Anshan city brand management strategy

Liu Hongyu, Liu Xu and Pan Na

Abstract

A city is a converging point of politics, economy, culture and civilization for a region. City brand is the identification, which distinguished the region from others, to represent the unique characteristic of a city and provide important information for investors and consumers to make strategic decisions, thus it is the key strategy to judge whether the city marketing is successful or not. By analyzing the situation of city brand management in Anshan, this essay takes Anshan City as the research subject and discusses the current city brand management situation and existing problems. Under the guidance of brand theory, city brand theory and city brand marketing theory, in accordance with literature research method, investigation method and comparative approach, this essay puts forward some pertinent systematic recommendations ,from multiple angles innovatively to carry out a further city brand management of Anshan city, as well as to enhance the overall competitiveness of Anshan city.