Study On City Branding Positioning Of Nanchang

Place branding is the result of the advanced development of industrialized society and the speeding up of urbanization process. In this paper, the author collected related data, which is used to definite the place branding of Nanchang, by using literature researching, social survey, interview and other empirical research technique, and made a qualitative analysis of those empirical materials. In the front part of this paper, the author tried to definite the place branding of Nanchang by using Grounded Theory research technique, including initial coding, focused coding and theory coding, and eventually regarded "new city of LOHAS" as the place branding of Nanchang. In the behind part of this paper, the author unscrambled the place branding of "new city of LOHAS", and examined this research conclusion through two aspects:theoretical principle and government’s practice. At last, in order to answer the questions asked by some scholars and experts, the author further elaborated and corrected this research conclusion,...