AJIBM  Vol.9 No.10 , October 2019
Case Study on Enterprise Behavior Considering Cluster Brand
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.
Cite this paper: He, B. (2019) Case Study on Enterprise Behavior Considering Cluster Brand. American Journal of Industrial and Business Management, 9, 1908-1914. doi: 10.4236/ajibm.2019.910124.

[1]   Fu, Z.-P. (2004) Research on Small and Medium-Sized Enterprises Cluster Formation Mechanism. Zhongshan University Press, Guangzhou.

[2]   Barney, J.B. (1991) Firm Resources and Sustained Competitive Advantage. Journal of Management, 17, 99-120.

[3]   Xia, Z.-Y. and Xie, J. (2003) Regional Brand Developments Study—Case Example Research in the Wenzhou. China Industrial Economy, No. 10, 43-48.

[4]   Shao, J.-P. and Ren, H.-L. (2008) Forming Mechanism and Utility Transmission of Regional Brand for the Northwest Regional Brand Cultivating Enlightenment. Science and Technology Management Research, No. 3, 133-134.

[5]   Rosenfeld, S.A. (2002) A Guide to Cluster Strategies in Less Favored Regions. Conference of Regional Technology Strategies, Carrboro, 28-30.

[6]   Yang, J.-M., Huang, X.-Z. and Zhang, S.-T. (2006) Brand Structure of Cluster and Its Effects on Competitiveness of Industrial Clusters. Science and Technology Management Research, No. 11, 37-39.

[7]   Gold, E.R. (2006) Intellectual Architecture as Place Brand. Place Branding, 2, 220-228.

[8]   Wu, C.-Q. (2009) Research on Industrial Cluster Brand Monitoring Statistics Index. Management World, No. 11, 174-175.

[9]   Li, D.-L. and Zhong, W.-Z. (2008) A Positive Study on the Transformation of the Mode of Industrial Cluster Brand. Journal of Business Economics, No. 8, 53-60, 67.

[10]   Zhao, J., Guo, B. and Guo, H. (2012) Interaction between Cluster Brand and Enterprise Brand Based on Signaling Theory. China Soft Science, No. 3, 149-161.

[11]   Liu, Q. and Chen, J.-X. (2004) Game Analysis on Risk of Enterprise Cluster Brand. Contemporary Finance & Economics, No. 9, 69-72.

[12]   Zhao, G.-H. and Ren, D.-K. (2009) The Mechanism and Path of Ascension for Industrial Cluster Brand. Science Press, Beijing.

[13]   Bi, N. and Sun, L.H. (2009) An Experimental Research on the Impact of Cluster Branding Based on Product Perceived Quality. Management Review, 21, 52-60.

[14]   Niu, Y.-G. and Zhao, P. (2011) Effects of Industrial Cluster Brand from Consumers’ Perspective. Journal of Management Science, 24, 42-54.

[15]   Chen, Y.Q., Ni, Z.J. and Chen, Z.X. (2005) Analysis of the Causes of the Regional Brand Bian Crisis—Taking the Jinhua Ham Brand Cluster Incident as an Example. Journal of Jinhua College of Profession and Technology, 5, 17-21.