Marketing Strategy Study For Jieyang "lingnan Shuicheng" City Brand

Nowadays, an increasingly competition among cities is becoming more and more fierce. In order to achieve a leap forward, many cities conduct a strategic thinking and tactical marketing management system for urban planning, urban development to create their own city brands. A brand is becoming more crucial for a city to concentrate and play full advantages to highlight its character, conduct its science management, improve its reputation, and to enhance its core competitiveness to promote a rapid and healthy development for the city. Jieyang city has very rich and diverse natural resources, especially its cultural landscape; however, these great sources did not bring Jieyang city popularity and reputation although its local government had already launched lots of work to increase its city's awareness and reputation.It is crucial for Jieyang city to create a"Lingnan Shuicheng"city brand to maintain the core cultural value of this city. According to theory of Marketing Strategic Management, this research is developed to examine the situation, meaning, problems and opportunities for Jieyang city's brand marketing which is base on its own unique characteristics and resources. Compound with recommendations, the findings of the study would enable Jieyang to devise appropriate management and administration to enhance their attractiveness and reputation in the city brand market.