Study On The City Brand Based On Industry Clusters

As one member of the brand, the city brand has the general nature of the brand, Which is unique and easy to be distinguished. The construction of the city brand is a technical revolution and marketing tactics of the city economy. The city brand could change consumer psychological preference, impact consumer behavior, make the consumer tend to buy the products which come from one certain city, provide favorable conditions for the development of industrial clusters. The city brand not only improves the whole competitive strength of industrial clusters, put forward some new requirements for the industrial clusters, but also facilitates the development of enterprise brand and product brand, upgrades the industrial clusters, constructs the international reputation of city industry. The enterprises in the industrial clusters which rely on the influence strength and reputation of the city brand can improve the sale quantity of product,decrease the sale costs and increase the profits. And further boost up establishing the enterprise brand which can then enlarge the influence and reputation of the city brand.However, according to development practice of most cities in our country, at present, the most operators of enterprises have not realized the positive meaning of the city brand construction, they only see the competition relation among enterprises, have not realized that there is also dynamic cooperation.In this paper, we study in-depth on the city brand at the basis of absorbing and learning the abroad theories and experiences and combining the actual conditions of our country. Hoping that can offer a theoretical reference and policy guidance for city government about city brand construction.