Study On The Theory And Demonstration Of City Brand Marketing

Currently, the urbanization level of China has exceeded 33%,the urbanization of the eastern coastal areas have already near to 46%,According to " Northam curve", Once the urbanization turns into 30% ( The first inflection of " Northam curve"), it likes the airplane starts escape from the runway, entering a period of high-speed development, anyone can not hold up against, it will start to enter an even slow development since the urbanization level has been to 70%.The prior period of "The approach of urban society", the city marketing becomes an important strategic measure that increases the benefit city competition ability and promotes city develop increasingly. The end purpose of the city marketing is creates the extraordinary city brand and benefits from monopolizing in a certain market in customer's mind, thus this paper puts forward the concept of the city brand marketing.The American scholars think that the city has more problems, which force the city government to conduct and manage city by using marketing means. The European scholars think that the city needs to provide the complete information about the local for the consumers specially the potential consumers, in order to attract more"the city consumers", though expanding market such as improving facilities, supporting finance, regulating the behavior. So the city must become a"product"or"product system"in order to integrate the city resources, then promote in the market after positioning specific. This paper puts forward the city brand marketing which combines the concept the two theories.The city brand marketing is the marketing of the total brand, it can be implemented by local strategy which is supported by the brand systems, for sake of the better development of city marking activities which contents is brand positioning, brand packaging, brand promotion and brand evaluating, attracting people with the same core values, to ensure that they have their own way of life advocates.