The Study On Brand-Building Of Binhai New Area Based On Synergy

As the very important growth point of future Chinese economy, Tianjin Binhai New Area undertakes the heavy responsibility of guiding the Chinese economy's development in 21th century. Thus it's most necessary to develop the regional brand and strengthen the core competitiveness of Binhai New Area. On this background, government faces the important strategic problem that how to build up the efficient brand management system, how to promote the brand image, and how to establish harmonious society culture.On the basis of summarization and comments on the related research of region brand building at home and abroad, combing systematic analysis method with normative and positive analysis method, this paper gives the research frame that region brand building should be based on stakeholder theory, take systematic view and synergetic outlook as main guidance, and focus on integration and coordination of system elements.Firstly, this paper constructs an explanation model. It points out that the essence of region brand is a complex dynamic open system, which involves with multi-party participation and coordination of internal sub-brands. Then, this paper summarizes the process of region brand building is that the region constructors market the brand system to all the stakeholders. After discussing the characteristic of elements of region brand, which includes internal supportive brand, brand developing environment, stakeholders and process of marketing, the paper analyzes the interaction between brand elements and brand system. Finally, this paper concludes the driving mechanism of region brand: the drive of internal brand and the cognitive drive of stakeholder.Secondly, this paper aims to the study of resolving model. With reference to the current problem in brand-building of Binhai New Area, this thesis proposes that region brand-building based on the stakeholder theory and synergetic outlook should emphasize on three aspects: the building of brand system, the cultivation of stakeholder, and integrated marketing communication.The building of brand system is a strategic process, which involves systematic strategic planning, the resource environmental analysis, exact brand positioning, and all-round brand system construction. Regional brand should be built up by internal stakeholders, and orient to satisfaction with internal and external stakeholders. Region brand building should focus on clear division of roles, establishment of a synergy mechanism, and achieve overall satisfaction of all the stakeholders, so as to realize sustainable development in dynamic environments.The integrated marketing communication should center on consumers and try to realize the organic unity of information integration, method integration and process integration.In summary, under the guidance of system view and synergy outlook, this paper emphasizes the integration and coordination of brand system elements. Besides, this paper puts forward to some specific strategies such as brand position, region identity system of Binhai New Area, and so on. Therefore, this paper has both theoretical value and practical significance.