Analysis of Brand Strategy under the Focus of Urban Marketing – Taking the Development of Ceramics in Dehua County, Fujian Province as an Example

Abstract

With the rapid development of the global economy, the competition between cities is becoming increasingly fierce. Urban marketing plays aa vital role in enhancing the competitiveness and popularity of cities, and brand building is the material foundation, means, path and result of urban marketing. As a typical export-oriented city with ceramic industry as the pillar, Dehua County has no outstanding geographical and economic location advantages. In recent years, the wanton spread of the new crown epidemic overseas has led to the economic downturn of the overseas ceramic industry, the ceramic domestic sector is chaotic, the competition pressure in the industry is excellent, and Dehua Ceramics is facing transformation needs. Based on the research perspective of urban marketing, this paper summarizes the case experience of other city brands through the analysis of the current situation of Dehua, compares and summarizes the case experience of other city brands, uses multi-perspective research methods, deeply analyzes the problems existing in the development of Dehua city brand, uses centralized marketing strategy, that is, focuses on marketing and series of marketing awareness, mechanism and means, excavates various resources in the city and systematically plans and integrates, how to establish the image of Dehua in the case of huge changes in the internal and external environment, and carry out Dehua city marketing based on the brand. It has important practical significance.