Research on Industrial Cluster Brand Construction from the Perspective of Cluster Marketing

摘要

As an important carrier of the regional economic development,the industrial cluster has become an effective way to improve the regional economic competitiveness.At present,the development of the industrial cluster in China is still at the low end of the global value chain.The technical innovation is weak and the cluster brand effect is not significant.With the further development of the industrial cluster,the advantages of the cluster marketing based on the cluster brand rise increasingly and the cluster brand construction also gradually attracts the extensive attention of the local government and scholars.nis paper discusses the marketing advantage of the cluster brand and analyzes the specific ways of the cluster brand construction from the government,enterprise,industry association and other levels,which is of great practical significance of the improvement of the cluster brand competitiveness and the promotion of the sustainable development of the industrial cluster.