文本描述
ABSTRACT
As the common Urban administrative division in our country, the street is not only the
link of the city's functional area, but also the development level of the city's politics,
economy and culture, which has become the core of the city brand. At present, China's
urbanization construction is in full swing, the party's 19 report also pointed out that
to the urban agglomeration as the main body to build a coordinated development of
small and medium-sized cities and cities. How to tap its own advantages, promote
economic development, enhance influence, realize the goal of urban construction
development, street Construction has its own brand is particularly important, and
become an important strategic means of regional development.
As one of the old towns in Guangzhou, Longfeng(Dragon Phoenix) Street is located at
a unique position at the strategic knot of southern expansion and outer extension.
Recently it follows the policy of trimming industry and growing services to achieve
distinct accomplishment on instructs structure adjustments.
Through reviewing literature on brand construction and classify achievements of the
city brands, this article takes Longfeng Street as example and focuses on the
excavation of the Longfeng Street's own characteristics as well as in-depth analysis
regarding elements of the brand formation of the street, and also the existing problems
and specific causes of the brand construction. On this basis, the article puts forward
the brand construction of Longfeng Street and illustrates the main body of brand
construction as well as concrete suggestions for the implementation of brand
construction of Longfeng Street.
Through research study, the paper believes that Longfeng Street can be based on its
advantages of creative industry that includes rich historical and cultural resources and
unique geographical places. It can also be regarded as the creative industry-guided
street of creative Longfeng Street with culture and art, and during the promotion of
the program, the government leads the dominant role, the enterprise as the main body,
and other organizations as supporting partners.
Due to the lack of complete brand construction system and strategic planning as well
as support of competitive leading enterprises and talent strategy, the brand recognition
has not grown strong and the means of brand communication is superficial. The brand。