Research Of Brand Development Of China's Industrial Clusters

There has been rapid development of industrial clusters in China recently, but the brand building of industrial clusters has been overlooked by the parties. In theoretical circles, many studies have focused mainly on firm brand and product brand, while it is almost non-existent on cluster brand. In this paper, a combination of industrial organization, marketing, regional economics theory, the author conducts a number of exploratory studies to the development of China's industrial clusters.This paper describes the theoretical results for the development of cluster brand and introduces the concept of industrial clusters, especially analyzing the relationship between cluster brand and firm brand, which is a key to solving the problems of who is the best manager of industrial cluster brand. After emphasizing the great significance of cluster branding to industrial clusters and China's overall economic foundation, the author reveals the development of cluster brand in China and its existing problems.By analyzing these situations, the author summarizes the three outstanding issues on the brand of China's industrial clusters, which are how to identify managers, development models and strategies. It is actually about the brand of China's industrial clusters - who will do it, how will they do it, and what to do - the three problems, and the following sections are written according to this logic. Then the author discusses the issues' solutions, which form a basic framework for the development of our industrial clusters' brands.First, it is about the discussion of the manager on China's industrial clusters brand. In this section the author profoundly analyzes the possibility and feasibility that the government, trade associations, pillar enterprises and cluster brand management companies are the managers of the cluster brand, particularly discussing the form of establishing a brand management company as the manager of a cluster brand, which the writer believes is the best form.Second, this section is about the brand development model of China's industrial clusters. Based on brand awareness of the cluster brand and firm brand, the author re-classifies industrial clusters. After the breakdown, according to the different characteristics of different industrial clusters, the paper explores three roads to developing the cluster brand which are brand-oriented clusters, brand-oriented enterprises and developing the cluster brand mainly, supplemented by firm brand.Third, it is about the brand development strategy of China's industrial clusters. In the development strategy of industrial clusters' brand, the writer includes brand positioning, implementation, maintenance and innovation, which is a systematic project. In this section, the author discusses each of these four perspectives in detail and points out a lot of practical ways to solve the problem of brand positioning, brand recognition, guarding against the cluster brand risks, and brand innovation.Finally, the author comes to his own conclusion, and then in the light of his research perspective, he indicates some of the issues about the cluster brand which is yet to be explored in depth.