Construction And Communication Plan Of Leshan's City Brand

At present time,the competition among cities has become the competition of city brands to some certain extent for urban tourism.Leshan is a major tourism city in Sichuan Province which regards tourism as its strategic pillar industry.However,there are significant problems arising such as weak growth and unsatisfying income structure despite of the extremely rich tourism resources.In order to extend the industry chain to create all-for-one tourism and promote city's construction and development,this design intends to build and promote the city brand of Leshan.First of all,based on the industrial layout,resources and soft power composition of Leshan,this design carries out a comprehensive combing and research by SWOT analysis method,analyzes the positioning and promotion experience of Chengdu's city brand,and confirms the relative advantages of Leshan to form its core value system,with the supports from four aspects of the Buddha,landscape,food,and vitality.On this basis,the city logo of Leshan is designed in an effort to deepen the audience's recognition and memory of its city brand through the power of symbols.Based on the theory of innovation diffusion,this design draws up a three-stage brand promotion plan composed of brand introduction,brand blossom and brand maturity,and some detailed suggestions for promotion strategies at various stages are put forward.This design also specifies two main promoting projects during the period of brand blossom in terms of themes,steps,media use,etc.The projects both follow the principle of online and offline cooperation.