| With raw materials and labor price rising, production cost of enterprisesincreases rapidly in recent years. Nevertheless, products prices decrease sharply dueto increasingly fierce market competition, thus leading enterprises into a sandwichpredicament. Confronted with the severe competition situation and high consumerawareness of brand,more and more enterprises recognize the importance of building abrand. However, brand-building is a long-term and high-input activity, commonenterprises,especially SMEs is difficult to bear such a huge investment costs. As anold saying goes, a good tree is a good shelter, while building up its own brand,enterprises can take advantage of a good tree marketing effects of place brand toenhance its market popularity.As the name card of place economy development, place brand place animportant role in accelerating place economy and enterprise development. However,Due to the public characteristics of regional brand, some enterprises will take the freeride,which leads to the emergence of of the "tragedy of the commons".Once placebrand was damaged,it will exert bad impacts on enterprises within the place. As aconsequence, how to use the market effects of the regional brand to enhance thepopularity of the corporate brand, vice versa, relying on the development of thecorporate brand to promote the construction of regional brands, becomes a majortopic of concern of the theorists and the business community.After concluding regional brand building model, this paper proposed newregional brand building strategy corporate brand alliance under place brandumbrella. Additionally, this paper analyze its formation conditions and mechanismof corporate brand alliance. Finally,this paper take Wenzhou clothing brand youyipai and Guangdong furniture brand champions league as examples to explain theprocess and operation mechanism of the two kinds of brands. To make it morerealistic, this paper conclude application condition and operation mechanism of themto provide reference for other enterprises by comparing the two different types ofplace union brand. |
