Game Analysis Of Brand Competition In Cluster

As the cluster begins to take shape and develop, the enterprises in the cluster will be faced with not only the cooperation relationship between enterprises but also the problem of competition relationship between enterprises. How to handle or solving these relations in order to make their brand competitions is a benign condition, and also how to effectively pursue win-win situation in order to achieve coexist, moreover also contribute to the development of the cluster.In this article, we used to refer the theory of industrial cluster, the theory of brand competition, the theory of enterprises brand competition in cluster and game theory in the application of brand competition from domestic and overseas scholars based on their research results. This research goes through the angle of the enterprises in the cluster, to analysis the characteristics of the cluster and the enterprises and also the relationship between the cluster and the enterprises. From the analysis results, we summarized the characteristics of their brand competitions are co-opetition and competitive differentiation. Based on the above analysis results, we also summarized the influencing factors which affect their brand competitions. Brand positioning, enterprise differentiation strategy and cluster are the main elements of commonality which effected enterprises brand competition in cluster. In this article, we used the research thought, methods and tools of the game theory for the three critical influencing factors to construct the enterprises brand competitions in the three stage dynamic game model.Game equilibrium results show if enterprises want a cluster has a healthy condition, enterprises should pay more attention to implement on competitive differentiation. This article gives the suggestions from three aspects which are establishing competitive concept, differentiation strategy and value cultivation when enterprises participate in the competition. When the enterprises have established co-opetition concept, implemented differentiation strategy and value cultivation, enterprises are possible to achieve a win-win situation; therefore it will also form a healthy and stronger cluster. In addition, the results of this study show R&D, manufacturing and advertising determines the degree of competitive differentiation. Through greater efforts of R&D, manufacturing and advertising invest will enable enterprise to create more distinct differences. Enterprises in the cluster are easier to achieve win-win situation, when the degree of differential between enterprises are higher. And also the internal friction of their brand competition is smaller. Thus their brand competition will achieve a benign and healthy competition.