Research On The Construction Of Town Brand Value Chain Based On The Niche Theory

At present, in the process of rapid urbanization in our country, to find models for town brand, to set a benchmark, to enhance the attractiveness and the core competitiveness of town brand, and to boost active rational flows of population by town brand, are the keys to ensure China’s urbanization process move forward. The paper uses new theory of value chain and brand niche, etc. to discuss effective growth model of town brand. This is useful to China’s major strategic issue of town development. According to China’s current planning requirements "small towns, big strategy", considering the need of current practice of China and the theoretical research, the paper starts the research around the main line of the town brand value chain. Rapid urbanization will lead to town branding. This is the inevitable result of China’s urbanization trending. However, theoretical research in this area lags behind the rapid urbanization of the current practice. At the same time, regional brand competition has become an international trend. The research to regional brand competition and city brand of worldwide provides the foundation of town brand research. Brand is the foundation for sustained competitiveness. Town branding is the necessary need for China’s urbanization transform from executive-led to the market-orientedThe present study from the angle of niche, Comparing the town to the ecological element, Contribute to town operators to distinguish the town environment and ecological system, In order to lay the foundation for. Town brand strategic positioning. This study uses the metaphor research method, literature research method, typical investigation, comparative analysis, theoretical research and countermeasure research, combining qualitative analysis with quantitative analysis method, Defining the town brand, low carbon town brand, town brand niche, town brand value chain, town brand ecological value chain concept. The study Analysis the present situation of the theoretical research and practice development, and answer to "which factors do the town brand niche have?","How to effect about the town brand niche factors mechanism"?" how to construct town brand niche"?"Which are the town brand value chain form factors?","how to build the town brand value chain?","what are the suggestions and countermeasures of the town brand management?", and "What is the main direction of development about the town brand development?".Chapter1is the introduction and the entry point of the study. It analyzes the current context of town quality under the process of rapid urbanization, and studies the strategic situation "small towns, big strategy" from a macro point of view. By analyzing the status of town brand building, the paper puts forward the necessity, urgency and possibility for this study, to determine the research problems and perspectives define the concepts, research methods and design the logical framework. The main objective of paper based on the background of China’s current rapid urbanization is to find brand model for towns, to set a benchmark, to enhance the attractiveness and the core competitiveness of town brand, and to boost active rational flows of population by town brand. Along the line of construction of town brand value chain, the paper designs a complete roadmap for brand growth.Chapter2commentates on town brand, value chain of brand and theory of brand niche. Document spreading from basic research to application research, summarizes the history, status and trends of the town brand. About value chain of the brand, the paper recites its foreign origin and domestic application.The part of brand niche analyzes niche theory, theory of brand niche, application of theory of town brand niche and its history, status and develop trends.Chapter3is the theoretical basis of this paper. The more mature development theory of small town in developed country is macro-level background, which provides perspective of economics for development and regional economics. And it’s the "air and atmosphere" of the topic. Brand growth theory is the medium level, which is the "soil" of the paper. Theory of brand niche and brand value chain is the micro level of the specific application for this study, and they are application and support theories. The paper refines application theory of town brand niche and value chain construction at the base of brand growth theory, brand niche theory, brand value chain theory, supported by basic theory and application theory.Chapter4analyzes development situation of town brand in our country. To see from the time series, we can see that Chinese town experience a stage of "from small to big" to "from big to small". The stage of town brand includes4parts, town without brand in its youth, town without brand in the middle, town without brand later, and town with brand in its youth. In view of the overall situation, we are experiencing a time of town with brand in its youth.Chapter5and6is the key content of the paper, which is about construction of town brand niche. On the foundation of preceding chapters, this chapter puts forward a town brand mechanism model, construction strategy and management suggestion.Chapter7and8is about construction of town brand value chain. It focuses on how to construct town brand value chain considering if resource niche of town could support ecological niche and ecological niche could support town brand value chain. This chapter firstly sums up theoretical research and application research, and then analyzes factor and action mechanism of town brand value chain, and lastly puts forward suggestion to construct town brand value chain and sets a model of town brand value chain.Chapter9takes Town of Zhonggong for an example, which is in the nearby suburbs of the city Jinan. According to theory of brand niche of town and value chain the paper examines the current situation of its ecological niche, analyzes reengineering and optimization path, and puts forward suggestion. The suggestion includes:analysis of Zhonggong’s current niche, potential and ideal niche; outline of living and production niche; the positioning to be livable and suitable to travel, development of ecological agriculture, processing industry of agro-products, tourism, agricultural circulation; increasing weight of livable niche; emphasis on habitat selection. Habitat selection is the key content in the period of brand newly established. In the process of brand growth it should continuously repair degree of overlap and separation, generalization and specialization degree, suitability; constantly optimize the ecological niche, follow the path of collaborative evolution. And finally we could realize people’s pursuit of "Agurbs" and "dream country" by brand attractiveness and radiation formed through niche potential field.The chapter10is summary and outlook. It summarizes the basic viewpoints and conclusion, refines the main innovative points, points out the main limitation of the research, and puts forward the future research prospect.The main innovation of this research:The study from the angle of niche, Comparing the town to the ecological element, Contribute to town operators to distinguish the town environment and ecological system, It opens a new perspective on town brand Research; it Constructed the theory framework of town brand value chain management Based on the angle of niche; Constructed the model of the town brand niche, including Microcosmic ecological niche models of town brand、TBE mode、town brand suitability evaluation index system mode、path optimization model of town brand niche; Constructed the model of the town brand ecological value chain, and the model of Low carbon urban brand value chain (elements and mechanism); Suggestions are put forward about "Slow town""Color marketing""Niche specialization" helping to solve functional reconstruction of town、 and "The Agurb" vision.This paper hopes to stimulate more passion and inspiration to research the field, theoretically promote related research about the regional brand especially town brand niche and value chain in China, and could be valuable for management decision-making e activity.