Research On Brand Construction Of Longfeng Street In Guangzhou

As the common Urban administrative division in our country,the street is not only the link of the city's functional area,but also the development level of the city's politics,economy and culture,which has become the core of the city brand.At present,China's urbanization construction is in full swing,the party's 19 report also pointed out that "to the urban agglomeration as the main body to build a coordinated development of small and medium-sized cities and cities." How to tap its own advantages,promote economic development,enhance influence,realize the goal of urban construction development,street Construction has its own brand is particularly important,and become an important strategic means of regional development.As one of the old towns in Guangzhou,Longfeng(Dragon Phoenix)Street is located at a unique position at the strategic knot of southern expansion and outer extension.Recently it follows the policy of trimming industry and growing services to achieve distinct accomplishment on instructs structure adjustments.Through reviewing literature on brand construction and classify achievements of the city brands,this article takes Longfeng Street as example and focuses on the excavation of the Longfeng Street's own characteristics as well as in-depth analysis regarding elements of the brand formation of the street,and also the existing problems and specific causes of the brand construction.On this basis,the article puts forward the brand construction of Longfeng Street and illustrates the main body of brand construction as well as concrete suggestions for the implementation of brand construction of Longfeng Street.Through research study,the paper believes that Longfeng Street can be based on its advantages of creative industry that includes rich historical and cultural resources and unique geographical places.It can also be regarded as the creative industry-guided street of "creative Longfeng Street with culture and art",and during the promotion of the program,the government leads the dominant role,the enterprise as the main body,and other organizations as supporting partners.Due to the lack of complete brand construction system and strategic planning as well as support of competitive leading enterprises and talent strategy,the brand recognition has not grown strong and the means of brand communication is superficial.The brand awareness of industry operators is not strong either.To build the brand successfully,Longfeng Street needs to have the leading role played by the government,improve the brand construction system and strategic planning,cultivate competitive and influential enterprise brands,integrate marketing communication resources,form brand culture,implement talent strategy,take use of good brand values,and strive for the construction and operation of brand.Also,In order to provide a reference for other areas,we should constantly enhance the charisma of Longfeng Street and promote the sustainable and healthy development of it.