Study On Sustainable Development Of Regional Brand In Industrial Cluster

Industrial district is an important model of the regional industry development. Nearly twenty years' gestation and development, cluster brands have been formed in many industrial districts in China. As important as the enterprise brand, cluster brand could supply product information to customers, affect customers' mental favor, make customers be apt to consume the products of cluster, and then provide advantage for the industrial district. However, on account of the common property idiosyncracy, the enterprise may overuse, even abuse the cluster brand. On the condition of information asymmetry, cluster brand would downgrade, and cause the industrial district subsidise even die out.At the theory section, this aritle use the analysis methods of property economics, and take common property leading to rent clear off as basical theory. Analyse the phenomenon of cluster brand abusing and the aftereffect. We aslo use information economics to demonstrate the cause and manner of cluster brand depravation. Finally, we use information economics, property economics and industry economics to demonstrate that enterprise brand cultivation can resolve the problem of cluster brand.At the demonstration section, this article quote "jinhua Ham","shaoxing rice wine" and "yongkang steel cup"as the cases, and take dynamic research on the "wenzhou shoe leather" cluster brand at the last section.First, This article define cluster brand, cluster brand asset on conception, and analyse the property character of cluster brand. Then use gamble and property economics to analyse the phenomenon of cluster brand abuse deeply, and discuss the aftereffect.Second, we analyse the risk of cluster brand depravation. Because the cluster brand is common peoperty, the opportunism would appear on the condition of information asymmetry, the cluster brand would deteriorate quickly. We also use the Akerlof "lemon market" model to analyse the process of cluster brand depravation. The third, on the basis of the real world observation, we find that cluster brand on the support of enterprise brand isn't abused and deteriorated easily. We bring forward the viewpoint that clutivating enterprise brand to reslove cluster brand problem, analyse the factors which influence the enterprise brand in industry district,and demonstrate the mechanism of cultivating enterprise brand to reslove cluster brand problem.At last, this article bring forward some advices according to the problem of cluster brand usage. We take "wenzhou shoe leather" as a case, review and analyse the process of cluster brand's origination,deterioration and upgrade.