Research On The Brand Strategy Of Z City

The city Z,located in the north-eastern Guangdong Province,is near the shared boarder of Min,Yue and Gang Province.It covers an area of 15876.06 square kilometers.As the development of urbanization speeds up,the city Z also meets with its new chance. It means that Chinese cities,especially the middle-sized and small cities,have a larger developmental space.A city is not only an administrated region but also a huge enterprise and product.Apparently,For these cities,how to attract investment and talents has become a required course..The successfully building of city brand can greatly improve the cohesion,attraction and radiation of the city,through which can improve the competition of the city and promote the local residents’ income.Meanwhile,it lays a foundation for the continued development.The ecological environment of Z city is superior, the resources condition is good, the cultural inside story is deep, the city brand has certain basic condition it is necessary and argent for Z city to develop its own brand.The aim of my research is to make an efficient and developing brand strategy for Z.In my paper,it states that chances and threats which bring by the environment during the development of urbanization by analyzing the macro-environment and micro-environment.It also points out the environmental potential and competitive advantage of Z development of brand city. Besides,it draws a conclusion of advantages,disadvantages,opportunities,and threats by using SWOT Method,providing a gist for brand strategy.Based on the research of the current situation of Z’s city brand strategy and orientation are not clear enough,its element is not scientific enough and the way of transmission is single.After reforming the goal of it,my paper points out the suitable choice of it,Besides,it puts forward or optimization plan for Z’s brand development after carding the branding idea,strategy,orientation and element.Meanwhile, it comes up with the solution of it with the tools of modern media.Finally,in order to ensure the efficiently carrying out of Z’s brand strategy,my paper suggestion that the guarantee of system,finance and human resource should be strengthened. In the end,I really hope that my research is useful in building up city brands for the cities in China.