Study On Building And Management Of "Shenzhen Jewelry" Regional Brand

As the inevitable product of industrial cluster development, regional brand is the core competitiveness of industrial clusters and represents an industry cluster and the main product image. After 30 years of development, Shenzhen jewelry industry cluster has been formed, and occupied the domestic processing trade jewelry for more than 70% market share for many years. However, the cluster is also facing low market position, not high profile issues etc. Create "Shenzhen jewelry" regional brand is a great opportunity for upgrading of the jewelry industry chain in Shenzhen, and improving market visibility and reputationFirstly, this paper firstly introduces the background of historic development from the entities of Shenzhen jewelry industry and operation philosophy respectively, and then represents some ideas and practices for the planning and construction of regional brand of Shenzhen jewelry. Secondly, the paper analyzes the basic of industry cluster for the regional brand construction, and necessities and use for the regional brand construction based on the investigation of the brand original theory. The survey found that jewelry origin image of consumers on the Shenzhen and Hong Kong jewelry brand has a quite different. The former was significantly lower than the latter, so there is need to build "Shenzhen jewelry" regional brand to promote its brand image origin. Then, using SWOT Shenzhen to analyze the regional brand building and management, we found that construction of "Shenzhen jewelry" with a regional brand-building industrial base already has the advantages. There are also members of the regional brand companies such as lack of scale and backward system weaknesses, but also with domestic market demand and other opportunities. The international jewelry giant squeezes idle threat to survival. Finally, the paper put forth with use of advantage to seize the opportunity to make up for inadequate response to the threat and the use of regional brand building and management effectiveness evaluation of improvements. As a pioneer city of China's reform and opening up, Shenzhen has been the benchmark for our economic construction. When China is faced with upgrading the industrial chain from "manufacturing" to "create" an important opportunity, Shenzhen has already relied on reform and opening up development of 30 years. The jewelry industry in Shenzhen has been formed in clusters based on the proposed construction of "Shenzhen Jewelry "regional brand, which is in Shenzhen and throughout China with great significance. Therefore, analyzing in-deeply construction and management work of the regional brand"Shenzhen jewelry " in Shenzhen, it can provide a reference for other regional economic development and industrial upgrade chain, which has strong promotional value.