Marketing Strategy Of Shanghai Textile And Garment Industry Cluster Brand

Industrial and economic development has entered a new period.Enhanceindustrial competitiveness and sustainable have become the focus for some region.Asa relatively new industry model, industrial clusters have got the attention of manylocal governments. The scale effect result from industrial agglomeration makesfurther enhance regional industrial competitiveness and sustainabledevelopment.Meanwhile, in the modern economy environment, more and moretraditional industrial clusters have become to modern industrial clusters which isbrand gathering.Under the dual role of clusters of scale and brand effect, the regionaleconomy competitiveness has been further enhanced and strengthened.Therefore, it’sa trend that the industrial clusters transform to the modern industrial clusters whichhas many brands.In this article,staring from the basic theory of industrial clusters and clusterbrand.we analyze the impact factor of industrial clusters brand from a businessperspective an.This paper selected five factors:enterprise products, corporate image,corporate brand, corporate networks and innovation of enterprise. Analyzing therelationship between factors by research enterprise in the form of questionnaires andcombined structural equation modeling(SEM), hypothesis have passed the finaltest.Then, this paper based on the results of structural equation to determine the factorweights, establishing industrial clusters brand evaluation system by the method ofexpert scoring and fuzzy comprehensive evaluation to pave the way for the empirical research.Secondly, This paper selects a typical corporation,Shanghai DragonCorporation, in Shanghai Textile Holding Group as the object of empirical research.Datas were collected by investigation and expert scoring.Finally,base on the fuzzycomprehensive evaluation we have established to evaluate the development of thetextile and garment industry cluster in Shanghai and put forward the measures ofimprovement. The main results of the study is that there is still deficiencies in productinnovation, brand development, the links between enterprises, the integrity of theindustry chain, marketing innovation.By insufficient analysis,we propose themarketing strategy of Shanghai textile and garment industrial cluster brand andprovide a reference for the development of textile and garment industrial cluster brandin Shanghaibrand.