An Analysis On The City Brand Building Of Quanzhou

Historical and cultural cities have evolved their own features over centuries. These exclusive elements should have been the major advantages to distinguish these cities from the others. However, with the development of economy, the original qualities of the cities have been ignored. Therefore, how to integrate the historical and cultural features into the trend of modernization has become a very important task.As the image building of such cities covers a wide range of disciplines and technologies, the thesis, based mainly on the theory of Corporate Identity, describes how Quanzhou City builds its brand from three perspectives---Mind Identity System, Behavior Identity System and Visual Identity System. First, in terms of the Mind Identity, Quanzhou, derived all the positive factors from the diversified culture, has set"unity, feasibility, innovation"as its spirit, and has been designated as the centre both geographically and economically among those prosperous cities in the west of the Taiwan Straits due to its favorable geographical location, strong economic strength and rich resources. Secondly, in terms of the Behavior Identity, the thesis has improved the city image-building theories by firstly, introducing the method of context analysis; secondly, adding institutions such as service agencies and non-governmental organizations into the list of the subjects of city marketing. It has also described the specific progress in this aspect, and has studied and analyzed the reasons behind; thirdly, like other historical and cultural cities, Quanzhou has a rich folk custom and a splendid culture. In terms of the Visual Identity, this thesis has classified those city formations into the physical and the cultural aspects: the physical aspect has been classified into three facets which are architecture, historical sites and special vegetation; while the cultural aspect has been classified into folk art, folk custom and folk craft. Based on the classification, the thesis then probes into how Quanzhou collects and collates these scattered materialized elements, and makes a uniform design.Lastly, it summed up several drawbacks on the brand building of Quanzhou, and hopes these could serve as the references for the other historical and cultural cities. Key Words : City Brand; Mind Identity ;Behavior Identity ; Visual Identity...