The Research On The Town Brand Construction Of Qingkou Town

Towns are the hubs to join urban and the rural, town development can coordinate urban and rural economic development, transfer the population in the urban, add the urban resource, drive the rural economic development. Currently, urbanization is fully launched in China, to stand out above the numerous towns and model a distinctive town brand is particularly importance. Therefor, this paper based upon brand building relevant research results, analyzes the town brand building system requirements and dynamic mechanism, combing the relevant processes of town brand building, and finally, put forward countermeasures and proposal for Qingkou Town brand building.This paper in-depth reviews domestic and foreign brands, urban brand, town brand relevant studies, and detail analyzes town brand building system requirements, propose town brand building impetus and impetus rectifying adjustment. Then, this paper analyzes town brand building policy by linking brand position, image modeling, cultural inheritance and marketing integration. Base on above studies, this paper application to SWOT analysis, probes the superiorities, inferiorities, opportunities and challenges in the process of Qingkou Town brand building, definite Qingkou Town brand building strategy choice. During the studies, the paper basing on Qingkou Town brand building objective situation, polling audience subjective impression and evaluation by means of questionnaire survey, and finally, investigating Qingkou Town brand building location and focus, giving the Qingkou Town brand building policy and proposal.Through the studies and overall analysis of various influences, Qingkou Town brand building is in the situation of superiorities-opportunities (SO) combination, Qingkou Town is capable of constructing a be known as "new automotive town, beautiful Qingkou" town with automotive industry as leading. By shaping reflect regional characteristics and car culture of Qingkou Town visual recognition system, behavior recognition systems, the concept of identification system, and improve the image of the town, and integrated marketing to promote Qingkou Town brand. Meanwhile, the "automotive town, beautiful Qingkou," the brand’s success in creating a need based on the Qingkou Town’s history and culture, regional folklore, car culture, cultural heritage polish automotive town brand; based industrial layout of scientific planning, the automotive industry gradually extend the chain to improve the industry support the proliferation of brand power; based on promoting the use of new green technologies, effective prevention and control of pollution of the town, continue to strengthen environmental awareness, create a landscape view of science to create a beautiful ecological car Metro; foothold constantly improve public services, and constantly improve the infrastructure to continuously optimize the investment environment in order to enhance brand appeal through the efficiency of urban services.Through the construction and operation of brand,the fanscination of Qingkou Town can be improved continuously,and the development of Qingkou Town will be promoted in a sustained and healthy way.This paper start with town brand building theory, specially studies Qingkou Town brand building strategy, enrich the studies contexts in the aspect of town brand building to a certain extent, and also for providing a reference for town brand building strategy of Qingkou Town.