| Hot springs are great advantages of Fuzhou. They can be found in the central city, and that is unique in the national capital city. In order to meet modern tourism development, and fully demonstrates the basic content of Fuzhou tourism advantage, product features and cultural essence of resources, to further enhance the overall tourism image of in Fuzhou, and to build a tourist destination city, Fuzhou made "HOT SPRINGS ANCIENT CAPITAL, A CITY OF BLESSING" for the city tourism slogan in 2010, so that "HOT SPRINGS ANCIENT CAPITAL" has become an urban brand of Fuzhou.The urban brand of "HOT SPRINGS ANCIENT CAPITAL" has a powerful attraction and cohesion to the target audience. To enhance the urban brand of "HOT SPRINGS ANCIENT CAPITAL", not just a matter of Fuzhou hot spring tourism, and economic development is related to Fuzhou, related to the overall image and the overall influence of Fuzhou. This paper reviews Fuzhou "HOT SPRINGS ANCIENT CAPITAL" city brand construction and development process of the hot spring industry in recent years, and summed up main practice and major policy on "HOT SPRINGS ANCIENT CAPITAL" city brand promotion. Based on that, this research use analysis methods such as literature research, interdisciplinary research and inductive deductive analysis, as well as the SWOT model to analyze the urban brand of "HOT SPRINGS ANCIENT CAPITAL", and come to the result that we must propose the principle of "strong quality, outside the plastic image", and focus on "HOT SPRINGS", "ANCIENT", "CITY", and make a fuss, comprehensive approach to improve the urban brand of "HOT SPRINGS ANCIENT CAPITAL". |
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