The Researches on Effect Factors and Interactions of Urban Brand Building in Establishing Harmony Society

摘要

With the urbanization process speeding and the keen competitions between cities, building urban brand has already been the key which absorbs talent, investment and tour, and promotes the development of the whole urban. The paper divides the factors which affect urban brand building into "subject factors" and "object factors". The subject factors consist of the economic environment, science and education environment, politics and law environment, urban planning and nature environment, etc. The object factors infer to audience factors which affect urban brand building, include urban internal stakeholders and external stakeholders. This paper explores emphatically on the mutual relationships between the subject and object factors in building urban brand, the effect of urban environment constructing and renovating to stakeholders, the origin and cultivation of internal brand and the effect to stakeholders, the main content of integrated marketing communication and affecting cognition of stakeholders.