| Industrial cluster is an important phenomenon in the world now. In some developed cities and towns of our country, like Zhejiang, Guangdong and Fujian province, enterprise cluster, with more than ten billion yuan or even nearly one hundred billion yuan output value, is the most active force in county economy and the main force in regional economic development. It is the industrial cluster that is quite well-known, with large production scale, high level production and better industrial supporting, being a major feature of coastal economic development.However, there is very few loud regional brands. Creating regional brand and making industrial cluster bigger and stronger is an effective way to expand county economy rapidly and coordinate development between urban and rural areas and regions. We have been in WTO. In the fierce international competition environment, the international image of our products is poor. Then how to guide regional industrial cluster to establish regional brand is particularly important. Regional brand is the industrial product that has considerable size, high production capacity, high market share and influence in some geographic area.Through the region's long-term norm business operation, good product quality and comprehensive and thoughtful service, good reputation is built up, leading to consumers'trust and loyalty to all the manufacturers producing similar products in the region. Regional brand is the result of many enterprises'competitive cooperative game, condensed and refined of much corporate brand essence, with broad and sustained brand effect.Regional brand construction is not only a technological revolution and marketing strategy of regional economy, but also a strategic innovation, playing an irreplaceable role in enhancing regional industrial competitiveness. While what is the meaning of the regional brand? What is the key element of building regional brand? How does various elements affect regional brand? What is the position and role in brand building? And what is our way to build regional brand? The paper looks forward to providing some useful perspective for people seeking answers to the above questions further.Chapter two: Theoretical research summary on regional brand of industrial cluster. This chapter discussed the definition, characteristics and classification of industrial cluster, the connotation and trait of band and regional brand, and the type and role of regional brand. This chapter thought that industrial cluster is a group formed by business, professional provider, service provider, industrial manufacturer and relevant agency geographic concentrated in specific areas, which has some traits like geographic concentration, rooted, specialization, network and self-organization. It believed that regional brand is the regional product image and co-brand with high reputation, being regional, industrial characteristics and brand effect. Regional brand has six traits: advanced, cumulative, related sexual, symbiosis, persistent and widespread. Enterprise brand is formed on the basis of regional brand and the latter is more durable than the former, which is a valuable intangible asset.Chapter three: Regional brand construction key elements analysis of industrial cluster. Based on Porter's"diamond"model, key elements of regional brand construction can be reached, that is to form effective competitive cooperation mechanism between enterprises in industrial cluster, to build external support system including market service system, technology development system, innovative network system and government support system. These elements are interlinked and interacted with each other, together constituting the foundation for building regional brand. Among them, the market service system is the prerequisite, the technology development system is support, regional innovative network system is the foundation and the government support system is the environmental condition.Chapter four: The ways of building regional brand in industrial cluster. Firstly, it analyzed the status and existing problems of our regional brand construction, mainly including not strong awareness of regional brand; not clear of regional brand property right; not enough protection and innovation; lack of international band awareness; low management and operation level and lack of talent. Then in light of these problems, it provided the way of building our regional brand, including establishing creation, maintenance and development system of regional brand construction; developing regional brand management standards, clearing property rights ownership and strengthening relevant organizations'development to regional brand; emphasizing on developing talents and changing enterprises'concept of competition and cooperation.Chapter five: The case studies of Shengzhou tie regional brand in industrial cluster. The formation of Shengzhou tie regional brand has some key elements. The external factors include historical factors, geographical factors, macro factors, government's innovative activities, technology leadership and trade association. The internal factors mean that enterprises in industrial cluster devise reasonable and collaborate closely, greatly improving labor productivity through division. However, there are some problems in the construction of Shengzhou tie regional brand.The innovation: The content of this paper is new. Now the research on regional brand lack of theoretical study. Some scholars of this field put forward the advantages of regional brand with specific industries and the its developing need. Few make a detailed study on the key elements of our regional brand construction.Based on analyzing the theory and key elements of regional brand in industrial cluster, it specifically provided the problems and made our way to building regional brand. |
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