Construction Of Regional International Brand Based On Industrial Clusters

Brand economy is one of the main forms of current economic development. As an important platform for regional economic development, industrial clusters, the brand theory based on which has been widespread concerned in the academic community. The construction of regional brands and its related theory have been studied deeply by many scholars, and the practice of regional brands of China has good results. Since the reform and opening of China, Zhejiang industrial clusters has experienced thirty years of vigorous development, and developed into modern industrial clusters gradually, and formed a number of regional brands as well. Besides, in order to further enhance the international competitiveness of regional brand, increase brand value, and promote restructuring and upgrading of industrial clusters, Zhejiang Province has been focused on building international brands in recent three years. Therefore, the study of construction of regional international brand has important theoretical and practical significance.Taking the industrial clusters of Zhejiang Province as the research background, this study uses the method of combination of theory and empirical research to research the factors of the construction of regional international brands. This article first cards the theory of industrial clusters, regional brands and regional international brands. On this basis, through analyzing the industrial clusters and regional international brand in Zhejiang Province, and collecting relevant data from the Zhejiang Economic and Information Commission, an empirical analysis on the impact of regional international brand-building is carried out. Research shows that cluster development scale, technology research and development (R&D) level, and public support are the main factors which impact the construction of regional international brand. The empirical results also turns out that cluster development scale and technology R & D levels have a significant positive impact on the construction of regional international brand, however, public support has a certain negative impact. In addition, this study also analyzes the typical cases of the region international brand at home and broad, and proposes three construction paths for Zhejiang Province in building regional international brand as follows:"Excellent quality and variety Production and sales matching-Expand exports", "Emphasis on R & D and talents-Nurture innovation environment-Improve product value", and "Create and nurture brand companies-Explore the international market-Conduct public marketing campaign". According to research findings, the paper finally put forward specific proposals for the construction of regional international brand in Zhejiang province.