Research On The Mechanism Of The Formation And The Operation Of Regional Labor Brand

With the deepening of united employment of urban and rural and employment of ruralsurplus labor, labor economy has become part of the socialist market economy can notbe ignored. How to guide and promote the development of the labor economy, theoperation of the services brand is a gradual emergence of a new direction, servicesbrand has gradually become a booster of the local governments to develop the laboreconomy. The labor is done by people, services brand carrier can only be the workersthemselves. Labor brand has unique and complex nature different from ordinarygoods from the outset. The research of labor brand should reflect its same strain withproducts brands, regional brands, but also where the emphasis on its specificity.In this paper, Based on the theory of brand, regional brand and regional laborbrand, this paper elaborated comparative analysis of the differences in product brands,regional brands and regional labor brands. Take “Qianjiang tailor” labor brand as anexample, to collect adequate data on the basis of its formation and operation."Qianjiang tailor" experiences sprout, develop and mature in three stages, it generateda region-specific cultural resources and historical background, Qianjiang City in thebrand promotion work takes full advantage of this, it is worth learn from theexperience. labor workers, government, stakeholder groups are played important roles in the building of “Qianjiang tailor” brand. Labor workers are the heart and soul ofthe labor brand, they directly embody the labor value in their labor, and they directlyimpact on the reputation of the labor brand. Labor brand has the characteristics ofquasi-public goods, the Government must be guided and supported the formation andoperation of the labor brand, the government should play a leading role. The power ofthe industry associations, training institutions, intermediaries and other related interestgroups can not be ignored, the government departments should coordinate all partiesto participate and play their supporting role.Two market research methods of focus groups and survey methods are used inthis study. The objects of this research include the personnel of relevant government departments, clothing companies, labor workers, vocational training schools, andother interviews. With depth understanding of the "Qianjiang tailor” labor workersand labor brand building, analyzing the mechanism of the formation and operationof labor brands in the multiple dimensions. This paper has analyzed and proposed fourmain elements of the formation and operation of the labor brand, including theregional environment, the brand labor workers, the relevant government departments,stakeholder groups (including trade associations, schools and vocational traininginstitutions, labor agency, corporate). And on the basis of the first paper studies,proposed theoretical model the formation and operation mechanism of the laborbrands.The carrier of labor brand mostly is the surplus rural labor, and its overall qualityis generally low, services brands work is very difficult. There are still many problemsin the development of the labor service brand development. This paper analyzes fivekey problems, and proposed the overall ideas and suggestions for formation andoperation of the labor brand.