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Abstract. Along with the quick development of social economy， market competition has already entered into a new stage， namely brand competition era. This paper is to put forward scientifically rational countermeasures and suggestions through taking brand internalization theory as basis and starting from regional industry competitiveness. Thus it would increase regional industry competitiveness of brand.
Keywords： brand； brand internalization； regional industry competitiveness.
1. Introduction
Brand is the image of enterprise and representation of enterprise's independent innovation ability. In intense market competition， brand is the root of enterprise survival. Since the reform and opening era， Chinese economy has developed quickly and already been in line with international standards of increasingly close relationship. Chinese enterprises have developed rapidly， a number of brand companies have emerged and it has brought new change for Chinese economy and politics. While we have made achievements at the same time， Chinese enterprises also have some problems in the process of implementing brand strategy， such as poor brand awareness， inaccurate market positioning and so on， enterprise brand development still lags behind. While the regional economy competitiveness derived among brands intensively represents to be the industry competition among various regions， industrial competitiveness will become one of the most important factors in determining regional economy development. Therefore， systematic and in-depth research has been made on regional industry competitiveness in China； it has already become a hot issue that has strong reality and urgency.
2. Introduction for Brand and Brand Internalization Theory
The English word of the brand is originated from ancient Norwegian- Brandr， its meaning is 'calcinations'. As a kind of mark， it is different from other people's private property. There are many definition about brand academically nowadays， then brand refers to that company could distinguish it from other competitors for being a kind of mark， term， symbol， design or their integration. And it is also a kind of intangible assets which would be able to bring appreciation and benefits for company. However， brand could not only represent the product name， it is also a marker that distinguishes themselves from the quality， price， image， credibility of the same products. Brand is one of the most important basis as consumers are selecting goods in the course of purchasing， it is also a kind of element that produces purchasing desire for customers and has certain influence on whether products could exist in the market for a long time or not. 5.4 Dynamic Evaluation Model
Jing Mu， Zhenzhu Zhang et al consider regional industry competitiveness to be random process of dynamic development changes according to the theory and method of random process. Markov chain analysis method is adopted to put forward a model for describing the dynamic development and change of regional industry competitiveness [13]. Application of the model could perform dynamic evaluation for the development status of regional industry competition ability， thus the most powerful decision basis has been already provided for decision makers.
6. Conclusions and Recommendations
Through referring to a lot of literature data about regional industry competitiveness，we could know that even though the research about the theory and model of regional industry competitiveness at home and abroad have achieved fruitful results， the value of these results would not fully come into play in the process of enhancing regional industry competitiveness in China， while it is based on Chinese national conditions .Thus how to scientifically and reasonably apply these results for making them play its due guiding role in the enhancement process of regional industry competitiveness in China and making it obtain constant development and improvement in specific practices is bound to become a very strong research topic practically. Based on above knowledge， following several aspects should be noticed in the research about the problem of enhancing regional industrial competitiveness， the following several aspects should be noticed.
（1）The competitive environment should be valued
Our country is of the period of initially setting up and improving the market economy system， Chinese industrial growth environment such as economy level， marketization conditions， social environment， consumption consciousness， historic culture and so on have great difference with foreign countries， while the influence of environment on regional industrial competitiveness can not be ignored. Therefore， it is necessary to combine the theory of regional industrial competitiveness power with Chinese particular economy system and social development condition， related theory about Chinese characteristic regional industry competitiveness is also established at the same time.
（2）Establish and optimize competition system
The establishment and optimization of competition system is one of the important aspects that cannot be ignored in maintaining industrial competitiveness. In order to enhance regional industrial competitiveness power， the first is to build up competitive system； the second is to merge with competitive system. For developing countries and regions， the key of success lies on the implementation of government function，such as policy guidance and supporting， financial support， establishing cooperation project， and bringing in advanced technology. The establishment and optimization of competition system is the important aspect that cannot be ignored in getting industrial competitiveness. In order to enhance regional industrial competitiveness power， the first thing is to build up competitiveness system， the second is to merge with competitiveness system. For developing countries and regions， the key of success lies on the implementation of government function， such as policy guidance and supporting， financial support， establishment cooperation project， as well as bringing in advanced technology.
