The Government Action And Strategy On The Regional Brand Construction Of Zhejiang Characteristic Town

Regional brand is the outcome that social economy develops for certain historical period,referring to that within the range of certain administrative or geographic region,taking the local government as the leading role,enterprises the main body,and relying on the carrier of industries to mutually develop and maintain a public brand,which plays a significant role in improving the regional influences and the development of the local economy.In the process of regional brand construction,the local government plays a significantly key role unable to be replaced by other stakeholders mainly due to the public properties of regional brand.Characteristic town originates from Zhejiang,firstly mentioned in 2014 and popularized nationally in 2016.Different from "town" of administrative division units and industrial parks and scenic zones,characteristic town is a specific location gathering talents,technologies and capital and other high-end elements and it is also a major function platform organically combining industries,city,human and culture.Until February 2018,there are two batches of characteristic towns nationally,totally 403 pilot projects which are more than 2000 plus the provincial towns established by different regions.Thereinto,there are totally 108 provincial characteristic towns in Zhejiang which have become new carriers reflecting the regional brand of Zhejiang and new models realizing new urbanization under the new normal.This paper selects the regional brand of the characteristic towns in Zhejiang which are the most dynamic and influential nationally as the research object.Firstly,it introduces the connotation characteristics of the regional brand and the relevant theoretical basis on the regional brand construction by the local government,and defines the local government's role and specific behaviors in its promoting the regional brand;secondly,it carries out analysis from perspectives of the connotative meanings,brand genes,structural evolution and basic advantages of characteristic towns,illustrates the action logic of Zhejiang in constructing the regional brand of its characteristic towns,summarizes the government actions in Zhejiang in the process of the characteristic towns' regional brand construction,and analyzes some high-differentiation-degree characteristic towns' brand cases.Then,it puts forward through analysis that there are five problems existing in the current process of characteristic towns' regional brand construction in Zhejiang which are respectively are:a lack of regional brand strategy planning,unclear industrial features,insufficient functional convergence,insufficient high-end elements introduced and insufficient opening up to the outside world.At last,it suggests that to develop the characteristic towns' regional brand in Zhejiang,it is necessary to shape from the overall level of regional characteristics,to make brand plans of the towns,to implement brand standard strategies and to widen the path of the reform of the towns;it is necessary to cultivate and develop the specific industrial economy and the leading backbone enterprises,to strengthen the guarantee of high-end elements,and to insist innovation driving;it is necessary to perfect the market mechanism,to strengthen the brand regulation,intellectual property protection and credit system construction;it is necessary to improve the charms of town construction,to develop the characteristic landscape,to coordinate the town scene and to strengthen the function of community;it is necessary to strengthen the marketing of town brand and to increasingly open wide to the outside world.The measures above mentioned can not only help implement the further brand stretching and earnings increase of town brand,but also provides positive conditions for the regional economy's sustainable development.