A Study On City Branding Construction Of Chang-Zhu-Tan City Group

As the rise on China's urbanization, there are more competitions in urban unions. In the limited available resources, cities begin to use urban brand to attract resources to enhance the competitiveness of cities. Some of the cities in China is being or has been with the urban brand building, and make remarkable achievements, such as Hong Kong, Beijing, Shenzhen and Hangzhou. The time for the core city circle of Hunan province from plan to construction is still very short. To the east of it is Yangtze River Delta with Shanghai as the center of the city group. To the south is Pearl River Delta which center is Guangzhou. To the west is Chengdu-Chongqing Economic Zone and north with Wuhan Economic Economic Zone. Region's rapid economic development makes the competition between the urban agglomeration is inevitable. So how to build City Group brand to have a dominant position in the competition is very worth studying.The article uses the narrow sense of Chang-Zhu-Tan city group including Changsha, Zhuzhou and Xiangtan as the research object. The city group brand building is discussed using a combination of theory and empirical and qualitative analysis and statistical analysis based on data. This article systematically discusses the meaning, features of the urban brands and the difference between urban brands and goods brand. At the same time, it studies the necessity and construction status of the core city circle of Hunan province brand and analyzes the resource advantages of this city group. The opportunities and threats of the brand building are also discussed. Classified position of the core city circle of Hunan province is set including core location and minor core location. Furthermore, this article designs a questionnaire for how to build culture, leisure and tourism city and analyzes results by IPA. So a more rational proposal is put forward. Finally, according to advantages and disadvantages of brand building in domestic and international cities, the article comes up with specific measures to brand building of Chang-Zhu-Tan city group.