Research On Regional Brand And Strategies For Its Construction

To enterprises, brand product is not only a commitment to consumer, but also a strategy of competition; To consumer, it is a quality assurance, spiritual and life enjoyment. However, it takes lots of efforts to establish their own brands. So although they want it, they cannot have it. Regional brand is different and related to private brand and it is a kind of "regional public goods", it provides the enterprises a good development platform, and all the related enterprises can gain the brand efforts and develop rapidly on it. Meanwhile, it plays an important role on upgrading industry, extending the life of industry clusters and promoting regional economic development. However, regional brand has many problems in real life, such as associational crisis, free ride, less cooperation of the enterprises, unclear property right, the superintendent did not fully play its role. All these problems both have their objective and subjective reasons. On the objective level, the character of public goods leads to some externality. On the subjective level, the deficiency of superintendent leads to the misconducts of enterprises.By the analysis of "Prisoner's Dilemma game", "the even finite game", "the uneven finite game", we get the conclusion that to establish regional brand involves not just one effort, it needs the enterprises at the micro level, the industry association at the intermediate level, the government at the macro level to cooperate together, and it also needs the supervision and restraint of other social aspects.First, the enterprises at the micro level to promote the construction of regional brand. It should strengthen the will of building regional brand, pay more attention to the quality of products, and strengthen cooperation with other enterprises. At the same time, some enterprises should also try to establish their own brands if possible, which is an effective way to avoid the crisis of associational crisis of regional brand.Second, the industry association at the intermediate level to promote the construction of regional brand. The industry association is organized by the leading enterprises and it is the main body for the management maintenance of regional brand under the permission of local government. Its leading role is to market regional brand, provide some services for the related enterprises, strengthen the management of regional brand, etc. During these courses, we should pay more attention to the "trace-back system", which is so efficient a way to restrict the misconduct of enterprises.Third, the local government at the macro level to promote the construction of regional brand. Although the market economy requires the government don't intervene in micro-economic directly, it does not mean that the government does nothing in the establishment of regional brand. On one hand, local governments should improve the soft environment of regional brand, such as to define property right of regional brand, to establish some relevant laws and regulations; On the other hand, it should strengthen the construction of infrastructure which is related to regional brand.Fourth, the other social aspects should do some jobs to promote the construction of regional brand. The establishment of regional brand is not limited to firms, industry association ,local government, the other social aspects is also an important external supervision and restraining force, such as the supervision of common consumer, the guidance of propaganda and so on. All these measures are helpful to stop the behavior which may do harm to regional brand.The ultimate aim of theoretical research is practical application. "Jinhua Ham" is a famous regional brand. By unifying the standard and empirical research methods on the analysis of the case can deepen theory exploration.