The Interactive Mode Research Of Enterprise Brand And Regional Brand

With the development and growth of industrial clusters, some areas formate a numberof industry clusters as the carrier of the regional brand,the brand of the enterprises in thecluster also obtained great progress. So how to establish brand of enterprises and regionalbrand mode of interaction, help brand of enterprise and regional brand development inphase, it is a very important topic.Firstly,from the research on industrial clusters perspective,the paper combines withthe effect of the enterprises in the regional brand based on the existing related theoreticalanalysis, redefines the concept of region brand, clarifies the relationship betweenenterprises’ brand and regional brand, analyzes different characteristic stage of life cycleof brand of enterprises and regional brand from brand life cycle theory, finds connectionbetween development of regional brand and enterprises’ brand, this paper puts forwardinteraction model of the regional brand and brand of enterprise.Secondly,based on different types of the industry clusters,the paper divides into threeparts to discuss the interaction model: interactive mode of primary regional brand andenterprises’ brand,interactive mode of regional brand that enterprises drive and enterprises’brand, interactive mode of investment regional brand and brand of enterprises.Thirdly, the paper uses game theory on the analysis of interactive mode amongenterprises, between enterprises and governments,and then according to the results ofanalysis,it put forward development strategy of enterprises’ brand and regional brand andpromotes development of the regional brand and brand of enterprises from new angle.Finally, through the empirical analysis, the paper verifies three modes of interactiontheory respectively and enhances the objectivity of interactive mode,it shows how to solvethe uncoordinated problem between regional brand and enterprises’ brand.