Brand Development Strategy of Moganshan Residence Area from the Perspective of Industrial Cluster

Objective/Meaning 
As the flagship of the development of domestic residential ndustry the "high-end residential resort" of Moganshan has formed a strong regional brand effect due to "Yangjiale". But under the background of the reform and integration of the domestic residential market, it was also facing the problems of fierce market competition and regional brand damage. Therefore, to study the brand development strategy of Moganshan residential area was an effective mean to meet to the quality demand of accommodation and the spiritual needs of returning to the countryside in the tourist consumption market, and to enhance the influence and competitiveness of residential accommodation in Moganshan area.

Methods/Procedures 
Based on the perspective of industrial clusters, this study analyzed the interaction between industrial clusters and regional brand development. By reviewing the development history of Moganshan residential cluster, it put forward some suggestions on the future development strategy of Moganshan residential brand.

Results/Conclusions 
From the aspects of regional brand objectives and regional brand cultivation, development and dissemination, it was proposed that Moganshan residential brand should continue to develop international high-end residential leisure and vacation industry cluster driven by "Yangjiale", upgrade industry based on residential industry, and disseminate regional brand based on residential cluster.