（3）Optimize regional industrial structure
The rationality and validity of industrial structure would profoundly influence the powerfulness and weakness of regional industrial competitiveness power. Thus in order to enhance regional industry competitiveness， we must adjust and optimize industrial structure. Chinese regional difference is significant， industrial internal development is extremely imbalanced. How to coordinate the contradictions and competitive advantage among various regions and industries， as well as the competitive advantage are the problems that must be solved for enhancing regional industrial competitiveness in China.
（4） Strengthen the industry internal management and improve the organizational degree.
There must exist various problems in the developing process of specific industries in a particular area， and it may not only be influenced by external factors， it would also confront setbacks and difficulties caused by unexpected internal factors. Thus industrial internal management should be strengthened， organizational degree should also be improved， industry would obtain healthy development in a good internal system for improving its ability of resisting internal and external risk， and then regional industrial competitiveness will be enhanced.
There must exist various problems in the developing process of specific industries in a particular area， it is not only influenced by external factors， it would also confront setbacks and difficulties caused by unexpected internal factors. Thus， industrial internal management should also be strengthened， organizational degree should also be enhanced. Industry would obtain healthy development in a good internal system for improving its ability of resisting internal and external risk， and then regional industrial competitiveness would be enhanced.
（5）Break the traditional ideas and improve the innovation ability. Within the improving process of Chinese regional industry competitiveness， the shackles of traditional ideas must be broken up， continuous technology innovation and institution innovation is adopted to enhance Chinese regional industrial competitiveness. Efforts should be made to make the specific industry of particular region transfer from competitive disadvantage into competitive advantage； even persistent competitive advantage would be kept.
7. Acknowledgement
Technology development projects in Taian city （201360629）. Technology development projects in Taian city （20134012）. The introduction of talent scientific research fund project in Taishan College （13skx005）.
References
[1] Boone， M. （2009）. 'The Importance of Internal Branding'. Sales and Marketing Management， 9（9）： 28-30.
[2] De Chernatony， Segal-Horn， S. （2007）. 'Building on Services' 'Characteristics to Develop Successful Service Brands'. Journal of Marketing Management， 17（7/8）： 645-669.
[3] Punjaisri， K. and Wilson， A. （2007） 'The Role of Internal Branding in the Delivery of Employee Brand Promise'. Brand Management， 15（1）：57-70.
[4] Ye Chen， Changhong Bai， Xiaoling Wu. et al （2011）.The concept and the conceptual model of service brand internalization： Conclusion based on cross case research. Nankai Management Review， 14（2）： 44-51.
[5] Adam Smith （2011）. The wealth of nations [M]. Zonglin Xie， Huaxie Li， translate. Beijing： Central Compilation & Translation Press.
[6] Hualing Fan （2011）. Comparison for economic theory and policy proposals of Adam Smith and David Ricardo. Teaching Reference of Politics in Middle School， 27： 46-48.
[7] He Wu （2008）. Brief analysis for comparative advantage and absolute advantage. Cooperative Economy and Technology， （4）： 12.
[8] Wei Huang， A-ling Zhang， Xiaohua Zhang et al （2005）. Comparative study on regional industry competitiveness in China. Business Economics and Management， （9）： 3-6.
[9] Chunmei Wang， Hongbo Yan （2009）. Analysis for regional industrial competitiveness— taking Heilongjiang province as an example. Economic Research Tribune， （5）： 10-12.
[10] Jingbo Qiang （2013）. Evaluation research on enterprise's financial competitiveness based on Porter's diamond model. Nanjing University of Science and Technology.
[11] Cho， Dong-Sung， Moon， Hwy-Chang， Kim Min-Young， et al （2008） Characterizing International Competitiveness in International Business Research： A MASI Approach to National Competitiveness. Research in International Business and Finance， （22）： 175 - 192.
[12] Bo Xu （2013）. Research for cluster competitiveness of Jiangsu forestry board based on GEM model. Nanjing University of Science and Technology.
