Changsha Construction Machinery Regional Brand Competitiveness

The traditional studies of brand are always concentrated in the micro level, accompanied by the emergence and development of industrial clusters, the concept of brand is already far exceeding enterprise this microscopic carrier, the competition between enterprises has expand to clusters . Because of reasonable use of resources and sharing of information , more and more industrial clusters develop fastly. In the cluster many enterprises formed their brands, so people always connect the region and indstial cluster. This paper is based on this premise to research regional brand. I select 19 indicators to establish a regional brand competitiveness model, and use this model to analysis the competition of Construction Machinery Industry Cluster in China. Especially focus on the Changsha machinery Industry Cluster.The innovation of this paper is focuse on brand in cluster level, through building regional brand competitiveness model to research . Combining qualitative and quantitative analysis method to analysis .