The Research On City Brand Positioning And Marketing Management Strategy Of Xi’an

In2001, the Nobel economic prize winner John Bates Clark said:“China’surbanization and the u.s.-led new technology revolution will be the two importantevents that influence humanity in21st.”As the gathering place of human production andlife, the history of city has5500years since it formed. In the background of rapidurbanization, China’s cities face more severe challenges than western countries’. As atypical inland city in China, Xi’an meets a series of strategic opportunities, the topic offind what way to implement the Scientific outlook on development, and realize thesustainable development in the future, has caused the wide attention of scholars.City marketing theory comes from the practice that foreign scholars deal with thecity crisis, its core is city brand strategy, it is an effective way to solving citydevelopment problems, promote the urban value and competitiveness. Different fromgeneral enterprise, city is an organic system that contains economic, social, cultural andenvironmental factors, so it is not equal on the choice of marketing strategy ofcommodity. While the city brand marketing discipline with the character ofcomprehensive and cross, that provides a large degree of theoretical support and realityinspiration on building Xi’an city brand and implementation of brand management.Therefore, this essay includes the following aspects of the main content:First, from the domestic and overseas relevant research on city marketing and citybrand, the paper leads a necessary method of city marketing and brand to cope with thechallenges of urbanization, enhance the competitiveness of city, and promote the city’sinternal and external values in a high-speed urbanization development period in China.Since the West development in2000, considering the increasingly important strategicposition of Xi’an and the necessity of implement the scientific outlook on development, walk the path of urbanization with Chinese characteristics, Xi’an also need to build thecity brand with the reference of domestic success city in the construction of the citybrand experience. Mainly talk about experiences of the situation of Xi’an city brandpositioning and the events shaping in the past nearly10years, and concluded theaffecting factors of Xi’an city brand that including history foundation, reality ofresources and environment, and the future development trend.Second, based on the analysis of affecting factors, use qualitative research methodGrounded theory that pointed the overall city brand(the lord brand) of Xi’an-" Ancientcapital, New city" and four sub-prime city brand (deputy brand)-"China historical andcultural city","Western ecological livable city","Western traveling city","Westernscience and education center".Thirdly, under the guidance of Xi’an city brand marketing objectives and story line,pointed the overall and each sub-prime city brand marketing strategies, mainly are: cityproduct strategy which includes the city characteristics of Xi’an, with the major eventactivities as an opportunity event marketing strategy, the promotion strategy whichusing public media to advertise city in the media and the network time, as well as somerelevant suggestions like Xi’an historical and cultural city protection and renewal,ecological environment protection, technology investment immigrant, also can beregarded as Xi’an city brand marketing integration strategy.Fourthly, discussed Xi’an city brand marketing strategy implementation.Proposedthe subject organization which implements Xi’an city brand marketing and management,it is “Xi’an city marketing committee” that composed of the city governmentdepartments, social groups, and citizens. Given four aspects of specific measures on citybrand marketing and management: Clarify the government responsibilities; use legalmeans to strengthen the brand management; emphasize the whole people to participatein the marketing process; and improve brand management performance evaluationmechanism much scientifically.