A Research On City Branding Construction Of Qiqihar

The 21st century is the era that cities develop and compete. Branding has spread from the commercial field to every field of today's society; city branding is one of the most important fields. More and more researchers have concentrated themselves on the topic, and actively engaged in applying brand theories into the city brand construction. It has been a much deserved issue to study how to make full use of Qiqihar's resources advantages to promote its competitiveness and build Qiqihar's city branding.The thesis, taking Qiqihar as a research object, applies the theories of the combinations of theories and practice, qualitative and quantitative methods, and SWOT analysis, and aims to build the Qiqihar's city brand. Based on the investigation of the present conditions of Qiqihar's city brand construction, this research, objectively analyzes on the relevant factors of the positioning of Qiqihar's city branding, to smoothen the conformity of city positioning which is focused on the positioning of scale, industry, function and features; city branding positioning which is focused on the positioning of tourism, human-accommodable, capital centralized, and markets, in addition, the city positioning and the city brand positioning should match the city development. Then, this paper applies the theory of CIS to design and plan the city branding of Qiaihar innovatively, and finally puts up with the suggestions and countermeasures on city branding of Qiqihar, such as optimizing industries, designing on city images, establishing the city operating philosophies, and effecting talents strategies. This research will help and contribute to the practice of Qiqihar's city brand construction; meanwhile, it has the reference value to the city brand construction in other similar cities.