Research Of Qingdao Brand Economy

Qingdao has formed brand economy based of large enterprises with famous brand, which are cultivated in Qingdao itself. Brand economy has become an important characteristic of Qingdao economic development, one kind of an important motive force of urban construction, and formed characteristic in whole nation. Facing the tide of globalization, Qingdao needs to push forward the development of the brand economy further, and turns the brand enterprises to brand economy, brand economy to brand city. Only that way can Qingdao keep and raise its region competitive advantage of self.Starting with the discussing of brand economy theory, the thesis goes deep into the development course and rule to study Qingdao brand economy. Throw the comparison with other countries and cities of home and abroad, the thesis puts forward the strategies direction and the countermeasure, which will promote the development of Qingdao brand economy further. The thesis comprises of four chapters.Chapter one defines the intension of brand economy, and concludes the developing rule of brand economy overseas and various typical phenomenon and patterns appear in China since the reform and open, such as Qingdao, Guangdong, Suzhou, Dalian and Wenzhou. Based on the research of the rule, this chapter constructs a brand economy system of city, which has three subsystems, including the base of brand economy, the phenomenon of brand economy and the effect of brand economy. The chapter also points out the mode of reciprocity upon the three subsystems. All the contents above draw a frame of the theory for the thesis.Chapter two chiefly describes the developing actuality of Qingdao brand economy. It reviews the developing course of Qingdao brand economy, summarizes the effects that Qingdao brand economy has made, figures out four big rules of Qingdao brand economy, which are the importance of society atmosphere lead by the government, the mutual progress of enterprises and the brand, the rapid developmentof brand by grasping the opportunity and the conjunct growing of enterprises and enterprisers. Moreover, this chapter compares the enterprises with famous brand and the development of brand economy between Qingdao and other cities inland and overseas, which provide experience for the development of Qingdao brand economy.Chapter three is devoted to the research and analysis of the problems and opportunities that Qingdao faced background the globalization. By now, Qingdao still confronts with many kinds of deep hierarchy problems, such as the weak strength of the brands, huge enterprises without huge industries, and the inadequacy of government effect. But meanwhile, Qingdao also possesses superiority resources and chance such as first-rank geography position, excellent environment and favorable industry structure, etc.The latter part of the thesis advances the developing strategy direction and the countermeasure of Qingdao brand economy, with the respects of city orientation, resource marketing, industrial cluster, broadening opening, enterpriser team and government effect, etc.