The Research Of Regional Industry Brand’s Communication Strategies

According to the "Made in China 2025" plan,the country will focus on promoting the development of small and medium-sized enterprises of industrial clusters.As a result,the government has made a detailed schedule to achieve the goal.In the modern society,"popular entrepreneurship and innovation" has became a common phenomenon,the government has established the Hacker Space、technology business incubators and so on,a great number of entrepreneurs and small enterprises moving into these emerging space.Small and medium-sized enterprises of industrial clusters has become a outstanding feature at present.It is the common view that the development of industrial clusters ought to own the production factors,such as the technology、talents、information、fund and service,and optimizing the allocation of resources and development environment.Besides,brand popularization plays an important part in the development of industrial clusters,which largely enhances enterprise competitiveness and expands influence of audience.Especially the clothing industry,as the traditional labor intensive industry,requires China to improve its infrastructural level from "made in China" to"created in China".During the research for this subject,a large number of home and abroad references and practices which related to regional brand and clothing industry have been consulted,the concept of regional brand and the strategies of clothing industry’ s brand communication are made.Take the Jimo clothing industry as an example,analyzing its regional brand communicate strategies,such as audience、communication environment、communication channels……By interviewing with executives,the current situations of Jimo clothing industry’ s brand communication are grasped.By combining regional brand popularization with Seoul、London、Paris、New York、Milan、Shishi and Shenzhen,advanced experience has learned and found the advantages of Jimo clothing industry’ s brand communication.This article takes the Communication as the theoretical framework,considering Management、Economics、Sociology and Psychology,which would make a contribution to brand communication studies.Moreover,it has certain reference significance to other regional brands,local government and garment industry association.