Research On Brand Strategy Of Characteristic Town

China's urbanization has entered a new stage of development,small towns to assume more economic and political functions,so the construction of small towns have become increasingly important.Small towns play a vital role in connecting urban and rural development and can co-ordinate the development of urban and rural areas.So in today,how to build small towns,to become successful,carrying more economic functions of small towns,become a city with their own characteristics and urban brand is very critical.Therefore,this article is based on the construction of the characteristics of the town on the basis of the combination of the town brand to build the relevant exploration results,the composition of the urban brand system and the elements of the standard system was analyzed,pointed out that the characteristics of the town to build The key and the response to the initiative.This article has refined the literature,reviewed the brand,as well as the town brand and other related exploration,analysis and pointed out the construction of urban brand of urban brand system,including the concept of value system,impression system,communication system,management system.At the same time,this paper also elaborates on the index system of urban brand,which is divided into four aspects:environmental factors,economic factors,human factors and government elements.And from the three aspects of urban planning,brand positioning,brand communication analysis of the town brand construction strategy.In this paper,the author explores the successful brand planning,the plan and the propaganda strategy of the characteristic town of the characteristic town of Sichuan province.In the sense,it enriches the exploration content of the construction of the town brand,The province of "100 town construction action" of the new urbanization initiatives to provide theoretical reference.