Research On Construction Strategies Of Industrial Cluster Brand

Industrial clusters has become the distinctive form of economic organization and brought many benefits of economies of scale and scope to regional and even national economic development. The rapid emergence of Chinese industrial clusters in Zhejiang, Guangdong and other places has a positive impact on regional economy and arouses more and more concerns. But there are also some possible constraints that affect their long-term development, such as the lack of industrial cluster brand.Industrial cluster brand is the complex of region economy, industry clusters, brand marketing and remarkable significant of the high phase of industrial clusters. The establishment of the industrial cluster brand can set up the difference superiority, the specialized superiority and the scale superiority. The industrial cluster brand provides the public brand effect, the accumulative effect for the regional economic development and it is a long-term, relative monopoly of intangible asset. Cluster brands have a more sustained brand effect, so it has become a strategic thinking to build industrial cluster brand to improve the overall competitiveness of industrial clusters and accelerate the regional economic development. Discussion on the building strategies of Chinese industry cluster brand has important practical significance to the regional economy.Few foreign scholars have involved in the studies of industrial cluster brand construction. Although many domestic scholars have studied the industrial cluster brand from different perspectives, systematic theories hasn't been built till now. The paper discusses the construction strategies of industrial cluster brand more comprehensively, forms the systematic framework of cluster brand and investigate industrial cluster brand deeply combined with the actual situation in China. Based on related theory of industrial clusters and industrial cluster brand, the paper fist analyzes the formation mechanism of industrial cluster brand from three aspects of inner reasons, driving power and formation styles. Then four different models of industrial cluster brand building and its application are concluded. In Chapter V the paper a more detailed discussion of the building process of industrial cluster brand and the main job, including the main body selection, positioning, CIS, marketing and maintenance has been done to direct the implication of cluster brand. Finally, through the study of Chinese industrial cluster brands, the paper identifies the problems of them, and gives six policy proposals. The last chapter studies the industrial cluster brand of Shengzhou Tie.The paper has three major innovations:The first one: Analyze the formation of industrial cluster brand systematically, including the inner causes and the external driving forces. The analysis of inner causes of industrial cluster brand is critical to understand the relationship between industrial clusters and industrial cluster brand.The second one: Analyze the models of industrial cluster brands construction, and the scope of application,characteristics and strategies of each model.The third one: Build a more comprehensive and systematic process framework of industrial cluster brand construction.