Research On The Formation Mechanism Of Regional Brand

With the globalization of economy and development of information industry, themedium and small enterprises in China are facing more and more competitions. Insuch an environment, the medium and small enterprises in China must be togetherwith other enterprises in the cluster, in order to obtain the superiority in competition.Research on the formation mechanism of regional brand, can not only enhance theexisting regional brand, but also be more advantageous to help building regionalbrand of other industry cluster in China.At first, this paper systematically expounds domestic and foreign research resultsof regional brand, then puts forward the concept and features of regional brand, aswell as summarizes the formation and development of regional brand. Secondly, thispaper uses the method of game theory to analyze the behaviors of enterprise,government, industry association and customers during the forming process ofregional brand, and find out the driving mechanism and influencing factors.Finally, we do the empirical analysis to regional brand of Xianzuo furniture. Onthe base of combing its development process and the power of the formation, thispaper looks into the effect and shortage of the four key subjects. Standing in the pointof view of government and industry association, we put forward some customizedsuggestions, in order to achieve the purpose of enhancing regional brand and furtherincreasing the brand influence.On the basis of previous studies, this paper makes a new attempt to research onthe following two aspects. First, based on the game theory, it study the main parties inspontaneous behavior’s effect on the formation of regional brand; Secondly, based onthe research by demonstration, this paper explains the main parties in the function anddefects, in order to promote the construction of the regional brand.