The Study Of Formation Mechanism And Create Path Of SME Cluster Brand

With the flow of the global economic resources being more frequent and the market being increasingly competitive, enterprise clusters have become an effective way for various countries and regions to improve competitiveness, achieve sustained economic growth. However, thedevelopment of enterprise clusters requires not only a large number of product brands and corporate brands, it still needs a cluster brand to represent theimage of the whole cluster. Aexcellent cluster brand can promote a long-term development of clusters and improve the overall competitiveness of the cluster. Also,a cluster brand can promote the development of the productbrands and corporate brands in turn, achieve a virtuous cycle of cluster development, and build clusters’international reputation. Currently, each country or government is committed to creating a high sense of awareness and reputation of the cluster brand. However, constract with the world-class clusters brands, our cluster brand’s influence and visibility are far not high enough, there are still large gaps. Although in recent years the cluster brand has gradually become a hotspot of cluster economic development, the discussion about this theory is still very limited.This paper first reviews and summarize the concept, characteristics and related theories of industrial clusters and cluster brand, then classify the manifestations of cluster brand, analyze the relationship between product brand, corporate brand and cluster brand. Secondly, through analyzing the development history and status quo of cluster brand in Zhejiang Province and research of several typical cases of cluster brands in Zhejiang Province, the writer wants to find the components of formation of cluster brand. On this basis, through the summary of the relative opinion, theory of scholars, then get the formation elements of cluster brand, build the theoretical model of cluster brand, integratedly use comparison analysis, qualitative and quantitative analysis and other research methods to verify the feasibility of the theoretical model; and on this basis, this paper then further analyze the specific process of creating the cluster brand. Then, this paper further analyse the creation process and evolution path of cluster brand, tries to find out the behavioral agent and supporting system of the formation of cluster brand, and get two different paths of clustr brand, comparise the difference btween the typical cases which follow two different paths, and find out the rule of creating cluster brand. At last, Paper concludes with a summary of the main research of this paper, put forward relevant policy and proposals about brand building of cluster, and point out the limitation and expectation of the research.