The Choice And Application Of The Region Branding Model In Gansu

With the development of market economy and the emergence of new economic order, great changes have taken place in the method and main body of competition in the domestic market. The object of competition has become from merchandise to brand, and the main body of competition has been expanded from enterprises to regions, brand becomes a symbol of a region's economic strength. As a space for production and consumption, the region can not rely solely on the strength of public government and policy to form and enhance regional competitiveness, but will have to introduce a new development strategies and tools. So the study on regional brand is growing concerned by more and more people.In Northwest of China, Gansu Province is economically underdeveloped areas. How to enhance the overall economic strength is being the main issue currently in Gansu. The effective solution is to implement brand strategy and grow regional brand in virtue of characteristic industry clusters in Gansu, This paper attempts to provide a new regional development idea with Gansu from the point of view in regional brand.To develop regional brand in Gansu, we must find a suitable pattern of regional branding, which not only fit regional industry, but can sustained enhance the competitiveness of regional industries. Recur to expound correlative theory, the paper propose four kind of pattern for regional branding, and think that promoting regional appearance is a suitable pattern for regional branding in Gansu. At last, this paper put forward some proposals about how to implement this pattern in Gansu.