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浙江慈溪小家电产业群由中小民营企业组成,规模不大,单体品牌影响力小,因而共同打造集群品牌是理性选择。集群品牌具有市场推广效应、资产增值效应和优化产业价值链效应。集群品牌定位应体现家电产业特性和慈溪区域特性,注意集群品牌的注册与使用,加强集群品牌形象宣传和传播,做好集群品牌的维护,提升集群品牌价值。
Zhejiang Cixi small household electrical appliance industry group consisting of small and medium-sized private enterprises, small-scale, single-brand influence is small, so together to create a cluster brand is a rational choice. Cluster brand has a marketing effect, capital appreciation effect and optimize the industry value chain effect. Cluster brand positioning should reflect the characteristics of household appliances and Cixi regional characteristics, pay attention to the registration and use of cluster brands, strengthen brand image promotion and dissemination of clusters, do a good job of cluster brand maintenance and enhance the brand value of clusters.