An Empirical Analysis Of The Present Status Of Regional Brands Communication

With the profound development of economic globalization, the inter-regional competition is intensifying. In order to achieve the superiority in the inter-regional competition, each region implements the regional brand strategy actively, enhances their regional brand image and makes an effort to develop their regional economy. Exceeding the limitations of previous researches on regional brand from the perspective of management and economics, this thesis defines regional brand in the context of communication, generalizes the communicative essence of the regional brand, and summarizes the general pattern of the spread of regional brand, finally, puts forward that the spread of the regional brand needs to be achieved through propagation model of social integration.Guangdong province, as China’s economic leader, its regional brand construction is on the top. Guangdong province as a case to research of the spread of regional brand, through the literature research method and empirical research method, to explore regional political, economic and cultural effect on the spread of regional brand, research government, business associations and enterprises as well as ordinary individual in the position in regional brand communication and behavior, analyzed the problems existing in the brand spread of guangdong area and put forward countermeasures and suggestions, which not only plays an instructional role in regional brand spread in guangdong province, the national regional brand construction also has reference significance.