City Brand Strategy Study

With violent competition between cities, creating urban brand is the key that city realizes sustained development and it is also the core concept that commands urban modern construction. Therefore the theories of urban brand became a research hot-point in the present, native and foreign scholars explore widely kinds of views on the urban brand.This paper puts forward inner brand view, audience view, marketing view, image view, culture view and reviews on research situation. this text puts forward city brand from the city of inevitability commence, analyzes local management of the city brand, put forward the necessity of city marketing and city brand strategy. then the system discuss the connotation, main factors, classifications, characteristics of the city brand and talks about the different places of city brand, product brand and business enterprise brand .in the meantime, it talks about how to carry on the strategies of the city brand and carry on detailed introduction. It points out the brand strategies of the city brand and the job that is needed to do as the foundation of programming. It talks about the investigations, the particular environment, the fixed position, the core value of the city brand and target consumer choice etc. The writer aims at Chinese city brand strategy, the existent mistakes and the shortages in the organization management of the implement. It puts forward a constructive suggestion on how to carry on the management of brand strategies. This thesis mainly adopts a cultural heritage research, quantitative analysis and analytical research methods.