Research on the Construction of Regional Brand System for Beijing "City of Museums"

Yueqing Gong; Yue Wei

doi:10.47297/wspciWSP2516-252703.20220606

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Volume 6, Issue 6

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Research on the Construction of Regional Brand System for Beijing "City of Museums"
Research on the Construction of Regional Brand System for Beijing "City of Museums"
1. School of Chinese Culture and Communication , Beijing International Studies University,China,100024
2. Yue Wei, Communication University of China,100024
Vol. 6, Issue 6, Pages: 13-19(2022)
Published： 2022 ，
DOI：10.47297/wspciWSP2516-252703.20220606
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YUEQING GONG & YUE WEI. (2022). Research on the Construction of Regional Brand System for Beijing "City of Museums". Creativity and Innovation, 6(6), 13-19..
DOI：

YUEQING GONG & YUE WEI. (2022). Research on the Construction of Regional Brand System for Beijing "City of Museums". Creativity and Innovation, 6(6), 13-19.. DOI： 10.47297/wspciWSP2516-252703.20220606.

摘要

Abstract

Based on the perspective of regional brands

this paper analyzes the brand system construction of Beijing "city of museums" from the branding strategy architecture in five aspects: regional brands main strategy

umbrella strategy

mutually beneficial strategy between regional and individual brands

endorsement strategy

and individual brands independent development strategy.

关键词

Keywords

City of Museumsregional brandssystem construction

references

Zhao Yuan, "A few Thoughts on building Beijing "city of museums" in the New Era" [J], Culture Industry, Issue 8, 2018.[2] Beijing Wenbo, WeChat Official Account of the Beijing Municipal Cultural Heritage Bureau,"The Capital Cultural Forum (Issue 1) ‘Beijing: How to Build a City of museums’ was held", https://baijiahao.baidu.com/s?id=1702369783306619774&wfr=spider &for=pc, June 12, 2021.[3] [France] Mihailovich Philippe, "Kinship branding: A concept of holism and evolution for the nation brand", Place Branding, Issue 3 Vol. 2, 2006.[4] Hu Dali, Chen Feilong, Wu Qun,"The Interaction of Enterprise Brand and Regional Brand" [J], Business and Management Journal (BMJ), Issue 5, 2006 .[5] Bie Dilian, "Corporate Brand Umbrella Strategy: the Effects of Corporate Name Endorsement" [J], Chinese Journal of Management Journal, Issue 6, 2003.[6] [Australia] Johan Bruwer, [USA] Ray Johnson, "Place-based Marketing and Regional Branding Strategy Perspectives in the California Wine Industry" [J], Journal of Consumer Marketing,Issue 1 Vol. 27, 2010.

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