Research On The City Brand Marketing Strategy Of Shenyang

At present, the city is the juncture which includes regional economies, politic, culture and civilization. With the high speed development of infomationization and globalization, there are so many competition factors such as information, energy, talents, capital and market. The urban environment has been changed by the serious competition; so the government has to take the marketing methods to stimulate the economy. The city brand can differ from other cities, and it can show the special characteristics of this city. The keys to successful marketing are based on supplying accurate information for the consumer and investor.In the day of filling globalization, if the city plans to realize sustainable development and gain adequate space of development, it should have created the own city brand. It means that develops the right image through spreading the companies'brands. There are also good affects of combining the urban resource and realizing city's value. Although the marketing methods of Shenyang take little effects actually, it is a long way for Shenyang to construct the perfect city brand. Therefore, it is necessary to do research on the way to create Shenyang's brand and in order to come the aim of building state level city true.Based on the writing of city marketing and city brand, I do the concrete research on the marketing theory for city brand and the tactics in my paper. The main idea is to create the special character of Shenyang and promote the image of this city. On the other hand, plenty of reasonable advices of city brand are also good for Shenyang. There are five parts in my paper. First, it refers to the background, the significance and the study results of thesis topic selection. Second, it explains the Marketing strategy in terms of theory; third, it analyses the current situation of city brand marketing, the problems it may bring about and the reasons of the phenomenon. Four, it provides a all-rounded analyze of the benefits and disadvantages of Shenyang, the opportunities and challenge it is confronted with, the target market and the competitors at every corner of the world by using the SWOT. Fifthly, it lists several ways in order to better the marketing, which include the location of the brand of the city, the core value of the city's image, the related design, the spread and the preservation.