The Analysis On City's International Brand Building In China

With the constant acceleration of the global urbanization process, more and more competition of areas become the comprehensive competitiveness which shows city as a core,city as a carrier, city as a competitive platform. As the important component of the urban competitiveness, the construction of the urban brand becomes a main route that numerous cities explore development, city international brand building will become the important content of urban development.considering this trend, on the basic of referring to a large number of documents of domestic and international relevant research, this paper combining with competitiveness of the city, city brand and city internationalization to explore the process and connotation of the formation of an philosophy about the city international brand; in addition, selection of city international brand building practice of Beijing, Hong Kong and Seoul in order to provide international brand building experience for China.In order to make the research more pertinent and instructive, this paper takes Chengdu city as objective. Chengdu is central city of western area. It has profound inside information in history and culture, and better economic base. Although it has brand consciousness, its behavior of brand building systematic guideline and tactic thinking because of it has no uncertain orientation. Thus, it s competition ability is not outstanding. This paper will think how to improve Chengdu city's competition ability by researching Chengdu's city international brand building.In this paper, there are six chapters:Chapter I is introduction that mainly interprets the research background and significance of this paper and analyzes relevant theories. Chapter II explores the process and connotation of the formation of the concept of city brand, which is from the ideas that urban development leads to urban competitiveness, urban competition promotes the emergence of the concept of city marketing that focuses on the building of urban brand.Chapter III talks about the international brand mechanism from the building process of urban international brand and the elements of international brand.Chapter IV analyzes several major international metropolis experience of international brand molding and mainly introduces the practice of the building of international brand On Beijing, Hong Kong and Seoul.Chapter V mainly analyzes the China present situation and existing problems in the process of building international brand.The last chapter with China's concrete cases sets Chengdu as an example for analysis, and offers specific strategies of the building the international brand on Chengdu.