我国集群品牌管理（Cluster brand management in China）.docVIP

我国集群品牌管理（Cluster brand management in China） In 1990, Michael Potter in the national competitive advantage, a book first proposed the use of Industrial cluster cluster analysis of the phenomenon. The industrial cluster is the same industry or similar industry of a batch of enterprises and related organizations such as actors, such as associated enterprises, specialized suppliers, service providers, financial institutions and related industries such as manufacturers and other relevant bodies consisting of groups of the spatial agglomeration, and form a strong, sustainable competitive advantage phenomenon. The biggest effect of industrial cluster lies in the agglomeration effect, sharing resources, reducing transaction costs, strengthening marketing advantages and enhancing innovation ability. In the UK, a Silicon Valley in Scotland; in Germany, Munich and Frankfurt auto industry and chemical industry; in Italy, there is a metal valve Novara, Lombardy silk; in the United States, microelectronics, biological clusters of Silicon Valley, Hollywood Studio Entertainment industry group. According to Potter, the reason for the developed economies is that these clusters have nurtured the dominant industries and dominant companies in their countries and regions, thus laying an unusual competitive edge in the global economy. The cluster brand is to cluster as a whole to brand management, the brand name combination consists of names and local characteristic industry, highlight corporate and regional economic and cultural characteristics, also known as the industrial cluster brand, regional brand and collective brand etc.. It has two characteristics: regional and brand effect. Regional refers to the cluster brand is generally limited to a region or a city within the scope, with a strong geographical features. Brand effect means that cluster brand often represents the image of a local industry or product. For example, French perfume, Milan fashion, Swiss watches, Jingdezhen porcela