Study Of Influencing Factors Of The Growth In The Textile And Garment Industry Clusters

With the extensive use of modern information technology and the increase of the uncertainty of market needs, the traditional garment industry cluster which depend on the scale advantage to win the market has been difficult to adapt to today’s new era of " more style, small batch" of times in apparel industry, which needs to be converted into clothing modern industrial cluster that has the characteristics of organization networking and based on the information service platform. The brand operation of industrial cluster is both one of the important features of modern industrial cluster, and also an important means of maintaining competitiveness. There are many influence factors in the process of growth and development of industrial cluster brand which based on modern industrial cluster. This study seeks to summarize these significant factors through scientific research methods, to identify and resolve some problems in the production practice of related apparel business by establishing a cluster of brand growth stage model and growth factors model, ultimately building a persistent and competitive industrial cluster brand.Based on this, through consulting a large number of literature theory,implementing analysis and synthesis, this study dissects the growing mechanisms of industrial cluster brand. And then “abstract” three principal factors which affect the growth of industrial cluster brand, namely industrial cluster base, industrial cluster network relationship, finally building influencing factors analysis model of industrial cluster brand growth based on modern industrial cluster theory. Then taking Shanghai Textile’s affiliated company---Shanghai Dragon Corporation as the empirical research object, to collect relevant information and data through in-depth interviews and the form of questionnaires.To verify and modify the former theoretic model by mathematical statistics tools(SPSS. 20 and AMOS 20.0).Through the empirical research, this study obtained the following results:industry cluster base and industry cluster branding strategy has positive impact on the growth of cluster brand, and industry cluster network relationship less obvious influence on the growth of the cluster brand because it’s multicollinearity with other two latent variables on the mathematical, but still has a certain reference significance in enterprises’ practical level. Meanwhile, there are a positive interaction effect among industry cluster base, industry cluster branding strategy and industry cluster network relationship.In the end, this study tried to identify the problems in organizational structure and brand building by modern industrial cluster theory and the growing influencing factors model of industrial cluster brand. Then timely put forward the strategy that building an industrial cluster brand of“Home Category” textiles, namely strengthening the industrial base of industrial cluster and the cluster brand, strengthen the interaction between cluster member enterprises, and choose and execute an appropriate cluster brand strategy.