Systematic Analysis And Research On Brand-building Of Regional Industrial Cluster

Industrial cluster is one of the industrial economy organizations to develop theworld economic, to promote the rapid development of regional economy with its uniquecompetitive advantage. Since the reform and opening up, China industrial cluster hasdeveloped rapidly and vigorously, is a policy tool to develop regional economic.However, with the mature development of industrial cluster in China, in recent years,the development of the cluster encounter bottlenecks, lack of innovation and motivationand other reasons lead to the slow development of industrial cluster and the decline incompetitive advantage. Therefore, to create a brand of industrial cluster, to promoteindustrial cluster to achieve from cost competition to brand competition, is a strategicchoice for the upgrading and development of industrial cluster.Industrial cluster brand is the inevitable outcome of the industrial cluster when itdevelops to a certain stage, is an intangible asset of the industry cluster. Cluster brandrepresents the overall image of industry cluster, its construction can improve thevisibility and reputation of the industry cluster, expand the influence and enhance theircompetitive advantage.There is very few literature directly related to industrial cluster brand in abroad.Some china’s scholars discuss it from concept, risk, assessment and other aspects, butthe research is still less, doesn’t form a complete theoretical system now. In this paper,on the basis of industrial cluster and cluster brand theory, analyze their interactioneffects, propose their interaction mechanism. According to the specific characteristics ofindustrial cluster, expand Porter’s "diamond" model, and then sum up the key factors ofbrand-building of industrial cluster. By building collaborative competition game model between enterprises in industrial cluster, propose the synergistic conditions of theenterprises in the industrial cluster. Finally, research the brand of Baoji titaniumindustrial cluster——Baoji·China titanium valley based on the above theory, enrichand validate the theory of brand-building of industrial cluster from a practical point ofview, on this basis, propose strategic initiatives of brand building for Baoji titaniumindustrial cluster. The research of this paper has double reference of the theoretical andpractical.