Case Study on Enterprise Behavior Considering Cluster Brand

Binbin He

doi:10.4236/ajibm.2019.910124

Abstract

The industrial cluster brand is the carrier of the regional economic development. The Zhejiang economy is characterized by industrial clusters. At the same time of rapid economic development, some cluster brands featuring local industries have emerged. This paper analyzes the brand building of mature traditional industry clusters through the case of “Jinhua Ham” industrial cluster. Finally, it puts forward the policy construction of brand building of industrial clusters.

Highlights

Clusters brand is piled up by good reputation, because of the long-term good quality, comprehensive service, trustworthy behavior and criterion operation of the company within cluster
The industrial cluster brand is the carrier of the regional economic development
The industrial cluster brand represents the potential competitiveness and profitability of enterprises in cluster, and is known for their consumers, which led to the trust and loyalty of consumers to all manufacturers produce similar products of the enterprises in cluster

Summary

Introduction

Clusters brand is piled up by good reputation, because of the long-term good quality, comprehensive service, trustworthy behavior and criterion operation of the company within cluster. The formation of cluster brand has a positive effect on the enterprise within the industrial cluster; the consumers show their trust and loyalty to manufacturers of whom produce similar products in cluster with good brand. The industrial cluster brand represents the potential competitiveness and profitability of enterprises in cluster, and is known for their consumers, which led to the trust and loyalty of consumers to all manufacturers produce similar products of the enterprises in cluster. Scholars believed that the cluster brand played an important role to the enterprises in cluster and regional economic development, and the shaping and cultivating of cluster brand would be affected by the behavior of consumers and enterprises. How to promote enterprises in cluster to maintain the cluster brand consciously, which plays an important role in enhancing the competitiveness of enterprises and clusters and even promoting regional economic development. The article will take Jinhua Ham Industrial Cluster as an example to analyze the specific work of industrial cluster brand construction

Overview of the Development of “Jinhua Ham” Industrial Cluster

The Enlightenment Brought by the Case of “Jinhua Ham”

Conclusion