Brand Positioning Of The City Of Nanjing

Because of the strong competitions between cities, the advanced resources are accumulated more and more in the cities that are in advanced place. How to keep dominance or to change inferior position, some city operators come to the corporations' competitive tool, brand. They make use of branded city to compete with the global cities, and it has proved that the branded cities have advanced competitions in practice. Cities are very complicated, so the accomplishment of city brand is not an easy thing. From economy, culture, traffic, environment, to accommodation, security, education, and buildings, every aspect is related to the accomplishment of city brand. And in this complex process, city brand positioning is the core. So this dissertation choose positioning as the cut-in point and the main content to do some research on city brand. In the foreword, the author introduced positioning is a effective method of city marketing. In the first chapter, author analyses the necessity of post a new city brand position for Nanking, and suggest Universal Refined Green Capital as the position. After that the author analyses the reasons of this position, which is from four factors, these r the reference frame of Nanking city brand, the products system of city, the different kinds of custom markets and the competitors of city. At last, the author advances some advices of city brand positioning based on the new city brand of Nanking.