Urban Brand Shaping And Communication Of Lujiang

As the town increased competition, the development resources of cities and towns are increasingly concentrated in the dominant position of them. How to maintain the advantage in the competition, marketers have put forward the concept of brand marketing towns and use brand to control the market. In the fact, the brand-impact towns have strong competitiveness. Richness of urban functions and the complexity of urban functions, which make the brand building of urban become more complicated. From the angle of economic, cultural, transportation, the environment to housing, security, education and urban construction, each of the factors is related to the brand of a town shape, it is a complex system of enormous project.At present, the lack of individuality in some towns is normal, attributed most of the town not from the perspective of strategic positioning to consider the long-term development of the town, only city-based landscaping, real estate planning and investment, such as single factors to consider, urban greening and rush to engage in the so-called image projects. This approach is not only a waste of human and material resources, but also affects the long-term development of a town.The author was invited to participate in shaping the urban brand and communications research Lujiang by the Publicity Department of Lujiang County by the cooperation opportunity of Anhui University and local governments and systematic study of the basic theory of urban brand Lujiang town a brand and communication in-depth. Through the Lujiang empirical analysis of enriched and deepened the theory of urban brands for the relevant city managers Lujiang government and provide strong theoretical support.This article begins the process of urbanization and cities caused by resource competition snatch analyzes the status of domestic and international urban brand research, the second chapter from the general understanding of urban brands, mainly on the urban similarities and differences between brands and product brands and relationships. The third chapter researches Lujiang respectively, from the macro environment and micro environment in which the two aspects Lujiang specific environment, to further the understanding of Lujiang. Chapter IV is according to the last chapter of the environmental analysis for the Lujiang developed strategic positioning. Chapter Lujiang around "Hot Charming Town" positioning, brand strategy Lujiang the development of local conditions, how the future implementation of brand strategy in practice to make some constructive suggestions. The final chapter summarizes the full text of Chapter VI, and put forward some guidance on the feasibility of Lujiang expects more competition in the future advantage.