Research On The Influencing Factors Of The Cluster Brand Development Strategy Of The Textile Group

In the initial stage of enterprise reform and industrial structure adjustment in our country, the enterprise group of a certain scale, taking one or several large state-owned holding enterprises as the core, sharing assets as a link, composed by a large number of enterprises, is still relatively common. However, such an enterprises group is the integration of assets. Its scale and benefits can only achieve a simple superposition effect,not the optimization of industrial structure, or the cluster integration of industrial chain.The core competitiveness of industrial clusters cannot be formed, the advantages of division and cooperation of industrial clusters cannot play, and the overall brand effect cannot be achieved. These lead to extremely wasteful of industrial conditions and brand resources. Therefore, this study hopes to learn from the formation of industrial chain enterprise cluster and cluster brand strategy to transform the group. So we should study the influence factors of the cluster brand development strategy of the group.Based on this, this study has mainly done the following analysis and research:( 1) Firstly, by consulting the existing research and discussion on the influence factors of cluster brand strategy, a large number of relevant theoretical literature, through grounded theory combined with Nvivo10 software for pen encoding, spindle encoding,selective encoding and theoretical saturation testing, we found 182 concepts, forming 12 categories, and finally concluded 3 main categories, and through the Nvivo10 software output encoding logic diagram.(2)Through the analysis of the difference between the cluster based on the cluster brand and the group, the relevant factors are added. In theory, the basic environment, the relationship network and the enterprise situation are determined as the three major factors which influencing the development of cluster brand strategy. The basic environment includes: geographical location, resource elements, cultural deposits, economic development, market conditions; The relationship network includes: organization structure,support system, industrial chain collaboration, link ties, resources allocation; Theenterprise situation includes: enterprise products, enterprise brand, enterprise innovation,entrepreneurial spirit, business philosophy.(3)To carry on the relationship hypothesis of the factors, a total of six hypotheses were proposed: The basic environment of group has a significant positive impact on the cluster brand strategy; The relationship network of group has a significant positive impact on the cluster brand strategy; The enterprise situation of group has a significant positive impact on the cluster brand strategy; There is a significant correlation between the basic environment and the relationship network; There is a significant correlation between the relationship network and enterprise situation; There is a significant correlation between the enterprise situation and the basic environment. Then a theoretical model was established.(4)Conduct an questionnaire survey, using AMOS20.0 and SPSS20.0 analysis data,testing and modification theory model, and ultimately determined an influence factor structural equation model of the cluster brand development strategy of the Group. And found the basic environment, relationship network and enterprise situation have significant positive effect on the cluster brand strategy, standardized regression coefficient were 0.87,1.26 and 1, and there is a significant correlation between the basic environment,relationship network and enterprise information.(5)Finally, to verify the theoretical research, choose the Shanghai Textile Group as a case, analyze its current situation, assess it by using the fuzzy comprehensive evaluation method. Found that the Shanghai Textile Group in the relation network index score slightly lower, and the other two indicators are not high, Shanghai Textile Group in the organization structure, industry chain collaboration and resource allocation have the lowest score, these are the problems of the Shanghai Textile Group in the cluster brand cultivation.According to the problems put forward the corresponding countermeasures and suggestions. Provide a reference for the cluster brand development strategy of Shanghai Textile Group which leading Shanghai textile and garment industry.