City-brand Moulding Of Panjin Based On New Cultural Geography

With the development of economic globalization,culture globalization come into being. The growing of the ability to copy architectural culture among cities bring about the same construction, city's local culture is ignored. In a rapidly globalizing era , to have strength in city competition, the city must have characteristic ,we should determine city brand as soon as possible to realize brand management . Taking new culture geography as the research perspective, using the field research and text analyzing as the main means, the paper has carried out systematic research on city-brand moulding of Panjin.The full paper is divided into four parts: the first part of the paper has described the research background and significance, given out the content and methodology of the paper; The second part of the paper has given out the related theory about city-brand, summarized methods and modes of city-brand moulding at home and aboard ; The third part is the difficult part, has pointed out how to mould city-brand from the view of new cultural geography. On the base of introducing and evaluating new cultural geography at home and abroad , generalized the main ideas and research views: landscape process, landscape symbols, subjective initiative, concerned about the media world and place attachment .Discussed how to decide, mould and marketing city-brand ; The fourth part of the paper is empirical part , is the key part ,take Panjin city for example. On the base of landscape process and questionnaire, analysis characteristic landscape resources and determine city-brand .Extract the city's core spirit, form local acting and shape the distinctive landscape. Use 4P principle, pointed countermeasures of marketing city-brand from four perspectives.