Harbin City Brand Shaping Research

With the reform and opening up,China's rapid economic development,a substantial increase in urban population,making the process of urbanization in China to speed up the city and the city between the competition is more intense.In this context,as the city logo city brand gradually by the major cities in China's attention.The success of a city branding has a direct impact on the city to attract foreign capital,production factors,foreign population and the tertiary industry development,but also to enhance the competitiveness of the city an important factor.Harbin as the capital city of Heilongjiang,China's northern metropolis.Shoulder the mission of China's northern economy,culture and trade,and have a great role in building a well-off society in an all-round way.The study of Harbin city branding is helpful to master the geographical advantages,cultural advantages and resource advantages of Harbin.It can formulate relevant policies,promote the economic development of Harbin,improve the core competitiveness of Harbin,and promote the development of radiation in the whole of Northeast China TheThis paper is a total of three thousand words,divided into six chapters.The first chapter introduces the research background and the purpose and significance of Harbin city branding,and summarizes the domestic and foreign research of the thesis.The second chapter is the basic concept of urban branding and the basic theory of induction.The third chapter analyzes the technical route and several success stories of urban branding,and draws the reasons for the success of these city brands,and then guides the shaping of Harbin city brand.The fourth and fifth chapters are the focus of the article.The fourth chapter analyzes and analyzes the urban brand in Harbin at different times,and summarizes the problems in the shaping of Harbin's current city brand through the questionnaire.The fifth chapter uses the research method of rooting theory to analyze the shaping of Harbin city brand,and obtains the overall brand positioning of "Eurasian ice city,dynamic summer capital".Chapter 6 puts forward some tentative strategies for the shaping of Harbin city brand,with a view to playing a positive guiding role in the shaping of Harbin city brand.