The Building Of Enterprise Brand Network Based On Cluster Effect

The phenomenon of enterprise cluster exists everywhere in the world. The competition advantage which lies in the enterprise cluster has been an important stimulative to push regional economic development. And so, all the governments in different countries consider it as an effective economic tool to develop enterprise cluster. In the meantime, it becomes the focus of the scholars. However, researchers stress their research on regional brand and neglect the enterprise brands. In this article, the writer is trying to analyze the building of enterprise brand network based on cluster effect. The basis of the enterprise brand network is the network relationship between the businesses in enterprise cluster, and the enterprise brands will also make the network structure between the companies be more advanced at the same time. So it becomes an important method to push the developing of the enterprise cluster.In this article, the writer explains some key words like enterprise cluster, cluster effect, network, enterprise brand and brand network in the beginning and analyses how the enterprise brand network improves the competition advantage of the enterprise cluster. Then in the main body of this article, the writer studies the network relationship of the participants, puts forward a framework to build the enterprise brand network in enterprise cluster and points out what companies should do to cultivate their own enterprise brands in the network. There are diversified doers in this course, so the conflicts between them are inevitable, and then the article does some analysis on the potential conflicts and puts cluster's inner marketing as a piece of suggestion to solve the problems. Finally, the writer takes Lanzhou Lily Cluster as an example to apply the research fruit to real practice and expects it to be more clear instruction for the development of the enterprise cluster in the Western Religion of China.