An Investigation Of Regional Brand Construction Based On Industry Clusters Network

Nowadays Chinese industry clusters have formed the certain scale and the professional characteristic but it has many serious problems, for example: the product homogeneity in the region, the deficient human resources and so on. Today in the intense competitive market, the new products emerge one after another, the enterprise life cycle reducing day by day, "the brand construction" has already become the essential link that the enterprises survive and develop. Similarly, how to advance the brand construction also becomes a strategic sense subject which Chinese industry clusters face.The regional brand manifests the regional ecological environment, the economic vitality, the cultural implication, the value guidance and so on .It can promote the local economical development. Because the regional brand construction process not only can promote the industrial cluster's overall image, obtain the continuous formidable brand effect that the one middle and small scale enterprise obtains difficultly , but also obtain coevolution's mechanism in the industrial cluster's enterprise, led other enterprises' development in the region . So, the regional brand construction research has the remarkable theoretical meaning and realistic meaning.The thesis summarizes the relevant theory and suggests that regional brand is an advanced form of industry cluster. It not only stresses the competition among enterprises, but also emphasis the collaboration among enterprises, as well as enterprises with other organizations in the cluster to maximize the overall interests of the region. This paper attempts to study this complex project of regional brand building in the cluster network and discuss that how the various members of the network cooperate and give play to their unique strengths to meet the overall interests of the network maximization.The studies of regional brands have not been ripe yet, and most of the existing literature made relevant recommendations about some case. They usually regard the government as the main body in the regional brand building. This paper's innovation lies in linking brand-building and cluster network closely. In addition, this paper regards the regional brand building as three closely related processes with mutual penetration. The enterprise will be placed a core position in regional brand building systems, and the enterprise, government, industry associations will be regarded as interdependence, mutual constraints actors in the process. After this the paper suggests the general pattern of regional brand building. Finally in view of the problems in the prevailing regional brand building in China, this paper makes some suggestions.