A Study On The Influence Mechanism Of Regional Brand On Enterprise Performance

Brand economy is one of the main forms of current economic development.Regional brands play an important role under the background of economic globalization and integration nowadays.The development of regional brands has a direct impact on the stability and development of regional economy.Regional brand theory has aroused widespread concern in academia.At present,relevant research scholars,institutions and government departments have given great interest to the emerging field of promoting regional brand development at home and abroad.The healthy development of regional brands is the combination of microscopic interaction of enterprises in the region at the macro level.In turn,the development of regional brands also affects the enterprises that join the regional brand building.Therefore,in order to reveal how the regional brand affects the development of the enterprise's performance and prove how this impact mechanism works.It is of great theoretical and practical significance to study the influence of the regional brand on the firm's performance.The research on regional brand in China is relatively scarce,and the progress of academic research on regional brand lags far behind the growing regional branding practice.In the field of regional brand,few scholars take the specific regional brand as the analysis object and study the role of regional brand in the performance of enterprises.In this study,we take the public brand in Zhejiang as the research object,using a combination of theoretical research and empirical research,and then study the influencing factors of regional brands.Based on the related theory of regional brand,this paper analyzes the current situation of the development of "Zhejiang Made"and collects related data to analyze the influence mechanism of regional brand on business.The results show that the implementation level of regional brand strategy,regional brand innovation ability and regional brand market ability are the main influencing factors of regional brands,which have significant positive impacts on the corporate performance in the region.According to the conclusion of the study,this article also puts forward some countermeasures and suggestions for the construction of regional brand of "Zhejiang Made".