Research On “Made In Zhejiang” Place Brand Building Of Equipment Manufacturing Industry In Zhejiang Province

Equipment manufacturing is one of important pillar industries in the development of industrial economy in Zhejiang province.It is an important driving force to promote economic growth,industrial transformation and upgrading of Zhejiang province.Since the reform and opening up,Zhejiang Province adjusts the structure of the equipment manufacturing industry by making full use of mechanism and system advantages,like the first mover and coastal-port-location advantage,and has gained remarkable achievements.However,considering the situation of increasingly fierce market competition,the integration brand marketing,we should construct brands for industrial enterprise: by cultivation the enterprises brand to improve the core competitiveness of industrial enterprises,making Zhejiang Province equipment manufacturing industry have more competitive advantage than other provinces’,and the "Made in Zhejiang" as the origin of the brand advantage.Therefore,the in-depth study of the driving factor and the current stage problems for brand of origin in Zhejiang manufacturing industry is particularly important.This study begins with a review of the basic running situation of Zhejiang Province equipment manufacturing industry and the current development of its brand.On the bases of that,the study analyzes its bottleneck factors,compares Zhejiang with other provinces,cities of the equipment manufacturing industry brand construction status,and learns advanced related experience from developed countries on the topic “Origin Manufacture” when setting the path of own brand development in Zhejiang manufacture industry.Based on fact research above,the study refers the brand engine model,and re-setup industry product brand equity engine model with four dimensions: product quality,service quality,company reputation and relationship identification.The model runs empirical research through in-depth interview and questionnaire survey within enterprises,deconstructs the specific driving factors of Zhejiang Province equipment manufacturing industry brand asset,and give weights of these factors on the purchaser and to explore the mechanism of brand cultivation.In addition,the study constructs brand stage evaluation indicators from the scale of strength and brand competitiveness,to judge the periods of equipment manufacturing industry brand,and compared with other provinces and cities within the country.Finally,on the basis of the above research,the study gives reasonable suggestions on the “Made in Zhejiang” strategy of brand construction from the enterprise,industry associations and government for the equipment manufacturing industry of Zhejiang province.