Concept On The Brand Building Strategy Of Yuanling City

Yuanling City, known as the ancient Yuanling ("Yuan" means the forerunner or the very first) and the "Gateway of west Hunan", is the center of military, politics, economy and culture of West Hunan Province in the ancient Qin, Chu, Han Dynasty as well as the Warring States Period. It is a city with rich cultural heritage and an inspiring place producing outstanding people, boasting rich tourist resources like the relics of the ancient city in Qianzhong County and the Temple of Dragon Prosperity. In the new century, more attention will be drawn to the buried mystery of them.This thesis tentatively put forward the concept on the brand building of Yuanling City from the perspective of further exploring Yuanling's history and culture and boosting its tourist industry thus to ultimately spur the local economy. In other words, it tends to make Yuanling into a modern leisure city with antique flavor and the second international brand following Zhangjiajie City. This thesis is divided into 5 parts with its focus on the SWTO analysis and the influencing factors during the brand building of Yuanling's city, and finally raise the strategy of it.