Open AccessAnalysis on the Building of Chengdu’s City Brand as “Three Cities and Three Capitals” – Taking Jiezi Ancient Town as an Example
Author(s) -
Jing Guo
Publication year - 2021
Publication title -
proceedings of business and economic studies
Language(s) - English
Resource type - Journals
eISSN - 2209-265X
pISSN - 2209-2641
DOI - 10.26689/pbes.v4i4.2451
Subject(s) - ancient city , business , advertising , urban construction , brand strategy , brand management , geography , architectural engineering , engineering , archaeology
“Three Cities and Three Capitals” is a city brand that Chengdu has been vigorously building. Based on the analysis of the brand construction background, the brand building of Jiezi Ancient Town, and the problems existing in the current brand building of Jiezi Ancient Town, this paper puts forward suggestions, including reconstruction of cultural resources, building an industrial framework, and giving full play to the role of market entities, so as to provide guidance for the cultivation of the brand characteristics in the ancient town and better shape the city brand of “Three Cities and Three Capitals” in Chengdu.