Research On Regional Brand Strategy Of Nankang Furniture Based On Industrial Cluster

As the deepening of the reform and opening-up policy, our country’s economy have made substantial progress, Nankang furniture industry is a typical epitome of the development of the economy.After 20 years of development, “Nankang furniture” industry has grown into a national base of furniture wholesale and processing. In the year of 2014 it was named as the middle- province’s largest furniture production base. However, “Nankang furniture” industry also faces all sorts of bottleneck as well as being in rapaid development, especially the furniture enterprise’s brand management is still in the initial stage, and the regional brand construction based on industry cluster has just started. Study the development strategy of “Nankang furniture” regional brand can not only help to improve the existing regional brand, but also provide some help for our country’s other furniture producing region in cultivating typical industrial cluster and creating characteristics of regional brand and the development of local economy, etc,.This paper, based on the theory of industrial cluster and brand management, with “Nankang furniture” industry cluster as the research object, systematically reviews the domestic and foreign paper on the issue of industrial cluster and regional brand related to the paper, and defines the basic concept and analyzes the interaction between industrial clusters and regional brand. This paper also analyzes the present situation and development course of “Nankang furniture” industry, mainlly analyzes the main problems of present “Nankang furniture” industry cluster. It also raises ideas to “Nankang furniture” industry cluster brand creation and the development countermeasures and suggestions, from the aespects of playing enterprise’s main role, promoting regional brand enterprise brand, strengthening the coordination between cluster enterprises organization, guiding enterprises to build their own culture, increasing technology research and human resources investment, giving full play to the role of the government and industry association, etc. in order to promote the development of “Nankang furniture”regional brand.