Study On The Cluster Brand Competitiveness In The Perspective Of Anenterprise

The industrial clusters in China have been developing as time goes on. Butcompared with the overseas industrial clusters, Chinese industrial clusters have a longway to go in terms of global influences. Cluster branding can greatly facilitate thestable and healthy growth of the clusters, especially in the days of branding economy.To catch up with the international pace, it has the realistic and theoretical senses instudying how to build and improve cluster brand competitiveness.This paper focuses on the influence of cluster brand competitiveness. Accordingto the literature materials from home and abroad, this paper puts forward aperspective of the enterprise which is from one of the main bodies of cluster brandconstruction. The perspective studies on whether the roles are played by government,industry association and other intermediary agencies and cluster enterprises and whatthe role played in the process of the formation of the cluster brand competitiveness.First of all, this paper defines the relevant concepts, and it introduces the brandcompetitiveness theory and industrial cluster theory; Second, on the basis of the basictheory,this paper discusses the relationship between industrial cluster and clusterbrand; Third, according to the theory, this paper puts forward several assumptions andfinally builds up the influence factors model of the cluster brand competitiveness;Fourth, the paper designs the questionnaire and investigation activities according tothe hypothesis and model from the perspectives of enterprises. Using SPSS18.0software to analyze the data. According to the analysis, only the platform servicesprovided by government significantly have positive impact on the cluster brandcompetitiveness, this influence can be direct, also can be indirect through theinteraction among members of the cluster; Industry association will providecoordination services and marketing services, only the coordination services for thecluster brand competitiveness have significant positive influence, and the influenceneed to be produced through the interaction among members of the cluster; Individualbrand value and individual brand management both can havesignificant positive impact on the cluster brand competitiveness, they can not only directly affect it butalso indirectly influence through the interaction among members of the cluster; Theinteraction of members can have a direct impact on the formation of cluster brandcompetitiveness, and also can be used as an intermediary variable which othervariables affect the formation of cluster brand competitiveness. According to theempirical results, this paper tries to put forward several policy suggestions for theroles of different construction bodies in the view of the enterprise.