The Empirical Study On The Impact Of Industry Cluster Advantage To The Formation Of Regional Brand

In recent years, China’s industrial clusters as a special industry build mode, with a large-scale, intensive form and ability, which is undoubtedly an important way to bring about a new regional economic normality, and has played a positive role in promoting regional industrial restructuring and the transformation of economic growth pattern.Industry clusters help to reduce production, logistics, trading, marketing and other costs of clusters of enterprises, and enterprises to share resources in the cluster also helps improve technological innovation capability. This series of industrial clusters advantages based on the cluster have contributed to the upgrading of the strength of the enterprises in the cluster and the region. New century means new opportunities, in today’s new economic normality background, whether it is the product brand, corporate brand or regional brand, their influence have become evident increasingly, the importance of the brand for businesses, regional or even national are self-evident.The advanced stage of evolution and development of industrial clusters ---- regional brand not only related to the product brand identity consciousness of customers, but also facilitate consumers to identify the source of the product and helps to reduce search costs for consumers, reduce risk. Regional brand also has a symbolic significance as well as the signal of quality, give birth to the regional brand awareness of customers and guide the customer’s brand consumer behavior actively and stimulate the consumer interest in the brand. Creating the well-known regional brands and promoting the healthy development of industrial clusters, and ultimately enhancing the overall competitiveness of industrial clusters.This article focused on many of references, made a discussion and illustration about industrial clusters and regional brands carefully. Through literature review to identify the advantages of industrial clusters which affect the formation of regional brands, on the basis of previous studies making a hypotheses model, and collect data using the form of questionnaire survey, using SPSS and AMOS build structural equation model for quantitative analysis combined with the questionnaire then verify and adjust the hypothetical model.After the studying, the paper gets the following conclusions:the cost advantages of industrial clusters have a significant positive impact on the formation of the corporate brand; the product advantages of industrial clusters have a significant positive impact on the formation of the corporate brand; the innovation advantages of industrial clusters have a significant positive impact on the formation of the corporate brand; the cost advantages of industrial clusters have a significant positive impact on the formation of the regional brands; the marketing advantages of industrial clusters have a significant positive impact on the formation of regional brand; the corporate brand have a significant positive impact on the formation of the regional brand.