The Influence Of Creative Industry On City Brand Competitiveness And The Strategy Of City Brand Marketing

With the urbanization process and the competition among cities increasingly fierce,city brand marketing and the competitiveness of city brand has become a hot study topic in the nearly two decades.At the same time,The creative industries in the world have achieved rapid development in recent years,and their contribution to GDP is increasing,the impact on city brand is also growing.The creative industries play a tremendous role in in promoting economic development and competitiveness of countries and regions.At the present time,experts and scholars are studying respectively either the competitiveness of city brand or the creative industries within their own research targets,and few are studying the relationship between the two theories.The paper firstly analyzed the literature review of the theories such as the city brand marketing, the competitiveness of city brand,and the influence of creative industries on the development of cities.Then analyzed and built the mechanisms about the influence of creative industries on the competitiveness of city brand in theory,recognizing that creative industries effect the competitiveness of city brand through economic growth, industrial cluster,the industrial structure effect,effect of cultural infiltration and city brand.At the same time,on the basis of the mechanisms,this paper furthered 10 refinement indicators——each indicator rates from Level 1 to 5,and designed the"radar map"to evaluate the influence of creative industries on the competitiveness of city brand.In addition to theoretical analysis,this article also took Guangzhou as an example for empirical analysis,which confirmed that the mechanisms about the influence of creative industries on the competitiveness of city brand are reasonable, and the impact evaluation of"radar map"is feasible and effective.Last but not least, the light of the findings,this paper ended up with some constructive advisese and measures about how to enhance the competitiveness of city brand and the capabilities of brand marketing by developing creative industries.