Brand Positioning And Communicational Measure Research Of Hangzhou Grand Canal Paragraph

In this study, on the background of Canal cities competing brand, I use David·Actar's theory of brand equity management on the research of Hangzhou Canal branding.First,I make the Hangzhou Canal product attributes clear, second I summarize what the Hangzhou Canal is and analysis the strength/weakness of Hangzhou Canal and the competing environment by using SWOT analysis,make diversity positioning for Hangzhou Canal above the consumption environment, product attributes and industrial intersection.On the base of clearing the internal composition of Hangzhou Tourism system and the link between them,I analysis the position of Hangzhou Canal in the system and the supporting for Hangzhou Canal from the system.At the same time, I use the successful cases from China and abroad, combine with the condition of Hangzhou Canal, making a exploratory study on the brand communicational measures that Hangzhou Cananl can taken from the view of FES marketing ,implantable marketing and strategic alliance.