Based On The Perspective Of Industrial Cluster Regional Brand Construction Research

Industrial cluster has become the important carrier of regional economy and evennational economic development in the market increasingly competitive global economy. Withthe arrival of knowledge economy and the development of the industrial cluster life cycle, thedevelopment of industrial clusters by the favorable location factors, natural resources, thegovernment’s support of these tangible factors to the concept of regional leaders, coordinationof regional resources and intangible factors such as technology innovation ability. Regionalbrand which played as important intangible factors of industrial cluster development becomesan important power for the further development of the industry cluster. Establishing theregional brand of industrial cluster, which is beneficial to activate the inner dynamics of thedevelopment of the industrial clusters, as well as promote internal industry cluster enterprise’sbenign competition, and raise the core competitiveness of industrial cluster.Especially sincethe18th Party Congress, the government will adjust the structure of economy as the maindirection, and put forward to accelerate the upgrading and transformation of traditionalindustries. In a report this year NPC and CPPCC pointed out that innovation is the motivepower to speed up the adjustment and transformation,also promoting China’s industrialclusters to the key high-end jump in global value chain. As an important content of theinnovation of construction of upgrading cluster image of theregional brand, for promoting thetransformation and upgrading has acceleration effect. Therefore, from the perspective ofindustrial cluster brand research area is of great significance.This article selects round city garment industry cluster in Hebei province as the researchobject, using the method of theoretical research and statistical analysis, through to the roundcity garment industry cluster area of the investigation of the status quo of the brand.Thecurrent situation of Rongcheng clothing found the regional brand construction is notoptimistic, especially between the regional brand awareness is weak, the low degree of cultureof enterprise personnel, enterprise cooperation consciousness, government and industryassociations to play a role as well as insufficient problem, and connecting with the actualsituation put forward the corresponding policy recommendations. This paper firstly introduces the interactive relation between industrial clusters andregional brands and related theory, then from the cluster within the enterprise, governmentand industry association three aspects in this paper, the influence factors of the construction ofthe regional brand, for the following round city clothing provides the theoretical foundation ofthe investigation of the status quo of the regional brand construction. The fourth chaptersummarizes the round city garment industry cluster development history and the presentsituation of the regional brand, and through the questionnaire of round city area of clothingbrand strategy implementation situation, the existence question has carried on the empiricalanalysis. Finally the problems from the cluster within the enterprise, government and industryassociation three aspects put forward the corresponding policy recommendations, proposed"the enterprise as the main body, the government as the leading factor, industry association toguide" for the overall construction train of thought.