Study On The Regional Competitiveness From The View Of Brands

The brand is a kind of value contract which is formed between the enterprises and consumers, and it is the fifth important resource except human resources, goods, capital and information for the enterprise. Today, the world economy is stepping into the Brand Economy Time from the Goods Economy Time, and the market competition is evolving into the brand competition from the goods competition. The brand is becoming the key competitiveness factor and the main profit source of enterprises. Enterprises are the main part of regional economy, and brands, which are rooted in enterprises, can exceed the scope of enterprises and become the key factor of regional competitiveness. The thesis studies brands and try to give another explanation of regional competitiveness from a new view. Through analyzing the Top 500 Brands in the World & the Top 500 Brands in China in 2006, and the relationship between brands and national & regional competitiveness, this thesis gets the following conclusions between brands and regional competitiveness: 1) brands are the source of regional fortune creation; 2) brands are the way to optimize regional industrial structure; 3) brands are the means to set up regional image; 4) brands are the reflection of regional marketing; 5) brands are the carrier of regional innovation; 6) brands are the method to prolong regional life cycle; 7) brands are the symbol of urban internationalization.The thesis is composed of 7chapters. Chapter1 is on the background and review of the study, and on the source of data and its evaluation. Chapter2 defines the brand & the key factor of regional competitiveness, analyses brands and regional competitiveness from economics, and expounds theoretical meaning of the study. Chapter3 analyses the national distribution and industrial distribution of the Top 500 Brands in the World, compares them with the World Top 500, and makes correction analysis between brands & national competitiveness. Chapter4 sets Beijing and Shanghai as an example, explains the choice of location and the industrial distribution of world brands in China, and predicts 2 trends of their development. Chapter5 analyses the regional distribution, value distribution and industrial distribution of the Top 500 Brands in China, studies the development of regional top-brand, expounds the brands distribution in the main 10 megalopolis, and makes correction analysis between brands & urban and megalopolis competitiveness. Chapter6 gives an overall summary between brands and regional competitiveness. Chapter7 is on the problems during the development of independent brands, analyses the reasons and gives corresponding counter-measures.