Research On The Current Situation And Promotion Strategy Of Brand Management In Taierzhuang Ancient City

In this paper,the representative scenic spot of Zaozhuang,the ancient city of Taierzhuang,is taken as the research object.On the basis of theoretical research,empirical research is carried out with the help of questionnaire survey,personnel interview,field research,etc.Through the comparative analysis of the data obtained in the early stage,it is found that there are weak links in the whole brand management process of Taierzhuang ancient city: first,the brand image is not clear enough,lack of management;second,the content of brand protection is single,only in form;third,the brand extension industry chain is short,lack of innovation.And carry on the research to these problems,explore the countermeasure.It is proposed that in the future development,the first is to carry out accurate brand positioning;the second is to establish its own CIS system and redesign the brand image;the third is to tell a good brand story,create creative tourism products,creative new media publicity,create a digital museum,and develop mobile phones App and mobile games,cooperation with variety shows and other ways to do a good job in brand communication;four is to strengthen the government protection,technical protection,economic protection and social protection to do a good job in brand protection;five is to extend the industrial chain from six aspects of food,housing,transportation,shopping,entertainment and tourism,and put forward suggestions for the diversified development of the industry;six is to create the brand of Taierzhuang ancient city and develop practical cultural and creative industries Products,creation of interesting promotion of soft articles,active interaction with the audience,creating creative services in the way of brand innovation.In the study of the brand management of Taierzhuang ancient city,this paper focuses on the areas that need to be improved,to ensure that the focus is on finding deeper problems,and effectively make up for the shortcomings in the process of brand management.The purpose is to enrich the theoretical research of brand management of Taierzhuang ancient city,find out the shortcomings in the process of brand management of the ancient city,and put forward the corresponding countermeasures to provide the basis and ideas for the next step of brand management of Taierzhuang ancient city,improve the brand management mode of Taierzhuang ancient city,and make the brandmanagement of Taierzhuang ancient city more scientific and effective.