Single Industrial City’s Rebranding Under The City’s Image Crisis

In light of Chinese political and economical development, many of china’s bigcities are beginning to pay increasing attention to the propagation of its image.Some of the single industrial cities which caused by historical reasons are facingthe crisis of city image due to resource exhaustion or the change of industries.How to make a better analysis of the early combination progress between cities andcompanies in these single industry cities and how to rebuild the brand name amongthe city’s image crisis become the new problems of this age.This research is to theoretically analyse the relationship between them and theimportance for its image construction brought by this relationship, find out themodel of city-enterprise image combination. Besides, the research also tries toexactly work out the common characteristics of the image crisis faced by singleindustrial cities and analyse the re-branding strategy for these cities. With themethod of case analysis, we will make analysis on the city’s brand strategy of ShiyanCity,Hubei province. Meanwhile, by using the methods of questionnaire survey andin-depth interview, we will evaluate and analyse the effect of re-brandingpropagation.The theory value of this research is to study the city’s image crisis of thestrategy of city-enterprise image combination and the city’s re-branding under thiscrisis, enrich the theory of this filed. The study also tries to raise a Chinesemodel of this strategy by an innovative method of empirical research. From the viewof social practice, the study prospectively put up a countermeasure of re-brandingfor this kind of cities, providing re-branding lessons.