the district brand. Once again, give full play to the industrial association, to building up a harmonize mechanism inside the industry for the protection of the district brand. Part 4: Problems and countermeasures(A) Analysis on the existing problem in the process of establishing the district brand on the basis of the industrial clusters in ChinaCurrently, there are several problems in the process of establishing the district brand on the basis of the industrial clusters in China, following as: Firstly, the consciousness to building-up district brand of the enterprise inner the industrial clusters is not strong. Second, the function and effect of various intermediary organizations such as industrial association, chamber of commerce needs perfect. Thirdly, the relevant functional departments of government oversee inefficiently and protect slackly to the district brand. Fourthly, the district brand has the attribute of"public product", which makes it hard to protect.(B) Countermeasure and suggestion to the existing problemFirstly, strengthening the building of the entrepreneur team, cultivating the brand strategy consciousness of the enterprise, to solve the problem from the root; Secondly, building and perfecting the intermediary system , to build a fine social environment , and provide fine intermediary service for the establishing of the district brand; Once again, the local government should put institutional innovation into practice actively and concentrate necessary policy resource , to provide necessary support for the district brand's establishing and developing; Finally, aimed at the attribute of "public product "of the district brand, constituting corresponding policy, to reinforce the establishing and defending of the district brand.