Zhaoyuan City "waldo" City Brand Strategy

Brand plays more and more important part in modern society. Brand strategy is more and more strongly concerned in enterprise, administration and academe. Especially with the speedy development of the realization of regional brand, a lot of cities, no matter big, medium or small, are focusing on brand and promoting the brand tactic, by making good use of the administrative mode of brand tactic to make the city famous and to improve the city's comprehensive competition. With such a background, the thesis closely links to the fact of Zhaoyuan being "No.1 City in National Gold Production" and amply discusses on Zhaoyuan's actualizing its city brand of "Gold Capital in China" from five different parts. After reciting the background of actualizing city brand strategy, it probes into the inevitability of the practice on the brand strategy of "Gold Capital in China" from six aspects. Secondly, it expatiates on the possibility of the practice from PEST and SWOT. Based on the general analysis, it puts forward the mission, target and principle of the practice of "Gold Capital in China". Lastly, it fully discusses the four steps and eight strategic acts that should be taken. The whole thesis profoundly analyzes "why", "whether" and "how" to the practice tactic of "Gold Capital in China", and blazes a new way in greater development of the city with new situation. Through earnest analyzing and studying on Zhaoyuan city, the thesis focuses on the subject that Zhaoyuan should take the advantages of gold resource and the brand of "Gold Capital in China", bring up the city with the character of gold and carry out the plan on brand tactic of "Gold Capital in China". Ultimately, by operating the city brand strategy, so as to let Zhaoyuan seize the historical opportunity of the speedy urbanization in China, and can be outstanding in the new competition among the cities and become a world-famous gold capital.