杭州城市视觉形象的品牌研究

摘要

通过宏观层面——杭州城市旅游品牌，中观层面——城市品牌视觉形象系统，微观层面——城市品牌环境设施三个层面的分析，对杭州城市视觉形象特征提升的品牌策略进行研究。%This study focuses on how branding strategy promotes Hangzhou city visual identity. It is conducted through the analysis of Hangzhou from the macro level - Hangzhou city tourism brand, the meso level - city brand visual identity system, the micro - level -brand environment and facilities.