Government Function Positioning And Strategy Research In The Construction Of City Brand

Nowadays regional economic development is no longer the single indicator of city’s development and competition,the whole brand image and influence of the city have got more attention.Throughout city brand construction practice of local governments in China,most of them take city management concept and brand marketing activities as the theoretical basis and action criterion.This can quickly improve the visibility of the city and bring certain benefits in a short time,but due to ignoring the pursuit of common good,the construction of city brand inevitably turns into seeking fame and fortune,and eventually leads to deficiency of brand connotation,characteristics and weaknesses of construction project.The reason is that the government mainly influenced by the traditional concept of governance has not located its own function in the construction of city brand,the social anomie directly drags the brand down.As an important subject of city brand construction,the government’s philosophy and actions determine the success or failure of the construction.Therefore,investigating the government function positioning of city brand construction from the perspective of public management related theory,which makes it easier to find and correct related problems of brand positioning and construction.This article attempts to analysis the cause of the government behavior problems in the construction of Wuxi’s city brand,get experience support by studying excellent construction of city brand from domestic and international cities,and helps the government to complete the role transformation and function reconstruction with Meta-governance idea and concept of service-oriented government.By emphasizing the government’s own dominant function and platform,to construct high efficient and transparent city brand policy network and operation mode,to improve the system of brand response,update mechanism and appraisal,finally to help Wuxi government build the tripartite coordination mechanism among government,market,and society on the basis of enhanced scientific nature of the city brand positioning,and make a breakthrough in the construction of the city brand.