Research On Chongqing Culture Brand Strategy

The cultural industry,as an important part of the country’s economy and society,has a powerful function of cohesion,building an image,and promoting economic development.Its development and prosperity are closely related to the national strategy of improving soft power and comprehensive competitiveness.The change in structure,transformation mode,and development mode that promotes upgrading,as well as the increase in people’s demand for spiritual and cultural consumption,we need to promote and promote the development and prosperity of the cultural industry,and it is imperative to implement brand strategies.As a city with a long history,Chongqing has rich cultural resources.Since the reform and opening up,especially since it was directly under the Central Government,Chongqing’s cultural industry has developed rapidly and the results have been pleasing.But looking at the development process of Chongqing’s cultural industry,there are still sluggish cultural consumption and cultural markets.Shrinking,low degree of branding,insufficient brand influence,etc.In response to these problems,this article stands at the height of brand strategy and observes the development of Chongqing’s cultural industry from four aspects.First,it explores and summarizes the cultural resources of Chongqing by exploring The status quo of branding of cultural resources.Secondly,after understanding the situation of cultural resources,an analysis was made of competing cities,and based on this,the Chongqing cultural brand family was innovatively designed,with a view to scientifically building a clear brand role and configuring culture.Resources,so that cultural brands are in their place and each show their abilities.After that,from the perspective of the enterprise,corresponding measures have been proposed for the shaping,development,utilization,and extension of cultural brands.Finally,based on the characteristics of cultural brands,From the government’s perspective,put forward countermeasures to improve the growth ecology of cultural brands.The specific research content of this article can be roughly divided into three parts: The first part is an introduction,which introduces the era background of cultural consumption,describes some related research progress of other scholars,introduces some conceptual theories involved in this article,clarifies research methods,Research content,etc.The second part is the main content of this article.First,through analysis and arrangement of Chongqing cultural resources,it provides a basis for the construction of cultural brand architecture.Second,it analyzes and explores the development gap between some competing cities and Chongqing cultural brands.Thirdly,on the basis of the foregoing,choose a suitable target market and brand positioning,and carry out strategic combination and architectural construction of cultural brands;finally,on the problems faced in the development of Chongqing cultural brands,the cultural brands are considered from the corporate level and the government level.Suggestions on the combination and follow-up development.The third part is the conclusion,which summarizes the research work and main results of this paper.