Historical And Cultural Blocks Branding Research

Historical and cultural district, refers to have a certain area, artifacts preserved, historic buildings into a film, to reflect the region's original layout and style of the neighborhood. When the process of increasingly rapid urbanization, the emergence of more and more intensive and more high-rise buildings like the city, these historical and cultural blocks becomes more and more precious. In recent years, with the emphasis on the city's historical and cultural protection of historical and cultural district of the city began to rise, original features preserved neighborhoods, many neighborhoods has become a set of cultural, commercial, leisure, tourism and culture in an integrated neighborhood. However, many historical and cultural blocks look internally at this time are a "homogenization" phenomenon, commercial atmosphere is too thick.Coupled with the fierce market competition, competition for resources is to rely solely neighborhood is very difficult to gain competitive advantage. The need to enhance the construction of historical and cultural blocks from the brand perspective.This paper attempts to Nanjing Yihe Road historical and cultural district, for example, the case mainly with China Lane to explore how to build a brand by means of historical and cultural blocks branding. In this paper, the first chapter discusses the historical and cultural district domestic brand research background, research methods, current research, the concept of cultural blocks brand and the current status of the domestic blocks and problems. Due to historical and cultural blocks brand research is mostly based on tourism destination brand, for historical and cultural blocks brand research is less, so the status of the research described in this article is from the beginning tourism destination brand, to find out for blocks brand research; second Chapter proposes to establish a neighborhood brand first need to block brand positioning, the paper first analyzes the status quo Yihe Road historical and cultural blocks, research "Rhythm Road" brand positioning, and SWOT analysis method to analyze the current "Rhythm Road "strengths,weaknesses, opportunities and threats faced, and use different combinations analyzed neighborhoods brand development strategy; the third proposes a" Rhythm Road "as an example of historical and cultural blocks to build the idea of branding first to create a distinctive brand image recognition system by the visual image, while the public space and brand culture Street area combined, through a variety of means of communication to achieve the purpose of dissemination of media brands; the fourth chapter analyzes the extension by the third chapter,"Yihe Road "brand integration of communication strategies in existing mainstream means of communication on the basis of the analysis presented in different areas to spread the most appropriate media-oriented, combining a variety of media dissemination of a supplement, and strive to create a vibrant history and culture cultural blocks; the fifth chapter forecast the value of cultural blocks after the establishment of the brand, asked whether through cultural blocks branding, cultural neighborhood historic preservation, continuation of the context play a positive role. After "Rhythm Road" brand blocks are formed, can play a role in reference to "RhythmRoad" as a model to create other cultural neighborhoods Nanjing brand and form a new tourist route Nanjing and new cultural industries. The Nanjing or an area, loose and cultural blocks in series as a whole. In the same time enhance the cultural neighborhoods brand culture to enhance regional brand, but also enhance the brand value of the city.