Research On The Evaluation And Development Of Territorial Brand Based On Industry Cluster Theory

As global economic resource flow becomes more and more frequent, market competition becomes more and more drastic, Industry cluster has become an effective way to improve competency and acquire economic sustainable increase for all the countries or regions. As market competition enters into brand–oriented times from product-oriented times, the emergency of industry cluster bring new vitality to build up brand construction for all the countries or regions. Nowadays, the trend for clustered development of territorial brand has become more outstanding in most developed regions, neither international nor domestic.However, compared with world-class territorial brand, the brand value and competency of Chinese territorial brand is weaker than it. Therefore, this paper makes research of territorial brand from both qualitative and quantitative aspects based on industry cluster theory. It's required by brand economy. This paper not only provides an academic guide to governors, but also provides a useful tool to government to control the developing status of brand economy.The paper's resource is from the project– study on Tianjin independent brand development strategy. From macro point of view I study Tianjin territorial brand evaluation and development from both qualitative and quantitative aspects. The paper not only focuses on the latest theories, but also seeks the truth of territorial brand construction. I develop the new research direction for territorial brand management and development. The first three chapters mainly introduce the background, meaning and related theories, for example, expounding industry cluster theory, brand theory, brand ecology theory and so on.; The fourth chapter discusses about territorial brand analysis method under the industry cluster, then brings forth two-dimension evaluation model, metrical analysis method and synergetic evaluation modal of territorial brand; The fifth chapter is about case study. I focus on Tianjin territorial brand development and make quantitative analysis on recent brands'value and synergetic degree of Tianjin main industries. According to the actual problems faced with Tianjin recent development plan, I put forward Tianjin territorial brand development strategy based on industry cluster theory and quantitative analysis result.