Brand Building Of Fuzhou Slippers Cluster

Industrial cluster is criteria to local economy development. And cluster brand is of importance to the development of industrial cluster. While enlarging scale and reinforcing power of a cluster, it can also provide those enterprise brands within the cluster a well-being platform and space. Meanwhile, these enterprise brands will strengthen the cluster brand's influence.This paper is analyzing the reality of Fuzhou slippers industrial cluster. This cluster is mainly composed of middle or small size factories with lower level products; and shows less cooperation and communication among factories, but great competition; and a bigger slippers exportation place without scale effect. And those manufactures in the cluster have less creativity and brand awareness. Moreover, it's hardly for us to find some famous brands and feel brand image of the cluster.It is referring operation experiences of cluster brands in other regions, and combining with status of Fuzhou slippers cluster and conditions for cluster brand establishment, so as to put forward a better method for cluster brand construction. Considering the cluster's conditions, this paper draws out a conclusion that constructing its cluster brand should follow these steps: firstly, the manufactures should improve their product quality and brand awareness, and set up brand awareness and have the willing to found brand; secondly, the industry association should be responsible for establishing a positive image of cluster brand, and support those enterprises to solve problems coming across during branding construction; thirdly, local government should draw up policies for industrial cluster, hence completely construct cluster brand.