A Research On The Effect Of Brand Construction Of Industrial Cluster On Consumer Behavior

In the environment of economic globalization, industrial cluster has got rapiddevelopment and gradually become a worldwide economic phenomenon. In additionto promoting the overall competitiveness of the industry, industrial cluster can achieveeffective complementation among enterprises in the cluster, bring resource sharinginto play, increase the creativity of enterprises, and play a decisive role in drivingregional economy, which are exactly the major reasons why industrial cluster drawsgreat attention at home and abroad. In the meantime, when cluster develops into acertain scale, a cluster brand is bound to be formed. Cluster brand is of competitiveadvantage that cannot be reached or simulated by other ordinary independent brands.However, the research on industrial cluster in China is still at an explorationstage, and most research works are limited to qualitative instructional research, butquantitative, contrasted and standardized explanation and verification for its functionmechanism is still absent. Besides, the lack of explanation for its impact uponconsumer behavior from the microscopic perspective causes it to be unconvincing inguiding practice.Based on reviewing, sorting out, and analyzing related studies on the theory ofindustrial cluster, the concept of industrial cluster and the theory of consumerbehavior in China and the West, the paper puts forward the hypothesis that theperceived quality of product plays a role of intervening variable when the image ofcluster brand affects consumers’ purchasing behavior. From the microscopicperspective, it studies the function mechanism of the image of cluster brand. On thebasis of the hypothesis by combining with relevant document literatures andfundamental theories, the paper adopts standardized experimental method and takes“tuber mustard in Fuling, Chongqing” and “chinaware in Jingdezhen, Jiangxi” asresearch samples for quantitative study, test and analysis, so as to play a role inmaking up the existing deficiency in theory and guiding the construction of clusterbrand.In this research, the author innovatively takes intellectual property as anevaluative dimension of the image of cluster brand; in experiment, the author takesconsumers’ purchasing behavior as dependent variable and the protection onintellectual property right of cluster products as independent variable for regressionanalysis, and the significant result confirms the importance of protection on intellectual property right to the construction of cluster brand. Additionally, the authormakes use of the result obtained from empirical study, combines with the actualinterview to consumers, and reads relevant literatures, to gain some proposals andinspiration for the construction of China’s industrial cluster brands. Finally, asystematic discussion is made from three aspects including the government, clusterand enterprise.