Research On The Driving Of Industry Clusters Network On Individual Brand Performance Within The Industrial Clusters

With the rapid development of the rapid emergence of the global manufacturing networkand IT, the manufacturing situation of the world has undergone a fundamental change. China’smanufacturing enterprises are also faced with the situation of the transformation andupgrading. How to improve the performance of the brand, has become China’s manufacturingenterprises bigger and stronger as the urgent need to address the problem after they have beencreated their own brand. Companies need to gain competitive advantage through continuouslearning and innovation. In the industrial clusters, enterprise depends not only on theperformance of a brand owned by its internal resources, but also on the resources andcapabilities in the industry cluster network relationships which the competitors was difficultto imitate. Therefore, the industry cluster network relationship is increasingly becoming animportant way of gaining access to external knowledge and technology, in order to enhancethe performance of a brand.Industry cluster is a gathering on the basis of the formation of a network of organizations,emphasizing the interaction between the main, interrelated, and form a close networkrelationship between the main(Porter,1998). Industry cluster concept also has the connotationof geographic proximity. The main range of the industrial clusters include network not onlyincludes the government departments, universities and research institutions, intermediaryservice organizations. Through mutual learning between enterprises within the industrycluster technology, on the one hand, is conducive to business and product innovation, enhancethe corporate brand performance, on the other hand the cluster internal corporate informationand technology pass promote the corporate brand performance upgrade. In addition, theindustry cluster network and brand performance absorptive capacity as mediating variables,differences manifested in this process to study the different absorption capacity enterprise.On the basis of reviewing the theory of social capital and absorptive capacity, In thispaper, the concept of industry cluster network relations can enhance the performance of abrand, while positive effect on absorption capacity and product innovation so as to promotethe corporate brand performance model. This study survey, and then through the statisticalanalysis of data by several industrial clusters of the Pearl River Delta manufacturingenterprises, empirical test of the theoretical model building. This study showed that: there is asignificant positive influence between industrial clusters network and corporate brandperformance. Product innovation and absorptive capacity played a mediating role between the industrial cluster network and corporate brand performance, and absorptive capacity impactson product innovation significantly. Based on organizational learning theory, this paper notonly enriches the mechanism that industry cluster network impact on the individual enterprisebrand performance within the group, but also for the use of the cluster network relationships,and create a good working environment for building internal capabilities, particularlyabsorptive capacity and enhanced coordination with the external environment providesmanagerial implications.