The Scheme of Rizhao City Brand

Nowadays, the competition of cities essentially is a competition for city brands. In fact, it is necessary for each city to implement a city brand strategy on their developing road.Rizhao , a seaside city in China, has many fine resources such as the coastal deep harbor, the seashore sand beach and the University City ,which, however, still are separated rather than combined together.By developing the nationwide theme, the following article associates resources fully in an attempt to build up the Rizhao city brand.


Introduction
The city brand is gradually becoming the most precious and valuable intangible assets of the city.And its value lies not only in the fact that it can help city to set up a good image and high prestige for the city, but also that it can unceasingly create new values.A successful city brand will produce enormous cohesive, attractive and radiating power and can cause all kinds of productive elements to accumulate or spread, through which government's financial revenues will be so greatly increased and its economic growth can be greatly accelerated.On the contrary, the city which doesn't own its brand will lack charm and consequently will be in weak side in competitions.
The Rizhao city of China has successfully hosted the world sail match and the national aquatic meeting, with which the city's reputation accordingly has been getting around.However, the world sail match and the aquatic meeting are only aquatic projects and mainly for specialists while the majority of Chinese areas are inlands.Therefore, not so many ordinary people would have paid much attention to them and moreover these games are not the ones that the common people can easily participate.So there was not a strong public basis.As a result, up to now the city of Rizhao still has a long way to go in terms of its popularity.
Rizhao's tourist resources are rich, but scattered and lack of the overall planning and brand strategy.The conformity and optimization of resources needs a platform and medium.If the platform has a nationwide theme, then the according city brand will be nationwide.It is also true of the worldwide theme whose city brand certainly will be worldwide.
China's sports are becoming more and more prosperous, but the male soccer, the most important game, in China is the biggest inferiority.So there is no wonder that one of the wishes for most Chinese is that one day the Chinese soccer can dominate the world like other sports games.This provides an exceedingly good nationwide theme for Rizhao to set up its nationwide brand.
We can organize mass soccer competition mainly for the elementary and middle schools so as to expand the mass base of the Chinese soccer by taking the Rizhao university city as the base, combining rich Rizhao seashore tourist resources and the university city resources that lay idle in summer vacation, taking advantage of the striking contrast between the prosperity of Chinese sports and the sag of Chinese man-soccer and making use of the great expectation held by the whole nation people of hoping Chinese soccer get great-leap-forward development.Rizhao 's well-known city brand can be finally established by organizing national soccer summer camping activities for pupils of elementary and middle schools and holding the national teenagers extra-curricular soccer competition while enjoying the seashore scenery, taking vacation and enjoying the leisure .

Only having a single city brand
At present the major brand of Rizhao is 'A city of aquatic sports '.Actually, Rizhao's rich resources can enable it to create far more than one city brand.

Exploring the cities' culture to mould a core city brand
One of the most urgent problems for Rizhao to conquer on its way of creating a city brand is to repack the entire city resources and reestablish the whole city image.