Study On Brand Revitalization Strategy Of Xinhepu Historical And Cultural Reserve In Guangzhou

As the city gradually becomes saturated with construction,Guangzhou,as a first-tier city,has gradually shifted its focus from new construction to renewal.As a unique existence in the city,historical and cultural reserves connect the city’s past and present,and truly record the historical information of the city’s development,which are valuable assets of the city.How to adapt to the new economic environment,social environment and ecological environment,and how to build the collective memory of Guangzhou city through brand revitalization of historical and cultural reserves in the continuation of the city’s cultural lineage has become an urgent issue to be solved.This paper takes the Xinhepu Historical and Cultural Reserve in Dongshan,Guangzhou as a case study,analyzes the background,historical and cultural values,and socio-economic values of the Xinhepu neighborhood,compares the conservation and utilization plans of different periods,and studies how to build its own characteristic brand neighborhood image in the process of revitalization of the historical and cultural reserve.Firstly,based on the study of relevant literature in China and abroad,it is found that scholars’ studies on brand revitalization of historical and cultural reserves are relatively few,lacking both systematization and depth,and are mostly conceptual descriptions,which do not provide good guidance for practice.Through a combination of theory and empirical evidence,this paper analyzes the unique competitive advantages of Xinhepu Historical and Cultural Reserve that can bring positive benefits to the city by referring to the five dimensions of urban culture as a positioning point to position the cultural brand of Xinhepu-Dongshan Impression.Then,under the guidance of the brand revitalization matrix(BRM)from the joint cognitive-psycho-social perspective,the brand revitalization strategy of Xinhepu Historical and Cultural Reserve is proposed in four aspects: awakening memory,expanding awareness,retro style and changing image.The implication of this study for historic and cultural Reserves is that one cannot simply assume that a revitalization strategy must bring some desirable effect if it is imposed.Managers should fully consider the characteristics of the neighborhood itself,grasp public needs,and choose appropriate revitalization strategies to avoid negative effects due to inappropriate strategies.For historic and cultural reserves,the adoption of revitalization branding strategies is of great significance to enhance the perception of competence,enthusiasm and love of the district,not only to evoke memory strategies,but also to change the image and create a brand image of new experiences in the historic reserve.