| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-19页 |
| Chapter I Introduction | 第19-23页 |
| 1.1 Background | 第19-20页 |
| 1.1.1 International Environment | 第19页 |
| 1.1.2 Domestic Environment | 第19-20页 |
| 1.2 Significance of the Topic | 第20-22页 |
| 1.3 Research Basic Ideas | 第22页 |
| 1.4 Research Method | 第22-23页 |
| Chapter II Literature Review and Related Theories | 第23-32页 |
| 2.1 The Theory and Research of Brand Construction | 第23-25页 |
| 2.1.1 Brand Concept | 第23-24页 |
| 2.1.2 Brand Construction Theory | 第24页 |
| 2.1.3 Related Research Summary | 第24-25页 |
| 2.2 Research on the Theory of City Brand | 第25-31页 |
| 2.2.1 City Brand Basic Concept | 第25-26页 |
| 2.2.2 Domestic and Foreign Research Summary | 第26页 |
| 2.2.3 City Brand Construction Theory | 第26-28页 |
| 2.2.3.1 Brand Localization | 第27页 |
| 2.2.3.2 Brand Image | 第27页 |
| 2.2.3.3 Brand Communication | 第27-28页 |
| 2.2.3.4 Brand Maintenance | 第28页 |
| 2.2.4 City Brand Construction Dynamic Analysis | 第28-31页 |
| 2.2.4.1 Industry is the Product the Core Power of the Brand Construction | 第28-29页 |
| 2.2.4.2 The Audience is the Vivid Power of Branding | 第29-30页 |
| 2.2.4.3 Government is the Leading Power of Brand Construction | 第30-31页 |
| 2.3 The Summary of this Chapter | 第31-32页 |
| Chapter III Case Description | 第32-44页 |
| 3.1 Longfeng Street Overview | 第32-33页 |
| 3.2 Elements of Brand Formation in Longfeng Street | 第33-40页 |
| 3.2.1 Industrial Advantages | 第33-37页 |
| 3.2.1.1 Industrial Advantages | 第33-35页 |
| 3.2.1.2 Historical Background of Cultural and Creative Industries | 第35-36页 |
| 3.2.1.3 Present Situation of Cultural and Creative Industries in Longfeng Street | 第36-37页 |
| 3.2.2 Human Resources | 第37-40页 |
| 3.2.3 Geographical Environment | 第40页 |
| 3.3 Public Perception of Longfeng Street Brand | 第40-43页 |
| 3.4 Summary of this Chapter | 第43-44页 |
| Chapter IV Case Analysis | 第44-49页 |
| 4.1 Problems in Brand Building in Longfeng Street | 第44-46页 |
| 4.1.1 Lack of a Complete Brand Building System and Strategic Planning | 第44页 |
| 4.1.2 The Brand Awareness of the Industry Operators is not Strong | 第44-45页 |
| 4.1.3 Lack of Competitive Support for Leading Enterprises | 第45页 |
| 4.1.4 Street Brand Image Recognition is not Strong | 第45页 |
| 4.1.5 Brand Communication Means are Single and Lack of Overall Connectivity | 第45-46页 |
| 4.1.6 Lack of Talent Strategy | 第46页 |
| 4.2 Analysis of Causes of Problems | 第46-48页 |
| 4.2.1 Management Mechanisms Have not yet Been Established | 第47页 |
| 4.2.2 Limitations of the Natural Environment and Infrastructure Conditions | 第47页 |
| 4.2.3 Gaps in Economic Development Remain | 第47-48页 |
| 4.2.4 The Concept of Urban Marketing is Unclear | 第48页 |
| 4.3 Summary of this Chapter | 第48-49页 |
| Chapter V Longfeng Street Brand Construction Idea-Route and Strategies | 第49-66页 |
| 5.1 Research on Brand Positioning of Longfeng Street | 第49-53页 |
| 5.1.1 Brand Positioning Principles | 第49-51页 |
| 5.1.2 Brand Positioning Audience | 第51-52页 |
| 5.1.3 Feature Positioning | 第52页 |
| 5.1.4 Brand Positioning Types | 第52-53页 |
| 5.2 Main Program of Longfeng Street Brand Construction Implementation | 第53-56页 |
| 5.2.1 Government as the Guide | 第54页 |
| 5.2.2 Enterprises as the Main Body | 第54-55页 |
| 5.2.3 Other Group Organizations as Supporting Partners | 第55-56页 |
| 5.3 Brand Construction Strategies of Longfeng Street | 第56-65页 |
| 5.3.1 Improvement of Longfeng Street Brand Building System and Strategic planning | 第56-57页 |
| 5.3.2 Brand Image Shaping in Longfeng Street | 第57-60页 |
| 5.3.2.1 Establishment of Concept Recognition System | 第58页 |
| 5.3.2.2 Establishment of a Behavior Recognition System | 第58-59页 |
| 5.3.2.3 Establishment of a Visual Recognition System | 第59-60页 |
| 5.3.3 Integration of Marketing Communication Resources | 第60-62页 |
| 5.3.4 Cultivation of Competitive and Influential and Famous Brand Enterprises | 第62-63页 |
| 5.3.5 Formation of the Cultural Connotation of Brands | 第63页 |
| 5.3.6 Implementation of the Talent Strategy | 第63-64页 |
| 5.3.7 Development of Short-distance Leisure Trip Projects | 第64-65页 |
| 5.4 Summary of this Chapter | 第65-66页 |
| Chapter VI Conclusion | 第66-68页 |
| 6.1 Conclusions | 第66页 |
| 6.2 Limitations | 第66-68页 |
| REFERENCE | 第68-71页 |
| APPENDIX | 第71-73页 |
