A Study On Regional Brand Building

As new space morphology of industry between enterprises and markets, industrial clusters have a profound and active influence in promoting economic reconstructing and upgrading the industrial structure. As a new economic form, industry clusters now widespread throughout the world. Both developed and developing countries have a large number of industrial clusters. Industrial clusters phenomenon now is a hot topic of regional economic research.Regional brand now is the intangible assets of industrial clusters'enterprises in some regions, which can bring huge economic and social interests to the clusters' enterprises; it is the product of industrial clusters'developing to a certain stage. City MICE cluster has been shown to promote regional economic development, which plays an important role in urban economic development and upgrading industrial sector. Taking use of regional brand effect of industrial clusters has gradually become an important way of developing regional economic.First of all, this paper reviews the related theory of industrial clusters and regional brand, analyzing the interactive mechanism between industry clusters and regional brand. And then the writer proposes a discussion on subjects and order of regional-brand-building. The writer believes that regional-brand-building is closely related to cluster enterprises, local governments, trade associations and other multi-stakeholder. As is based on this multi-game situation, the writer put forward the concept of regional brand management, which is mainly composed of brand value assessment, regional marketing and crisis management. At last, combining with Shanghai MICE industrial cluster as case studies, the paper aims at finding a theoretically feasible, workable approach in the practice of regional branding, which will provide the process of Shanghai local regional branding in MICE industrial cluster with countermeasures and suggestions.