The Study Of Regional Cultural Branding Model

Future decades are a special phase for our country to develop economy, following with ahuge challenge about competition among all kinds of brands. How to distinguish the culturalbrands that have regional characteristics and traditional images from other typical oneswithout being against the rules of economic development is the problem that we will face with.Hence, regional culture has not only been discussed in public, but also been workedsuccessfully in brands’ establishment.This thesis will take Xie Fuchun of Yangzhou as an example to study on building modelsof regional cultural brands. The article will summarize early building models by finding andanalyzing the connections among the development of Xie Fuchun, Yangchou’s geographicaland cultural environment as well as regional culture. Then, through approaches of datacollection and case analysis, we will do some researches on the building models ofPehChaoLin, which is also a classical cultural brand as same as Xie Fuchun, and generalize aset of building models that are perfect for Xie Fuchun. An exact market positioning is thebasis of building the brand--Xie Fuchun. In terms of current society and market circumstances,the thesis also does SWOT research on Xie Fuchun. Conbined the research result withbuilding model of PehChaoLin, the new building model that taking Xie Fuchun as regionalbrand of Yangzhou can be assured, and will be put it in practice. Besides this, some othersuggestions about development of Xie Fuchun are been put forward.This thesis is intended to offer useful theoretical basis to help developing future regionalbrands with fixed rules or results that are concluded by studying on the brand, Xie Fuchun.