Study On Brand Building Of Characteristic Towns Based On Regional Culture

Since Zhejiang Province proposed the concept of “characteristic towns” and walked in the forefront of the country in its construction,the construction and development of characteristic towns have gradually become one of the important measures to promote new urbanization in recent years.The concept of characteristic towns has been widely spread and advocated in China nowadays and all localities have learned from successful cases and strengthened the construction of local characteristic towns.We need to study and accumulate experience to learn how to create a truly recognizable,cognizant and influential characteristic town under this circumstance.This topic studies on the related issues of the current characteristic towns' construction and studies on the importance and necessity of regional culture to the brand building of characteristic towns combined with the analysis of some specific cases.It based on the regional culture summary to summarize the strategy method of brand building of characteristic towns and it is committed to providing corresponding reference for relevant theoretical research and case practice.This paper first studies the connotation,the classification,the development process,the present situation and the development trend of characteristic towns,and then it puts forward the concept of the characteristic town brands studied in this paper.It analyzes brand positioning,brand culture and brand image as three aspects and subdivides the brand elements of the characteristic towns.Secondly,the concept and characteristics of regional culture are analyzed,and the connotation and extension of regional culture are analyzed from the perspective of brand building of characteristic towns.On this basis,the connotation and extension of the connotation are carried out.After an in-depth analysis of the concept and relationship of brand elements and regional cultural elements in characteristic towns,this paper continues to propose a brand strategy based on regional culture from different levels of the brand building of characteristic towns,and proposes a certain integrity and Systematic strategic system.Finally,taking “Fascinating Yangshan” as a practical case,it demonstrates the strategy of brand building of characteristic towns based on regional culture proposed in this paper.