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Research on Vertical Relations Enterprise Brands Cooperation within Industrial Clusters
YAO Wei-kun, ZHOU Mei-hua, ZHANG Yi
2009, 17 (4):
84-90.
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.
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