Regional Brand Based On Industry Clusters Construction Problem Research

With the acceleration of global economic integration and internationaleconomic and market-oriented in-depth, in some economically more developedcountries such as USA, Italy, France and other countries land after another appearedin a number of "new industrial districts", which both rely on a "sun set example ofindustry developed rapidly, such as the "third Italy", the example of relying onhigh-tech industry development, such as "Silicon Valley", they promote the healthydevelopment of the regional economy, led to the formation of regional competitiveadvantage. China are slowly integrated into the global economy, with thedevelopment of the domestic market, companies have increasingly recognizedregional brands, regional brands rely on the formation of industrial clusters is quite acommon phenomenon.: Yangzhou, Jiangsu, Hangzhou market town has170yearshistory to produce toothbrushes, to date, the town has been producing toothbrushbusiness and related businesses for nearly more than1,000, which includes large-scale production of more than80enterprises to be listed as Fortune500companies,Colgate-Palmolive also settled in Hangzhou market town. The toothbrush industryled to the development, including the rapid development of tourism products,packaging materials and other related industries, the Hangzhou market town hasbecome the most large-scale toothbrush production base.The development of anything contradiction between the two sides of theindustry cluster can not be excluded. The one hand, the regional brands of theindustry cluster as the production of the product brand, stimulate consumer desire tobuy, making the psychological preferences of consumers can be changed toencourage consumers prefer to buy branded products. China’s industrial clusters arenot formed on the technical advantages of the innovative, but the formation of highinput, low-cost competitive advantage is based on low-cost low-end line of thecluster. This low-cost competitive advantage laid the foundation for pricecompetition. With the fierce competition in the market, many companies will counterfeiting of the product or the vicious price competition phenomenon. So thegovernment, the intermediary role of the regional brand to form an indispensableforce, it plays a vital role in the formation and development of industrial clusters.The article asserts: the grasp of the direction, speed and level of developmentof regional brands in the formation process of the regional brand oriented andsubjective preferences of the government, business, industry, intermediaries create aregional brand to a certain extent, while inter-firm cooperation to promote regionalbrand the key to sustainable development. Government, business, industryassociations in the role of industry cluster-based regional brand building for theformation and development of the excellent regional brand has important practicalsignificance for improving the domestic brand management system also hasimportant theoretical significance.