Research Of The Marketing Of City Brand Of Chengdu

Chengdu,located in the southwest,is a city with long history.Its unique geographical location and climatic conditions give it unique ecological environment and tourism resource.In the 21^st century,many cities have gradually realized that city brands marketing can better attract investment and tourists.However,in the process of practice,many cities haven't achieved a positive,people cannot understand their marketing work in a right way.Moreover,some marketing works have got an opposite effect.Chengdu,a city which is on the half-way of city brand marketing,could suffer above problems as well.This paper takes the city brand marketing of Chengdu city as the research object,and its research methods include literature analysis,questionnaire survey and quantitative analysis.Moreover,the quantitative analysis includes factor analysis and regression analysis.First of all,this paper uses relevant theories to determine the elements of city brand in Chengdu,and uses literature method to sort out the city's situation.Then,the design and distribution of questionnaires were used to investigate the population outside Chengdu,and the quantitative analysis methods were used to process the questionnaire data,from them,many problems that Chengdu's city brand marketing is facing were found.In view of these problems,combining with present Chengdu's situation,this paper puts forward some suggestions and strategies for the city brand marketing in Chengdu.Eventually,data collection is conducted on the urban status perception of Chengdu residents by means of designing and issuing scales,which is also an innovation of this paper.This paper has been divided into four chapters.The first chapter is the introduction,which mainly focuses on the research background,purpose,significance,research methods,relevant theories and a main framework graph of this paper.Among them,the purpose of this paper is to put forward the suggestions on brand marketing for Chengdu city,and to help the local government reach a better practice in city brand marketing.Besides,a theory has been used and five core elements of Chengdu city brand has been conducted.The second chapter introduced the present situation of Chengdu's brand marketing work.Then,by designing and handing out the questionnaires,several problems that Chengdu's work is facing has been found.The third chapter of this paper takes the five core components of Chengdu city brand as a reference to sort out the conditions that Chengdu owns and can be used in brand marketing.The fourth chapter of this paper introduces the relevant design and Suggestions of Chengdu city brand marketing plan,an innovative marketing matrix has been announced by using the above five brand elements and the six marketing elements designed based on 7W2H marketing analysis method as its vertical and horizontal variables.After that,the design of Chengdu city brand marketing plan has been made from it.