Study On The Role Of Local Government In The Brand Construction Of Cixi Small Appliance Area

Under the current background of supply-side structural reform,regional brands are endowed with a new soul and mission,and the quality of supply has gradually become the key to whether the people can meet their growing needs for a better life.After more than 30 years of development since the reform and opening up,cixi small household appliances have not been updated and reformed,and their regional brand status has been continuously declining.Since regional brands can enhance the competitiveness of an area’s industry and economy,they have been highly concerned by cixi municipal government again in recent years.However,what responsibilities should local governments undertake,what role should they play,what measures should they take,and what goals should they achieve in the process of building regional brands are all worthy of indepth study and investigation.This paper starts with how to further build cixi small household appliance regional brand.Firstly,based on the concept of brand,regional brand and the role of local government,this paper makes a theoretical analysis on the influence of local government on regional brand building and the different roles of local government in different development stages.This paper believes that local governments play a decisive role in the development of regional brands.Different modes of local governments will have different influences on regional brand building at different stages.Therefore,in the process of regional brand building,local governments should start from positioning,responsibilities,decision-making and other aspects to standardize.Moreover,through the interpretation of government documents(such as: "made in China 2025","zhejiang manufacture","2025" made in China "cixi action outline,cixi,the" made in China 2025 "the pilot demonstration construction implementation plan",etc.)and cixi electric appliance development situation analysis,points out that the government is the focus of regional brand is not strong enough,insufficient of regional brand gauge,imperfect support related issues,should take corresponding measures,to furtherconsolidate and enhance regional brand.