The Study On Urban Cultural Brand Promotion Strategy Of New Huangdao

The city is the product of productivity growth and progress of human civilization,and become an important part of human civilization. After the Industrial Revolution,the city in the modern sense can be gradually formed, the city’s economic and socialstatus have been greatly improved, and thus the process of human civilizationsignificance. Since the reform and opening up, China entered a rapid developmentstage of urbanization, resulting in increasing competition between cities, urbandevelopment homogenization prominent traditional development methods have beenunable to ensure the competitiveness of the city, to break through the bottleneck ofurban development, looking to the city development of a new direction to become anew research topic. Today’s society, cultural soft power on the role and significance ofurban development has become increasingly prominent, to create their own cultureand the culture of the brand image of the city to become a modern society based onmagic, culture has become after the economic and political inter-city competitiontoday another battlefield.December1,2012, according to the regional planning Qingdao, Huangdao Districtand former Jiaonan merged new Huangdao District, Qingdao City, according to the "core of Jiaozhou Bay, the formation of the east coast of the old city, the new city inthe West Bank, Metro North Shore Commodities shaped distribution pattern "of the"Tri-Cities area of interaction " approach to development, as the " new city in the WestBank,"the new Huangdao district was given a new historical mission, full of newvitality for development. For a long time, the old Huangdao, Jiaonan especially inpeople’s minds is always unable to get rid of the shadow of the countryside, affectingthe city’s image and development. Therefore, the strengthening of economicdevelopment in the study of a new culture of Huangdao District, Huangdao refineand promote the cultural symbols to create new cultural brand Huangdao, urbanculture to enhance competitiveness and promote urban development is of greatsignificance.Currently, the new Huangdao district is still in the growth stage, did not form theirown culture and the culture of mature brands, and theoretical studies of urban culturein shaping and disseminating the brand is still in the exploratory stage, there is a biggap compared with developed countries, urban culture branding research there isgreat room for improvement, theoretical guidance systems science is very important.To solve these problems, dig new cultural resources Huangdao, Huangdao researchto create a new brand of fashion culture, urban culture in the development andpromotion of new branding theory Huangdao city competitiveness are of greatsignificance. In theory, through the promotion of urban culture brand strategy for newHuangdao this case, one can conclude that the urban culture of its own brandingstrategy; hand its targeted theoretical studies of urban culture brand promotion canprovide data to support, is important for improving urban culture branding theoretical system, explore the establishment of urban culture brand promotion mode. In practice,the integration of urban culture brand promotion, help make the city better protectionof cultural resources and heritage, and promoting the development of culturalindustries, in favor of sustainable driving force for economic development andstimulate the vitality of urban development, improve new Huangdao citycompetitiveness.In this context, this paper established a new brand of urban culture Huangdaodistrict for the study, through access to domestic and foreign books, journals andpapers and other documentation associated with urban culture brand, collation andanalysis of fully formed city and promotion of cultural theory to build the brand as thetheoretical basis for the study; through access to information and field research visitsAnnals of new Huangdao existing cultural resources, mining, and analysis of itscultural brand status quo; then integrated marketing, brand theory and knowledgedissemination, urban studies, sociology and marketing, etc., from a theoreticalextension of the double meaning and guidance to start construction of new refiningHuangdao cultural symbols, made its way to urban culture and urban culturebranding brand promotion strategies, in order to provide a brand new urban cultureHuangdao promotion of some theoretical support with reference to nature, to enhanceits cultural soft power and overall competitiveness.