Research On The Influence Factors Of Regional Brand Building

Nowadays, with the aggravation of the market competition, industral clusters have attracted the attentions of the world as a special economic organization form. The combined effect and spillover effect of clusters have far-reaching influence on the development of regional economy, especially on promoting the adjustment of regional industrial structure and the transition of economic growth mode. However, at the same time of rapid development, clusters particularly traditional clusters in our contry also have many problems which is outstanding performance in the aspects of single products’ varieties and structures, the low level of technologies and products’ class and lack of brand awareness. These bottleneck have seriously hindered clusters’ updating and transformation. So the enterprises in clusters can only ern cheap processing charges relying on OEM, and it finally reduce the overall competitiveness of cluster.Regional brand is the advanced stage of the clusters’ development. As the intangible assets of cluster, regional brand could further deepening the combined effect because of its popularity and reputation which is able to produce great space attractions. The constructions of regional brand is an important means that make cluster transform the price competition in the past to the modern brand competition now. Its formations and developments are the mature symbol of clusters, and also have special significance to the clusters’ updating and transformation. Because of the complementary relationship between clusters and regional brand, this paper, which is in order to provides the basis for the constructions and developments of regional brand and also promote the clusters’ developments, chooses the traditional clusters of our country as the background and adopts combined methods of normative research and empirical research to discuss the influence factors of the constructions of regional brand. Firstly, this paper collects and collates the domestic and foreign theories and literatures about clusters as well as regional brand, and then combs related researchs regard to the relationships between them. On that basis, this paper which chooses the traditional clusters in humen town and wenzhou city as the background, by using the methods of questionnaire investigation, deeply analysis the present development situations, problems of regional brands’ construction and the enterprises’ awareness and attitude on regional brand from the point of the enterprise. The results shows that, the major factors effacting the constructions of regional brand is:the implementation level of enterprises’ brand strategy, the enterprises’ cognition and attitude on the constructions of regional brand, the action of enterprises building regional brand and action of building regional brand of governments and the associations. Beside of the action of enterprises building regional brand, those three factors have markable positive influence on the constructions of regional brand. Based on the conclusion, this paper gives some specific marketing suggestions for the constructions of regional brand. To sum up, this paper have some innovation on the researching perspectives, methods and contents.