关键词: 产业集群, 企业品牌, 纵向合作关系

Abstract: It has great significances for brand promoting practice to reveal the influencing mechanism of vertical-relations enterprise brands cooperation on enterprise brand promoting within industrial clusters. The way to cooperate among the vertical-relations brands can be grouped into three aspects within industrial clusters: product supply cooperation, technical innovation and marketing synergies. Drawing on economic model of supplying and demanding, a mathematical model was built to describe the vertical-reladons brands cooperation, by which the mechanism was analyzed. Model analysis shows that: within industrial clusters, the more stable the brand status in the industry, the higher the degree of trusts, the greater the possibility of cooperation; in the case of cooperation takingplace, the higher the degree oftrust within the cluster,the stronger the price competitiveness, the higher the brand cooperation performance.

Key words: industrial cluster, brand, vertical-relations cooperation