The Evaluation Of The Brand Influence Of Zhejiang Special Town And Its Optimization Strategy

Since April 2015,with “Guiding Opinions of Zhejiang Provincial People's Government on Accelerating The Planning and Construction of Characteristic Small Towns” has been issued,the developing of characteristic small towns in Zhejiang have set off a new round of upsurge.As the same time,in the new era of global competition and the commercialization of many other fields,it is a new research subject to meet the requirements of the market to shape the regional brand effectively and enhance the regional brand influence.Checking the development process of characteristic small towns in Zhejiang,we find that the gene factors with brand effect of characteristic small towns have been formed from its natural resources of the industrial agglomeration,and then have gained the strengths of characteristic town brand influence more or less.Among them,there have been some characteristic small towns which create a unique town name card by using its brand influence effectively,and also there have been some characteristic small towns which kill its soul of the characteristic by using its brand influence indiscriminately or deficiently.The construction of characteristic small towns' brand and the construction of its brand influence should be put on the agenda immediately.So,This thesis attempts to explore the deep relation between characteristic small towns and its brand influence,through data collection,case analysis,data checking and summarizing to launch comprehensive research on characteristic small towns in Zhejiang,getting an evaluation index system of brand influence by its theoretical support and data support,getting brand influence ranking of characteristic small towns by mass and professional perspectives support,on this basis,a more scientific and rigorous optimization strategy is put forward in order to provide useful insights for developing of characteristic small towns in Zhejiang.