| As the place where China’s modern design originated, Shenzhen is well-known for its strong design industrial foundation. In2003, the plan to make Shenzhen a CITY OF DESIGN was launched by Shenzhen government. Then two phases-city brand orientation (2003-2007) and city brand promotion (2008-), were passed through. In2008, Shenzhen became China’s first city to be designated as CITY OF DESIGN by UNESCO, which stimulated the promotion of Shenzhen CITY OF DESIGN Brand. Shenzhen has been leading the country in design industry and CITY OF DESIGN branding, through which valuable experiences are accumulated. The actual case of Shenzhen CITY OF DESIGN brand is studied in this thesis in order to explore its theoretic and practical implications and to provide reference for the other domestic cities that are building city brands. This thesis is based on theories about creative industry and city brand, home and abroad. The strengths, weakness, opportunities and threats (SWOT) of Shenzhen CITY OF DESIGN Brand are studied in Chapter3. City brand orientation, city brand promotion and city brand value are analyzed in Chapter4and Chapter5. Suggestion for future exploration of Shenzhen CITY OF DESIGN Brand is given in Chapter6. This article is the paper to study Shenzhen CITY OF DESIGN Brand systematically. Shenzhen CITY OF DESIGN Brand has been discussed for over10years among the domestic scholars after it was put forward, but it is seldom studied in a paper by using such detailed references and data. Conclusions of this essay are as follows:(1) CITY OF DESIGN branding is a public service project promoted systematically and comprehensively, which should be adopted by the city governor to provide better service for the residents;(2) crossed peculiarities of the value of CITY OF DESIGN brand consist of communal value, economical value and cultural value;(3) the promotion of CITY OF DESIGN brand should keep a dynamic tendency-the main promoters and the branding methods shall diversify strategically. |
PDF Full Text Request