| Industrial cluster is a space economic phenomenon, in certain areas, it forms a leading industry as the core, and a large number of supporting industry and related support structure concentrate and close contact, those industuy get together to form a strong and sustainable competitity for region economy. Now, it has become an effective organization form of the the countries national economy and regional economic development all over the world. With the rapid development of industrial clusters and rapid ascension of cluster competitiveness, the whole industry cluster brand image becomes more and more seriously, and gradually recognized by the market. The industrial cluster brand has become the most important influence factor and guarantee to industrial cluster and enterprises in winning the market. Meanwhile, some individual enterprise in the industrial cluster grow and develop fast, and then become the strong competitive enterprise brand. When the industrial cluster develops to a certain degree, it emerges the phenomenon of brand conglomerating and becomes very prominent, all kinds of brand elements concentrate and accumulate in the industrial cluster. Although Medium industrial cluster brand development and micro enterprise individual brand growth are two different kinds of economic phenomenon, yet in every industry cluster development process will find, both in the development stage and the path there are synergistic effect with them.There are kinds of biological phenomena of competition and symbiosis exist in industrial cluster, different individuals compete to eachother for their own economic interests and cooperate for their common interest, each individual has a close contact and interaction with other individuals, and make formation of a unified whole with the environment, the phenomenon in industrial cluster has a high similarity to the phenomenon of predator and cooperation in the biological and natural ecological system.The different enterprises connect with eachother through various networks and relationships, such as trade, cooperation, competition, acquisitions, etc., so that it is made the whole industrial cluster forming a kind of biological ecological system witch connecting and influencing mutually.In the industrial cluster ecological system, all enterprise with eather and the external environment communicate and interacte constantly material, energy and information. At the same time, these individuals based on their own interests make behaviors what benefit themselves, and these behaviors generate influence to other individuals. The industrial cluster brand is an important factors which influencing individual enterprise development in the industrial cluster ecological system, it is an important environment variable of the ecosystem. In the industrial cluster ecosystem, there are kinds of coincidence and separate niche relationship, symbiotic specise relationship and mutually beneficial nutrition relationship between the industrial clusters brand and embedded brand, in these conditions, they achieve a co-evolution effect through the mechanism and process of microscopic competition, dynamical niche balance, synergetic entropy change, emerging evolution and collaborative evolution. In the collaborative evolution process, with the influence of factors of the industrial cluster development stage, the cluster brand development degree and embedded brand’s embedding degree, the symbiotic degree and evolution direction are not always changeless from beginning to the end, on the basis of synergy degree change, it can be divided into separation, parasitic interdependence and mutualism three different stages, and in different stages, it presents different stage characteristics. Modern industrial cluster with branding is the final direction of co-evolution between the industrial clusters brand and embedded brand. The co-evolution mechanism between industrial cluster brand and embedded brand provides a new angle of view for our researching the development of industrial clusters, at the same time, it also has important practical significance to better planning industry cluster and promoting its healthy development and modernization.Zhejiang shaoxing textile industrial cluster has been the largest textile industrial cluster in China for many years, the industrial cluster brand effect is significantly. Shaoxing county government attaches great efforts to Shaoxing textile industrial cluster brand construction work, strengthens its cultivation, and make it possessing a certain influence in domesdic and abroad market.. At the same time, By virtue of the overall brand effect, a number of enterprise brands and product brands which having strong market influence and better public praise are emerging in the Shaoxing textile industrial cluster. By the end of2011,Shaoxing textile industrial cluster has24famous brands with national level. After ten years of development, many enterprises in Sshaoxing textile industrial cluster have been grown and strown, some have become the industry leading enterprises, such as brand YongTong in printing and dyeing industry, brand YuanDong and CiFu in chemical fiber industry and brand HuaYu in textile machinery industry are all well-known brand. The synergy of evolution between Shaoxing textile industrial cluster brand and embedded enterprise brand is a more typical case for our theory research, through the case study, it will greatly support the paper’s main argument. In the meantime, in this paper, the author will put forward policy implications and suggestions to promoting the synergetic development of the Shaoxing textile industrial cluster brand and embedded enterprise. |
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