[13] Jing Mu， Zhenzhu Zhang （2008）. Dynamic evaluation model of regional industry competitiveness. Statistics and Decision， （3）： 32-37.
Keywords： brand； brand internalization； regional industry competitiveness.
1. Introduction
Brand is the image of enterprise and representation of enterprise's independent innovation ability. In intense market competition， brand is the root of enterprise survival. Since the reform and opening era， Chinese economy has developed quickly and already been in line with international standards of increasingly close relationship. Chinese enterprises have developed rapidly， a number of brand companies have emerged and it has brought new change for Chinese economy and politics. While we have made achievements at the same time， Chinese enterprises also have some problems in the process of implementing brand strategy， such as poor brand awareness， inaccurate market positioning and so on， enterprise brand development still lags behind. While the regional economy competitiveness derived among brands intensively represents to be the industry competition among various regions， industrial competitiveness will become one of the most important factors in determining regional economy development. Therefore， systematic and in-depth research has been made on regional industry competitiveness in China； it has already become a hot issue that has strong reality and urgency.
2. Introduction for Brand and Brand Internalization Theory
The English word of the brand is originated from ancient Norwegian- Brandr， its meaning is 'calcinations'. As a kind of mark， it is different from other people's private property. There are many definition about brand academically nowadays， then brand refers to that company could distinguish it from other competitors for being a kind of mark， term， symbol， design or their integration. And it is also a kind of intangible assets which would be able to bring appreciation and benefits for company. However， brand could not only represent the product name， it is also a marker that distinguishes themselves from the quality， price， image， credibility of the same products. Brand is one of the most important basis as consumers are selecting goods in the course of purchasing， it is also a kind of element that produces purchasing desire for customers and has certain influence on whether products could exist in the market for a long time or not. 5.4 Dynamic Evaluation Model
Jing Mu， Zhenzhu Zhang et al consider regional industry competitiveness to be random process of dynamic development changes according to the theory and method of random process. Markov chain analysis method is adopted to put forward a model for describing the dynamic development and change of regional industry competitiveness [13]. Application of the model could perform dynamic evaluation for the development status of regional industry competition ability， thus the most powerful decision basis has been already provided for decision makers.
6. Conclusions and Recommendations
Through referring to a lot of literature data about regional industry competitiveness，we could know that even though the research about the theory and model of regional industry competitiveness at home and abroad have achieved fruitful results， the value of these results would not fully come into play in the process of enhancing regional industry competitiveness in China， while it is based on Chinese national conditions .Thus how to scientifically and reasonably apply these results for making them play its due guiding role in the enhancement process of regional industry competitiveness in China and making it obtain constant development and improvement in specific practices is bound to become a very strong research topic practically. Based on above knowledge， following several aspects should be noticed in the research about the problem of enhancing regional industrial competitiveness， the following several aspects should be noticed.
（1）The competitive environment should be valued
Our country is of the period of initially setting up and improving the market economy system， Chinese industrial growth environment such as economy level， marketization conditions， social environment， consumption consciousness， historic culture and so on have great difference with foreign countries， while the influence of environment on regional industrial competitiveness can not be ignored. Therefore， it is necessary to combine the theory of regional industrial competitiveness power with Chinese particular economy system and social development condition， related theory about Chinese characteristic regional industry competitiveness is also established at the same time.
（2）Establish and optimize competition system
The establishment and optimization of competition system is one of the important aspects that cannot be ignored in maintaining industrial competitiveness. In order to enhance regional industrial competitiveness power， the first is to build up competitive system； the second is to merge with competitive system. For developing countries and regions， the key of success lies on the implementation of government function，such as policy guidance and supporting， financial support， establishing cooperation project， and bringing in advanced technology. The establishment and optimization of competition system is the important aspect that cannot be ignored in getting industrial competitiveness. In order to enhance regional industrial competitiveness power， the first thing is to build up competitiveness system， the second is to merge with competitiveness system. For developing countries and regions， the key of success lies on the implementation of government function， such as policy guidance and supporting， financial support， establishment cooperation project， as well as bringing in advanced technology.
