The Regional Brand Construction Of Industrial Cluster

Under the circumstance of economic globalization, the competition between the districts becomes the main form of the international competition, the industrial clusters also becomes the main form and characteristic of the contemporary economic development. The competition between nations or enterprises has also transformed into the competition between the industrial clusters of districts. The development of the industrial clusters not only needs numerous product brands, enterprise brands as well as industry brands, but also needs a district whole brand, representing the whole image of a district (clusters), namely district brand. To cultivate the industrial clusters with local characteristic and make a district brand with high popularity and fine reputation has become the primary mission of every nation and local government. Compared with those foreign industrial clusters with global impact, the impact of china's industrial clusters and brand recognition is not high enough, the number of the global industrial clusters is small. For promoting the development and global reputation of our country's industrial clusters, To build effective regional brand is one of the ways. The elegant brand effect can make the industrial cluster develop well and improve the whole competitive strength.This paper reviews and summarizes the concept, characteristic andrelevant theory of the industrial cluster and district brand, comes up the district brand contained element. It classifies the district brand representation form, analyses the relationship between product brand, enterprise brand and district brand. In the meanwhile, comparison, qualitative analysis and quantitative analysis are used as diversity research methods, the relevancy between industrial cluster and district brand are analysed, which concludes that the industrial cluster can help and create the district brand easier than other economic organization. The important purpose of building the district brand for industrial cluster is to have the district brand influence push the cluster development. The relevancy analysis between industrial cluster brand and district brand lifecycle make the conclusion that the district brand grows up when the industry cluster is developed and mature. For the development situation and problem of the district brand of our national industrial cluster, according to the foreign successful case, the suggestion is to clarify the district brand core, strengthen the district brand management, use the advantage of agency and enterprise, have innovation to push the district brand development. And the district brand potential risk is analysed, the risk prevention means are advised. Finally the paper have the district brand of Xiaoshan steel construction industrial cluster as sample, analyses its success and problem, for its district brand development, the paper suggest speeding up to develop the industrial cluster, paying more attention to district brand management and advertisement, promoting all the enterprises brand, improving the international competition ability of district brand, improving the district brand service system, this research have practical significance for the district brand building of our country industrial cluster.