The Strategy Of Brand Marketing Of Quanzhou City

With the development of urbanization, urbanization in our country has madeoutstanding achievements. The “China’s New Urbanization Report of2012” pointedout that China’s urbanization rate had been above50%. It means that China’s urbanpopulation has been larger than the rural population for the first time and China’surbanization has come in to the key stage of development. At the same time, due tothe development of urbanization in China, the competition between cities has beenincreasing, and building city brand has become one of the mainly condition betweencities. As one of the many cities in our country, Quanzhou must strengthen theurban competitiveness by building strong city brand.By analyzing the domestic and foreign research achievements of the constructionof urban brand, and through on-the-spot interview and cases studies, this papersystematically analyzes the marketing strategies Quanzhou should adopt in theprocess of building city brand. At first, this paper provide certain theoretical basisbased on the related literature of city brand, and expounds the research content,purpose and meaning of articles. Secondly, through interviews, to make SWOTanalysis on the present situation of city brand marketing of Quanzhou, understand thepresent stage of Quanzhou city brand marketing and problems. Finally, from twoaspects of strategy and tactics to make the analysis on Quanzhou city brand marketing,putting forward marketing strategies suitable for Quanzhou city brand development,and pointing out he research limitations and future research direction in this paper,This article through a systematic research indicates that Quanzhou city has beenwith all aspects of the sufficient condition for the construction of city brand,meanwhile, the construction of city brand has become a necessary condition for thedevelopment of Quanzhou. This article points out that the Quanzhou city brandpositioning should locate in "culture" and "overseas Chinese" and it provide acertain amount of marketing strategy to the construction of brand of Quanzhou...