（3）Optimize regional industrial structure
The rationality and validity of industrial structure would profoundly influence the powerfulness and weakness of regional industrial competitiveness power. Thus in order to enhance regional industry competitiveness， we must adjust and optimize industrial structure. Chinese regional difference is significant， industrial internal development is extremely imbalanced. How to coordinate the contradictions and competitive advantage among various regions and industries， as well as the competitive advantage are the problems that must be solved for enhancing regional industrial competitiveness in China.
（4） Strengthen the industry internal management and improve the organizational degree.
There must exist various problems in the developing process of specific industries in a particular area， and it may not only be influenced by external factors， it would also confront setbacks and difficulties caused by unexpected internal factors. Thus industrial internal management should be strengthened， organizational degree should also be improved， industry would obtain healthy development in a good internal system for improving its ability of resisting internal and external risk， and then regional industrial competitiveness will be enhanced.
There must exist various problems in the developing process of specific industries in a particular area， it is not only influenced by external factors， it would also confront setbacks and difficulties caused by unexpected internal factors. Thus， industrial internal management should also be strengthened， organizational degree should also be enhanced. Industry would obtain healthy development in a good internal system for improving its ability of resisting internal and external risk， and then regional industrial competitiveness would be enhanced.
（5）Break the traditional ideas and improve the innovation ability. Within the improving process of Chinese regional industry competitiveness， the shackles of traditional ideas must be broken up， continuous technology innovation and institution innovation is adopted to enhance Chinese regional industrial competitiveness. Efforts should be made to make the specific industry of particular region transfer from competitive disadvantage into competitive advantage； even persistent competitive advantage would be kept.
7. Acknowledgement
Technology development projects in Taian city （201360629）. Technology development projects in Taian city （20134012）. The introduction of talent scientific research fund project in Taishan College （13skx005）.
References
[1] Boone， M. （2009）. 'The Importance of Internal Branding'. Sales and Marketing Management， 9（9）： 28-30.
[2] De Chernatony， Segal-Horn， S. （2007）. 'Building on Services' 'Characteristics to Develop Successful Service Brands'. Journal of Marketing Management， 17（7/8）： 645-669.
[3] Punjaisri， K. and Wilson， A. （2007） 'The Role of Internal Branding in the Delivery of Employee Brand Promise'. Brand Management， 15（1）：57-70.
[4] Ye Chen， Changhong Bai， Xiaoling Wu. et al （2011）.The concept and the conceptual model of service brand internalization： Conclusion based on cross case research. Nankai Management Review， 14（2）： 44-51.
[5] Adam Smith （2011）. The wealth of nations [M]. Zonglin Xie， Huaxie Li， translate. Beijing： Central Compilation & Translation Press.
[6] Hualing Fan （2011）. Comparison for economic theory and policy proposals of Adam Smith and David Ricardo. Teaching Reference of Politics in Middle School， 27： 46-48.
[7] He Wu （2008）. Brief analysis for comparative advantage and absolute advantage. Cooperative Economy and Technology， （4）： 12.
[8] Wei Huang， A-ling Zhang， Xiaohua Zhang et al （2005）. Comparative study on regional industry competitiveness in China. Business Economics and Management， （9）： 3-6.
[9] Chunmei Wang， Hongbo Yan （2009）. Analysis for regional industrial competitiveness— taking Heilongjiang province as an example. Economic Research Tribune， （5）： 10-12.
[10] Jingbo Qiang （2013）. Evaluation research on enterprise's financial competitiveness based on Porter's diamond model. Nanjing University of Science and Technology.
[11] Cho， Dong-Sung， Moon， Hwy-Chang， Kim Min-Young， et al （2008） Characterizing International Competitiveness in International Business Research： A MASI Approach to National Competitiveness. Research in International Business and Finance， （22）： 175 - 192.
[12] Bo Xu （2013）. Research for cluster competitiveness of Jiangsu forestry board based on GEM model. Nanjing University of Science and Technology.
[13] Jing Mu， Zhenzhu Zhang （2008）. Dynamic evaluation model of regional industry competitiveness. Statistics and Decision， （3）： 32-37.