The Research On The Regional Brand Promotion Strategy Of "FoShan Ceramics Industry"

During the 40 years of reform and opening-up,China's industrial economy has achieved fruitful results.With the overall improvement of China's economic level,China has become a global manufacturing power,and provided all kinds of products to the world by virtue of its huge capacity advantages.Foshan ceramic industry has formed the advantage of industrial cluster in the Pearl River Delta region of China.After decades of rapid development,a number of excellent enterprise brands have been born.However,ceramic industry is a typical traditional industry with low added value and high resource input.Under the background of industrial structural adjustment,how can China's ceramic manufacturing industry get out of the puzzle of“low end industry”? A large number of enterprises are facing the situation of rectification,relocation and even bankruptcy.For ceramic cluster industry,they are of far-reaching significance to how to achieve industrial transformation and upgrading,from low-end manufacturing to brand operation,and improve the added value of products.Regional brand building of industrial clusters is one of the ways to optimize the transformation and upgrading of enterprises.For ceramic cluster industry,how to achieve industrial transformation and upgrading,relying on brand operation,from low-end manufacturing to brand operation,enhance brand image,and create international ceramic brand is of great significance.Based on the perspective of regional industrial clusters,this paper makes an analysis and in-depth discussion on the regional brand based on the formation of industrial clusters.Firstly,it reviews the basic concept of regional brand,combs the research status of regional brand at home and abroad,and analyses the relationship between regional brand promotion and cluster industry chain promotion based on the demand of cluster industry regional brand promotion and enterprise development.Then it studies the status of Foshan ceramic industry regional brand promotion,and uses SWOT analysis method to analyze the existence of Foshan ceramic regional brand promotion.The advantages,disadvantages,opportunities and threats are analyzed.In view of the problems in the promotion of regional brand,the following suggestions are put forward: strengthening the participation and cooperation of large and small enterprises in the promotion of regional brand of Foshan Ceramic Industry,jointly creating and maintaining regional brand,strengthening the enterprise's control over product quality,creating high-quality products,and enhancing the reputation of regional brand.At the same time,the government and trade associations should coordinate and organize the construction and maintenance of regional brands,formulate regional brand management rules,restrain the illegal acts of enterprises damaging regional brands from the system,and jointly create a good business environment and reputation of regional brands.