City Brands Construction Of Chongqing Based On The Theory Of Urban Management

With the development of the market economy and growing global competition, brand development has become the best choice in various fields of society. To some extent, in commodity economy era, if certain goods or services has not own brand, so this kind of commodities or services will lack vitality, it can only be eliminated soon in the fierce competition. Brand development has caused wide public concern in various fields of society, and more and more experts and scholars begin to pay close attention to this topic.As an important field in the development of social brand, City Brand also has drawn abroad attention by city managers. The 21st century is the city development and city competition of the century. In the intense competition among cities, a city should be how to maintain its own advantages and remain invincible, which is a key problem needed to solved urgently by city managers. The introduction and application of the urban management make the city development access to market operation's orbit, city various resources are extensively used, city economy has made rapid development. However, with the urbanization process of city accelerated and the number of city increase, monotonously business city resource can not meet the city development needs. Only to increase a city attractiveness and cohesiveness, it can get more resources and conditions in the fierce competition. Therefore, building city brand to become the first choice to every city, which with a brand city to participate in global competition.City brand is an answer for city managers, branded city participates in the global city competition. A city with the brand, it will open out its energy to the maximum, and give full play to its own advantages and characteristics of the city, then improve competent ability through enhancing the attractiveness and cohesiveness.The cityization level of china city has been known as one of the decisive factors influencing the process of human development in the 21st century by some scholars. The rapid progress in the process of cityization will lead to a big leap in the quantity and quality of China city. Therefore, in the tide of cityization, China city faces an arduous task to improve their competitiveness. Chongqing is the municipality located in western China, its development is critical for the development of regional economy and even national. It sets the important central city, the historical and cultural city, the economic center of Yangtze River, the important modern manufacturing base, the comprehensive transportation hub in Southwest China, the urban and rural areas of large cities in one, and shouldering the arduous mission of developing the western region. Chongqing will be how to use its own features and advantages to promote influence and competitive forces, how to stand out in fierce competition and create the brand, which is worth studying and discussing.Using the theory and empirical combination method, starting form the view of city management idea, by restudying previous research literature about the historical evolution of city brand, this paper points out the significance of city brand construction in the development of city. Based on this, Chongqing is made the research object in the third chapter, through the analysis of the status of city brand construction, this paper puts forward existing problems of city brand constructing in Chongqing. From macro-perspective and micro-perspective, relevant factors in the construction of Chongqing city brand, including city resources, city characteristics, environmental policy and the strategic position etc are analyzed in the fourth chapter. Based on the analysis of the relevant factors of Chongqing city brand construction, Chongqing city construction and city brand poisoning are analyzed and studied respectively in the fifth chapter and sixth chapter. Through the division method of tourism brand, residential type brand and capital communication brand, using the city brand positioning strategies of pioneering positioning and complementary positioning, the two chapters establish the final position of Chongqing city brand. From city concept brand, city behavior brand and physical brand three aspect, Chongqing city is built in Chapter 7.