Mechanism For Cluster-branding Image

In recent years, the industrial cluster has gradually as a special organization and the prevalent all over the world. In China's jiangsu, zhejiang, fujian, guangdong, etc, the industrial cluster also rapidly in China, has become a driving the country and regional economic development of important foundation and boosters. With the continuous development of industrial clusters, some industry base and perfect, large scale and strength of clusters formed a high popularity and reputation, cluster brand emerged, further improve the cluster awareness and influence, enhance the cluster's competitive advantage.At present, the domestic and foreign scholars on cluster theory study mainly include that the definition and characteristics of cluster-branding, formation mechanism of the brand with influence factors, cluster brand effect, clusters of creating, etc. The brand effect of cluster of research from the macro and micro only the perspectives of cluster enterprise and brand within a cluster cluster industries and local economic development role and impact, but not from microcosmic Angle research cluster brand recognition and external consumers buy impact of decisions, not even discuss the role of internal mechanism, and scholars with clusters of brand theories research in theoretical analysis level spend, the lack of a lot of empirical analysis.Based on this, the paper reviews the cluster the related theory of literature, brand and the review and analysis, from consumer Angle to origin/country of origin image of the mechanism model, combined with the cluster based its own characteristics, brand image into clusters brand image, product knowledge, beliefs and consumer products, constructing the attitude four variables cluster brand image mechanism model.This study selected "The city of Chinese ceramics",Sheng Ze, "the Chinese medicine city" - tonghua "and" Chinese silk, ChengZe "and" China city of shengzhou tie "the four cluster brand as research samples, according to the different four cluster production product design four groups of questionnaire, through statistical analysis software to survey data from the factor analysis and correlation analysis and regression analysis, on a proposed hypothesis is verified.This research conclusion is: cluster brand image on consumer attitude has significant influence, clusters of brand image consumers brand beliefs have significant influence on the role; Brand faith to consumer attitude has remarkable effect; When a consumer product knowledge is scarce, compared to cluster brand image is concerned, consumer brands can directly affect consumers' faith attitude more, When a consumer product knowledge, richer than brand belief is concerned, cluster can directly influence the brand image more consumer attitude.In this paper the innovation points have the following:1. This article from consumer attitude Angle, research cluster brand image how to affect consumers' attitude, it is an innovation on study Angle;2. Through will origin related theories and cluster brand image with the origin as analogy, image mechanism model as the theoretical basis, and established the cluster of the brand image, will cluster mechanism model of brand image consumer attitude influence is divided into two paths, and not a single path of research on routes respectively discussing, this in the former research did not appear, is an innovation on research method;3. Past studies have focused on the research of the cluster brand the influence factors and the cluster of brand image consumers influenced our paper, focusing on research cluster brand through what path on consumers' attitude to effect from the research content of library fills the cluster of brand theories blank, reveal the mechanism,is the research content of one of the innovation;4. During the study, this article through summarizing the research results, trying to design a cluster of the brand image scale, And using quantitative research methods, and verifies the cluster mechanism model brand image, not only confined to qualitative research level, but also raise the height of to the quantitative research conclusion, that has more objective and scientific.