Study Of Zhanjiang City Brand Marketing Strategy

Abstract:at present, city marketing, city brand marketing and promotion of the lack of theoretical research, chaotic situation of the city brand con-struction and promotion practices, this paper attempts to based on the local city are discussed on the city brand construction and promotion of the theory and practice, the use of research methods of combining theo-retical analysis and empirical analysis, and inductive method the deduc-tive method of combining, referring to the domestic and foreign related city brand marketing theory, based on summarizing the domestic city brand construction and promotion of the status and problems, based on the customer perspective, in-depth analysis of Zhanjiang city.The exis-tence of the problem of brand building and promotion process, and finally put forward some constructive suggestions.According to the above research, this paper consists of six chapters. The first chapter systematically the inspection of the relevant literature, understand the research status at home and abroad of city marketing theory, at the same time that the purpose and significance of the research, this study adopted route and possible innovation and shortage. The second chapter is about the concept of city marketing and related theory, as the theoretical basis of this study. At the same time, the development process of China’s city marketing and the status of the analysis, while the domestic several relatively successful city marketing case analysis, for the Zhanjiang city brand marketing and promotion to provide practical experience. The third chapter through to the Zhanjiang city brand shaping process review and through investigation, brand image of Zhanjiang city on450internal customers and550external customer analysis, analyses the existing problems of Zhanjiang city to promote the brand construction. Evaluation and analysis of the fourth chapter of Zhanjiang with the city brand resources, probes into the cultivation mode of Zhanjiang city brand positioning and brand of the city, put forward Zhanjiang city positioning and city brand cultivation pattern. The countermeasures and ways to implement the brand strategy of Zhanjiang city in three aspects of the second part of the fourth chapter from the integration of communication design and application, Zhanjiang city brand recognition system of Zhanjiang city brand of Zhanjiang city brand construction and organization guarantee and management measures. The fifth chapter is the conclusion part.