Smart Brand Campaign Save Manufacturing Sector - Case Study on Henglin Floor Co

摘要

If the privately manufacturing industry cluster wants to continue development, to contend with the international famous brands in the participation international market competition, it is the inevitable strategic choice to establish and develop industry cluster brand. Firstly, in this paper, the meaning of region industry brand and its effect are elaborated. The relations between enterprise brand and the development of industrial cluster are discussed consequently. Then taking the floor industry cluster of Changzhou Henglin as the example, the present situation and the question on the cluster brand construction of privately manufacturing industry have been analyzed. Finally, the solutions of cluster brand construction on floor industry in Henglin are proposed. Local authorities and the professional association must promote positively the cluster brand formation and the promotion. The superiority status of leading enterprises must be formed and competitive power of the enterprise brand should be enhanced. Research & development and innovative ability of enterprises should be improved and abundance individuality of cluster brand must be demonstrated. The cluster brand promoted force should be enlarged and the customer resources will be shared in the enterprise cluster.