The Status And The Current Tendency Of Foreign Regional Brand Communication Study

With the rapidly development of globalization, the consequence of it has already percolated into economy field, moreover, the impact of globalization has affected culture, population, capital and industry field as well. Frequent culture exchange between the regions which will also accelerate the flow of the talent, as a matter of fact, capital flow brought by the talent made the competition among the industries from different regions fiercely, and driven by competition in the industry has also stimulated the competition in term of natural resources, human resources, meanwhile, it also intensify the speed of the flow of the talent and capital. The region has been in a tense competition status. The interrelated companies, specialized suppliers, service providers and related industries, enterprises and government and other associated institutions (universities, associations which is the industry rule-maker, think tanks, training institutions and industry associations)’geographical aggregation has become industrial clusters. There are many types of industrial clusters, such as a particular field of industry aggregation (the Silicon Valley of Northern California, USA), the traditional gathering of the regional brand(Lanzhou beef noodles), local historical and cultural resources(such as Pingyao ancient city in Shanxi Province) and so on.In order to increase the market value of these industries and take full geographic advantage of the industry, many local governments and industry associations began to implement regional brand strategy in terms of boosting the region economy through gain investment, increase local employment and so on.With the acceleration of the process of global economic integration, how to maintain the regional economy vitality and core competitiveness, has brought to regional brand communication and regional brand communication study more requirments and questions. The conception of regional brand has not been established for a long time, domestic regional brand communication study started around2002which still been in the primary stage. Although the foreign regional brand communication study has been in the initial stage as well, it has concerned this issue longer and come out more research conclusions. The foreign regional brand communication study has provided a wider research perspective and lead a new orientation for domestic regional brand communication study.