Study On Multi-subject Collaborative Governance In Urban Brand Building In Jianghan District

With the development of social economy and the acceleration of urbanization,urban functions are undergoing profound changes while competition between cities is becoming more fierce.How to make full use of urban resources to enhance their competitive advantages,in order to attract more talents,capital,tourists,etc.,is the key factor to be considered in current urban construction.Therefore,it's necessary to break the traditional concept of operating and managing of the city,form a modern concept of urban marketing to commercialize the city,create the city's exclusive core brand,shape and promote the image of the city to enhance the popularity of the city.As a systematic project,urban brand building involves game and cooperation among government,enterprises,social organizations,urban residents and other subjects.The theory of collaborative governance derived from synergetic theory and governance theory provides a useful analytical framework for straightening out the relationship between multiple subjects in the process of urban brand building.From the perspective of collaborative governance,this study explores the collaborative relationship among multiple subjects in urban brand building,and discusses with this main line.Taking Jianghan district as an example,this paper first analyzes the current situation and dilemma of multi-subject collaboration in current urban brand building in Jianghan district from the perspective of collaborative governance.It is mainly reflected in the cognitive conflict caused by the unconformity of the main functions of brand building,the target conflict caused by the inconsistency of the main goals,and the action conflict caused by the lack of coordination of the main actions.The reasons are the defects of the traditional urban management system,the imbalance of the multiple collaborative governance structure and the lack of information exchange and evaluation feedback mechanism.The successful shaping of New York City and xi 'an city brand provides Jianghan district with experience and reference,and on the basis of integrating multiple factors,puts forward the path selection of effective promoting the multi-subject collaborative governance in Jianghan district city brand building.This paper puts forward the path selection of promoting the multi-subject collaborative governance of urban brand building in Jianghan district,believing that from the three levels of subject path,namely,the main body path,the institutional path and cultural path,multi-subjects can openly and rationally dialogue and negotiate on the basis of equality in the whole process of urban brand building,and form and maintain deep trust and understanding,By clarifying the main role positioning,improving the system design,cultivating the public spirit to promote the cooperation between the main bodies,optimize the choice of action and information resource sharing.Successfully shaping the city brand of Jianghan district,at the same time assisting the high-quality development of the city.