Study On Brand Communication Strategy Of The Special Town In Jiangxi

New urbanization is an important strategy for China's development of the rural economy and the modernization of rural areas.It is of great value to the overall development and implementation of the five major development concepts of innovation,coordination,green,openness,and sharing across the country and to the realization of sustainable economic development of the entire society.Based on the characteristics of rural areas and towns,the special town is another new direction for the development of new urbanization.This has a direct relationship with China's basic national conditions,and at the same time,it can fully reflect its advantages and build core competitiveness in development.However,in the process of nurturing and constructing the special town,a large number of township managers and planners are eager for instant benefits,emphasizing hardware construction and ignoring brand building.Urbanization cannot be without culture,and urbanization should be emphasized.Therefore,it is particularly important to promote the awareness of“town brands” and truly build a large number of small towns in China into the special town brands with unique features,potential,and happiness.The brand building of featured towns in Jiangxi Province is in the early stages of development.It is still exploring a scientific and rational brand communication model.Therefore,it is of positive significance to study the construction and dissemination strategies of specialty town brands in Jiangxi and to propose thinking methods and theoretical framework.Among the 12 Jiangxi small towns on the list of the national special towns,the first batch of Jiangwan Town of Wuyuan County can be used as a case study representative.Behind it is not only the support of Wuyuan's brand communication experience,but also the smallness of other characteristics.For the town,resource features are more obvious.Supplementing the brand investigations in Shangqing Town,Wengang Town and Wentang Town,we can summarize the common problems that have emerged in the brand communication of featured towns in Jiangxi and refine the laws of dissemination.Branding is well-structured,but according to different characteristics of the town brand,it needsto make a matching communication strategy.This study wants to explore the deep connection between the special town of Jiangxi and the brand communication,through the collection of data,case analysis,etc.,to summarize the design process of brand building of the special town in Jiangxi.Relying on brand communication theory and communication theory,it proposes a theoretical strategy for the construction and dissemination of the special town brands in Jiangxi Province,which will provide beneficial inspiration for the development of Jiangxi special towns.