Research On Urban Cultural Industry Development And City Brand Management

The 21st century is the cultural era. The cultural industry is been called the 21st century sunrise industries. Presently, between countries, between cities, soft power competition taking cultural and the values as the core is increasingly fierce. The urban economy strength competition already evolved into the civic culture strength competition. The civic culture industry development is becoming the urban management dominant direction.Urban management, brand in advance. The city brand is an image of city, a good city brand can help the city to strive for an advantageous competition power, to obtain more abundant resources, to capture more development opportunities, and can attract the economical growth essential factor which significantly promotes the city competitive power.Urban culture is a unique city resources, which can not be imitated by any other competing cities, which are the difference between cities, as well as the comprehensive competitiveness of cities. With the acceleration of urbanization process, in a 1000-City's style homogenization era, urban culture, which can fully demonstrate the city's soul and connotation, gradually become a successful sharp weapon for urban difference competition and the core strength of the city brand.Since the 1990's, China's local governments gradually realize the power of brand to city development, and begin to establish brand, to manage Brand. There are successful examples among them, such as Qingdao, Dalian and Boao and so on. But more cities are still at one kind of initial stage to the brand understanding, they are so wavering and fickle on brand positioning that lost the way and miss the opportunity. Because of lack of brand management perspective, science, and no systematic strategic development plans, the magic power of the brand is shortage and has little effect. City Brand in the end how to operate? To the Chinese cities on the present, what kind of brand management can maximize the efficiency, what kind of role should City government act as in brand management, what kind of role the media should play in the end, all of these are the problem which lets many city operators perplexity.This dissertation has carried on the elaboration from five aspects to the urban cultural industries development and the urban brand management. The first part basing on analysis of the domestic and foreign urban cultural industries, points out in the process of industrialization, information, economic globalization, cultural industry and city competitiveness is a two-way promoting. The development of cultural industries to enhance its comprehensive strength and enhance its cultural strength and cultural character, meet the spiritual and cultural needs of a well-off society in urban, form a new economic growth point, is great significance. The second part beginning with the city's unique resources from the city culture, explains city culture is the soft power of city development and a sharp weapon of city brand competition, and initiates a city brand is the core spirit of the city. The third part from the city localization principle, government's role, the existing problems and so on questions carries on the analysis, proposes the good city localization is the brand management foundation. The fourth part from the background, classification, value, pattern, and misunderstanding of city brand management, analyzes the domestic city brand management present situation, and clarified the development way and countermeasure. The fifth part taking Chengdu as an example, carries on a detailed analysis on the specific city, proposes the development direction of Chengdu brand management and the relatively explicit brand concept.