The Research On Government Behavior In The Construction Of City Brand

On the background of the faster urbanization, global competition is more than nations but cities. How to stand out in the fierce competition is becoming a big challenge which cities face. In order to expand the influence outside and the attraction inside, the local government, as the administrator of a city is becoming to realize how important the city brand is to the development of a city,and start to put it into the agenda of the city one after another.’Fashion Capital’makes Paris the leader of fashion all over the world,’Moving city’makes Hong Kong an international Asian metropolis, and’Uniquely Singapore’makes Singapore attractive to tourists and investors worldwide.These successful cases have proved that city brand has become an important way of propaganda for city. The construction of city brand is gradually used as an important tool of competitive strategy by local government, and it plays a significant role in the promotion of the competitiveness and value of a city. The acceleration of Chinese urbanization has pushed many local governments to a certain extant to build city brand, and then the upsurge of city branding shows up. Taking a look at city branding of Chinese local governments, the successful cases are in the minority, and most ones become a mere formality. There are more and more problems coming up behind the construction of city brand.It has seriously affected the construction of the city brand and restricted the development of the city. The reason is that the anomie of the government behavior which is caused by’Economic Man’motive and’Bounded Rationality’of the government. The construction of city brand is mostly determined by government behavior, that’s why it is necessary to have government behavior regulated and optimized so that the government can give full play in the process of city branding. This thesis tries to start in perspective of government,and then discuss how to improve government’s ability of planning, leading and administrating. Firstly,to analyze the ignorance of the public nature of government behavior,the short-sighted of government’s goals,and unclear boundary of government behavior which has caused ’offside’’dislocation’and’absence’of the government. Secondly, to find out the reason why the government behavior goes wrong and draw on the experience of developed countries (regions). Finally, to present methods to optimize the government’s behavior on the base of the optimization of government’s public nature, goals and boundary. In conclusion, to provide some thoughts for government to be a professional projector, active leader and also a all-round administrator in order to promote the Chinese construction of city brand successfully.