Research On Construction Of Hefei City Image From The Perspective Of Brand

Hefei as the capital of Anhui, faced with greater opportunities and challenges when becoming the Deputy Center of the Yangtze River Delta city group. With the urban construction and development,it need personalized shaping a city’s brand image, thereby enhancing the competitiveness of the city. In the economic development and cultural progress, science and technology innovation development, ecological protection and so on various aspects as a whole, forge a strong brand of Yangtze river delta.The emphasis in this paper is to examine the image of the city of Hefei from the brand perspective, co-ordinate factors, looking for the path to enhance the exploration of urban brand image.Firstly, establish a research framework based on the city brand image in many previous studies, through the literature, case analysis and other methods of constructing the theoretical framework, determines the research emphasis of this paper. Through sampling investigation, data statistics and analysis, to understand the cognition of Hefei city brand image of the audience, to lay the foundation for the next research.Secondly, on the basis of the existing theory, combined with the focus of research and survey data, construct the "evaluation index identification factors, economic factors, environmental factors", and take this as the foundation, carried on the analysis to the present situation of Hefei city brand image for further study and exploration.Finally, starting from the present situation of evaluation, to propose targeted measures, it is also the key of this paper. The construction of the content of three factors called "recognition, economy, environment".Identification of factors mainly include the city location, city spirit, city vision of three parts, which follows the city positioning of "Lake City", put forward the "innovation, tolerance, justice" city spirit and full of flavor Lake City Vision system. Economic section is mainly from the policy of "with Shanghai as the center of the Yangtze River Delta city group deputy center" of the national planning and economic development of Hefei self expansion. The main part of environment includes hard environment and soft landscape of humanistic. Based on the three factors of "Recognition, economy, environment" three factors as the basis, plan as the whole city brand shaping.