Research On The Developing Strategy Of Regional Brand Based On Industrial Cluster

In the era of economic globalization, the global liquidity and free configuration ofresources and elements give both to the growing industry gathering area with thelocation advantages. Industrial clusters through specialization and division of labor, tostrengthen the complementary strengths of the enterprise, continue to integrate,optimize the industrial structure, lower transaction costs, enhance the region's overallcompetitiveness, but also continue to attract the attention of the theoretical circles.Become an integral part in the regional economic landscape, the color is gorgeousmosaic.Through 30 years of reform and opening up, China's industrial economy hasachieved fruitful results, while the invaluable contributions of all this behind industrialclusters. But just the same time for complacency and we revel in the title of "WorldFactory", a sudden financial crisis swept to long-standing reliance on "OEM" Chineseenterprises are facing a severe test of survival, a large number of enterprises and evencluster have been closed down or struggling to protect themselves. Therefore, Chineseenterprises and industrial clusters, and how to achieve the transformation from OEM tobrand operation occupies the value chain have a more far-reaching significance.Industrial clusters, regional brand building has become a hot topic of regionaleconomics and economic geography in recent years.This article is based on the regional economics perspective, the integrated use oftheory and methods of economics, management science, sociology and geography,industry cluster-based regional brand, system analysis and depth. Fragmented views ofthe scholars at home and abroad collected summarized the ideas and vision of theregional brand building in China's industrial clusters, to provide useful theoreticalguidance and policy advice for industrial clusters upgrading of and regional brandconstructing. At first, this article combined and summary review of the literature of industrialclusters and regional brand, involved in the basic concepts defined, has laid a solidtheoretical foundation for subsequent studies. Next, we analyzed the interactionbetween industrial clusters and regional brand: industry cluster is formed on the basisof regional brands, and are conducive to the establishment of regional brands,communication and maintenance; regional brand, once established, will promoteindustrial clusters and regional economic development, while contributing to theupgrading of the structure of the industry cluster to achieve. We also use the SolowEconomic Growth Model analyzed the promoting effect that regional brand to theindustrial clusters and regional economic growth; using improved Krugman Model toanalyzed the co-evolution effect of industrial clusters and regional brands, and reachedthe regional brand external crucial role in the evolution of industrial clusters, "theconclusion.The creation and maintain of regional brand is facing many problems. This paperused Game Theory to analyze how the enterprise make a choice between its own brandand regional brands, as well as the basic conditions for enterprises to create a regionalbrand. Analyzed the causes of opportunistic behavior in the process of enterpriseco-operation of a license for the use of Cobb - moral Las production function and gametheory; using improved Akerlof Model to analyze the causes and hazards of the lemonmarket; Finally, using repeated game model that added third party to illustrate the roleof government and industry associations in the governance of corporate opportunisticbehavior and the market for Lemons.Appropriate cultivation model with appropriate conditions is a key factor in theformation and development of the regional brand. From the internal structure of thefirm size and mutual relations, as well as regional brand point of view of the growingenvironment and the external driving force, the mode of cultivation of the regionalbrand: Network type - Wei type, resources, relying on type and external forces topromote the four classes. On the case of each type of empirical analysis, theestablishment of this mode, the logistic growth model, concluded that the equilibriumconditions of a license of the enterprise co-operation in this mode. At the end of the article, we suggested the industrial clusters to establish regionalbrands from the internal structure and external environment, including: full play themain role of corporate brand to promote regional brand to strengthen the coordinationbetween the firms in cluster organization, the use of the characteristics industrial parkto complete the integration of regional resources, to strengthen the regional brand tosupport the field of the external environment, give full play to the role of governmentand industry associations from the market and innovation.