Research On The Function Of The Government’s Support In The Process Of Brand Cultivation

This discourse explains the concepts, characteristics and functions of brand,brand cultivation, public management and public policy. By analyzing the internalrelationship among these concepts, combing with the intention and direction of theNew Public Management Movement at the same time, the paper illuminates that it’svery important and necessary to play a role as a guide, proponent and inspiration oncultivating our own brand. Then our nation’s actuality and some successfulexperience of some developed country were showed in this article, also there are someproblems were showed, including the disparity between China and the other countriesin the world. To translate theory into the tool of practice, the discourse emphasizes thepracticability of the Theory of Value chain and the Smile Curve Model, aimed atmaking the best use of public resources by providing the best methods for a singlebrand, the government should enact different measures respectively according to thebrand’s growth phase. Then, considering the Theory of Industrial Clusters has animportant effect on a district, even a country’s brand strategy, the paper alsointroduces it and gives some pieces of advice on how to accelerate its development.At the last, and also the most important, making the Tianjin Binhai New Areagovernment’s efforts and effects on brand cultivation, this paper brings forward tenpieces of constructive ideas or public measures on how to improve the functions ofChinese government while cultivating the brands which belonging to ourselves. In aword, using many kinds of research methods such as theory summarizing, dataanalysis, comparison, illustration and so on, the intention of the author is that thispaper could make a little contribution to upgrade our nation’s competitive capabilityby strengthening domestic brand consciousness, accelerating the strategy of brandcultivation and advancing the independent innovation.