Small City Branding Research

The competition between cities are unuseally fierce on the21st century. In order to stand outin the compition, cities at home and abroad are on the urban brand road. Successful urban brandlies in the reality that its target audience identify with its unique urban brand personality, andconstantly it attracts more tourists to the city tourism, more and more investors to invest in the cityand more and more people to settle in the city. However, the success of the urban brand shaping isnot an easy task. Many cities in our country imitated each other when they were building urbanbrand, which resulted in a "sameness" field of vision, especially some small and mid-sized cities,which are weak in economic,counterfeited megapolis and big cities mechanically in buildingurban brand,as a result they are lack of their own characteristics and they have no advantage in thetide of competition. Therefore, the problem of creating urban brand of small and medium-sizedcities is worth studying. Taking Ganzhou city as an example, this paper focuses on the problem ofcreating urban brand of small and medium-sized cities, in order to bring about some thinking forcreating urban brand of small and medium-sized cities.The main body of this paper includes six chapters: The second chapter, the research status ofurban brand at home and abroad. Through the literature research, this section briefly comments theurban brand research status at home and abroad on the basis of analysis on the relevant researchcontents of urban brand; In the third chapter, the experience and enlightenment of consructingurban brand at home and abroad. Takeing London, Hong Kong and dalian as case cities, thischarpter not only discusses the experience of building urban brand, but also summarizes itsenlightenment: The urban brand construction should be systemic; Urban brand positioning shouldbe achieved clarity; Urban brand communication should be ensured integration; Urban internalbrand should not be allowed to ignore. The fourth chapter, status analysis of urban brandconstruction of small and medium-sized cities.This chapter discusses the present situation of smalland medium-sized on urban brand construction and sums up some problems of them in urbanbrand construction. The fifth chapter, the SWOT analysis of Ganzhou city brand construction. Bymeans of SWOT analysis, This chapter analyzes the disadvantages and threats of Ganzhou urbanbrand construction, and also finds out its advantages and opportunities, finally, it summarizes itstotal advantages, which provides realistic basis for ganzhou to build urban brand.Chapter6,Analysis of Ganzhou urban brand positioning. On the basis of questionnaires survey for ganzhoucity residents and tourists, This chapter gives descriptive statistics analysis and exploratory factoranalysis of the reasearch datas by SPSS11.0, and does a further IPA analysis for the correspondingfactors. At the end of this chapter, the writer gives some ideas about urban brand positioning forGanzhou according to the analysis of the data and its real advantages.Chapter7, analysis of Ganzhou city brand communication strategy. Based on the analysis of the urban brand mode oftransmission and city brand image mark and the existing deficiency urban brand communication,the chapter deeply dicusses the present situation of ganzhou urban brand communication. In viewof analysis of the status and the experience of domestic and foreign cities in spreading urban brand,some countermeasures of urban brand communication are put forward for Ganzhou.The six main chapers stated above are mutual connected. The analysis of research status ofurban brand at home and abroad is the theoretical foundation of this paper writing, and theresearch on experience of London, Hong Kong and dalian in constructing urban brand providestypical case studies for small and medium-sized cities. The present situation of constructing urbanbrand of small and medium-sized cities is the realistic basis for their building urban brand. In thethe fifth, sixth and seventh chapter, the writer takes Ganzhou city as an example. Based on theanalysis of the advantages of Ganzhou city in creating urban brand, this paper discusses about howto creat Ganzhou urban brand from the two major steps of creating urban brand, the urban brandpositioning and urban brand communication, which has certain practical significance.