Research On Regional Brand Construction Based On Enterprise Cluster

On the basis of previous studies, this paper focuses on three perspectives, that is the regional brand of socio-culture base, the main game playing of regional brand Construction (RBC) process, the attribute of regional brand and the maintenance of RBC. Taking Zhejiang Datang Socks regional brand construction for example, the paper analyses the mechanism of RBC and thus puts forward the ideas and measurements of the RBC.Firstly, the paper combs the relationships between regional brand and enterprise cluster, and then points out the regional brand is the product of the development of enterprise clusters. On one side, the regional brand-building promotes the growth of enterprise clusters; on the other side, the enterprise brand not only plays a supportive role to the regional brand, but also brings the birth of a new enterprise brand. Regional brand-building is on the base of the joint interaction between enterprises based on the socio-culture of the enterprise clusters. Social network paves the way for the cooperation between enterprises. Embeddedness of enterprise clusters creates conditions for the regional brand building. Besides, the culture plays an important role in the establishment of regional brand. The paper analyses the interests'mechanism and behavior choosing in the process of joint regional brand-building through the game theory. The criteria of enterprise participation and the maintenance of regional brand-building is that the profit is greater than the payment. The balance between profit and cost is reflected in the form of the remaining clusters. Through the analysis of the selection behavior in the process of brand building and maintenance between vertical enterprises and horizontal ones, the paper comes up with the opinion that the innovation of system and the completement of law have the binding effect on the joint cooperation rather than contract breach among enterprises. Regional brand attributes of public goods calls for the local government to have the responsibility for the protection of regional brands and urge the relevant supervision departments to make efforts for cracking down on fake and shoddy products so as to safeguard the regional brand image. The intangible assets of regional brand attributes determine the responsibility of the industry associations in the process of regional brand-building, namely, setting the industry standards and brand-sharing mechanisms and drawing up the sharing mechanisms of regional brands. The intellectual property attribute of regional brand decides the necessity of improving the brand law systems, in other words, completing the maintenance and the punishment mechanisms of the regional brands. Then, the paper put forwards the basic ideas of regional brand-building and maintenance, that is, using technological innovation to promote regional brand-building; utilizing the institutional innovation to keep the regional brand image; constructing culture to enhance regional brand value. Meanwhile, the paper also give some advises to build and maintain regional brand, in another word, registering a collective trade mark; carrying out the integrated and network marketing; building a cooperative platform of regional brand-building and maintenance and fighting against fake and shoddy products. Finally, taking Datang Socks enterprise cluster for instance, the paper sums up their experience in setting up a cooperative platform; actively building regional culture; making full use of policy support and having the review mechanism of regional brand-sharing in order to provide other clusters with inspiration for regional brand construction.