Zhengzhou City Branding Researches

The21st century is the era of rapid development of urbanization in China. Decades of ups and downs, we have witnessed a rapid increase in the competitiveness of Chinese cities and witnessed the changes in the pattern of the city as the main competitors."Better City, Better Life" is in keeping with the theme of development trend of the times. Successful examples of brand management in other cities encourage us to consider that as the central leading city, Zhengzhou has a large number of problems in brand positioning and communication.This paper takes Zhengzhou as individual case to study. The thesis is more than40000words, which is divided into introduction, body and conclusion. Firstly, the introduction include the importance of the research, topics defined, literature review and research methods. Body part starting from the concept definition, elaborates the structures of city brand strategy and locks this study sight. The third, fourth and fifth chapters are the significant contents of the article. In this paper, the author summed up the shortcomings of the Zhengzhou city branding by combing the brand positioning resources and communication infrastructures of Zhengzhou City, while the analysis of questionnaire data. Then, this article draws on the City positioning method and analyzes deeply the brand positioning of Zhengzhou City, and makes the attempt to discover the framework of Zhengzhou City brand to form an independent point of view. Subsequently, the paper expounds the Integrated Marketing Communications strategy (IMC), dissemination of the contents of the CIS system and5W propagation to control the proper performance of Zhengzhou City in brand communication and explore the brand communication for local development in Zhengzhou Road. These findings and exploratory attempt have certain research value and practical significance, which are the highlights of this study.