The Regional Brand Construction Of Industrial Cluster And Demonstration Research

As a special regional economic development organization, the industrial clusterwith its unique advantages promotes the development of regional economy rapidlyand healthy. At present, there have been a number of domestic and foreign industrialclusters with strong competitive advantage, for example, the so-called "The ThirdItaly" which is in the central and north-eastern parts of Italy, the electronic industrialcluster of U.S. Highway 128 and Silicon Valley, the perfume bottle industrial clusterof France Bresles Valley, Zhongguancun electronic industrial cluster of Beijing, thefootwear industrial cluster of Jinjiang. Compared with those foreign industrialclusters with global impact, the impact of China's industrial clusters and brandrecognition is not high enough, the number of the global industrial clusters in ourcountry is small. For promoting the development and global reputation of ourcountry's industrial clusters, we should build up the regional brand of industrialcluster, besides take advantage of all kinds of resources which are from the industrialcluster or not. The elegant brand effect can make the industrial cluster develop welland improve the whole competitive strength.As one member of the brand, the regional brand has the general nature of thebrand, which is unique and easy to be distinguished. The regional brand couldchange consumer psychological preference, impact consumer behavior, make theconsumer tend to buy the products which come from one certain regional industry,provide favorable conditions for the development of industrial clusters. The regionalbrand not only improves the whole competitive strength of industrial cluster, putsforward some new requirements for the industrial cluster, but also facilitates thedevelopment of enterprise brand and product brand, upgrades the industrial cluster,constructs the international industrial cluster. The medium-small enterprises in theindustrial cluster which rely on the influence strength and reputation of the regionalbrand can improve the sale quantity of product, decrease the sale costs and increasethe profits. The medium-small enterprises further boost up the whole influence and strength of the industrial cluster and enlarge the reputation of the regional brand.Therefore, constructing the regional brand can harmonize the contraction ofindustrial cluster, enhance the production and quality standard, be propitious toagglomerate industrial cluster and improve the competitive strength of the industrialcluster.Few foreign scholars have studied the regional brand construction of industrialcluster. Although the domestic scholars have studied the regional brand fromdifferent perspectives, the theory of the regional brand is not perfect. For perfectingthe theory of the regional brand, this article carries out analysis and research basedon correlation theory of industrial cluster and regional brand, utilizes many kinds ofresearch analysis which includes system analysis, comparative analysis, qualitativeanalysis and quantitative analysis, and so on. The article also analyzes theconnection which is between the industrial cluster and regional brand, expatiates thebasic content of regional brand construction of industrial cluster. Taking the Textileand garment industrial cluster of Jinjiang as an example, analyzes the presentsituation of regional brand constrction of Textile and garment industrial cluster ofJinjiang, puts forward some corresponding countermeasures to the regional brandconstruction of Textile and garment industrial cluster of Jinjiang which consults theforegoing theory which belongs to the article. The main contents of the paper arelisted as followings:The first chapter is introduction, which sets forth the significance andbackground of this study, analyzes the current analysis situation home and abroad,sums up the research route and research methods.The second chapter reviews the related theory of industrial cluster and regionalbrand, analyzes the characters of regional brand, carries on the classification to theregional brand.The third chapter points out that the industrial cluster is ideal carrier of theregional brand construction, indicates the industrial cluster is easier than othereconomic organization to generate regional brand. Furthermore, the paper points outthe regional brand construction influences and accelerates the development ofindustrial cluster.The fourth chapter is the life cycle of regional brand of industrial cluster. Itsums up the characteristics of the different stages of the development of industrialcluster, consults the "The industrial criterion of the special regional honorary title ofthe china light industry", points out the conclusions that the regional brand is boredat the in-depth development and mature stage of industrial cluster. The paperanalyses the relevance of the industrial cluster and regional brand and therelationship of the industrial cluster and regional brand from the perspective of thelife cycle.The fifth chapter is the regional brand construction of industrial cluster. It is the most important part in the paper, as well as analyses the process of building aregional brand perfectly from the regional brand management agencies, regionalbrand culture, regional brand positioning, the crisis management of the regionalbrand, regional brand being international, etc.The sixth chapter is the example study of regional brand construction of Textileand garment industrial cluster of Jinjiang. The paper analyses the situation ofregional brand construction of textile and garment industrial cluster of Jinjiang,combines the theory of the paper, puts forwards some suggestions for the regionalbrand construction of textile and garment industrial cluster of Jinjiang.The paper has three major innovations:The first innovation: sums up the characteristics of the different stages ofdevelopment of industrial cluster, consults the "The industrial criterion of the specialregional honorary title of the china light industry", points out the conclusions that theregional brand is bored at the in-depth development and mature stage of industrialcluster.The second one: The paper constructs one more comprehensive and systemicregional brand construction system of industrial cluster. It also points out the role ofthe government, guild and enterprises in the process of the regional brandconstruction, further points out the government is the main role, the guild andenterprises are the subordinate role.The third one: The paper points out the developing stage of Textile and garmentindustrial cluster of Jinjiang by using the quantitative anaysis, obtains the Textile andgarment industrial cluster of Jinjiang is at the in-depth development and mature stage.The paper analyses the situation of regional brand construction of textile andgarment industrial cluster of Jinjiang, combines the theory of the paper, putsforwards some suggestions for the regional brand construction of textile and garmentindustrial cluster of Jinjiang.Because the government, the guild and the enterprises which are in the interiorof industrial cluster all influence the regional brand construction, so the regionalbrand construction is complex. Studying the foreign elegant construction example ofindustrial cluster and constructing some industrial cluster home which hasinternational influence and market share are our focus and topic.