Study On City Brand Building Of Quanzhou Maritime Silk Route Culture

In recent years, with the growing competition between cities, the role of city brand is increasingly remarkable in city construction. As the starting point of Maritime Silk Route, Quanzhou is rich in culture resources, so how to make full use of these advantages,show out its “Maritime Silk Route culture” feature, and seize the building opportunity of “East Asia City of Culture” and “First District of 21 st Century Maritime Silk Route” to build the city brand, and enhancing the competitiveness of Quanzhou is a very worthy question to study.This paper takes Quanzhou as the research object, use the research methods of literature study, comparative study, qualitative analysis supplemented by quantitative analysis, sorting out the theories of city brand building domestic and foreign, and the relevant concepts of Maritime Silk Route culture, analyze the strength and opportunity of city brand building of Quanzhou Maritime Silk Route culture, raising the main problems on the base of the present situation in city brand building of Quanzhou Maritime Silk Route culture. On this basis, we propose a perfect strategy of building path by learning the successful practices and experiences of cities both at home and abroad, raising the city brand building problem of Maritime Silk Route from theoretical research level to application level, and provides theoretical support and practical guidance for Quanzhou in long-term development in the New Normal. The city branding is a systemic project, Quanzhou should take measure of industry upgrading,body upgrading and dissemination upgrading, use of the economic advantages and make all people involved in it under leading of specialized agencies, the overall planning and continuous propagation are needed accompany with appropriate policy and feedback mechanism.