Globalization has promoted urbanization. Urbanization has spawned competition among cities. Urban competitiveness not only manifests itself in politics, economy and culture, but also manifests itself in building and promoting urban image competitiveness based on urban brands. Urban image competitiveness includes six major components of policy, culture, investment, talent, tourism and brand Indispensable. Urban brand is a person's comprehensive perception or understanding of a city or region from the aspects of history, culture and atmosphere. Its purpose is to accurately convey the unique characteristics, values and personality of the city and establish a Bright and rich image of the soul.China has developed very rapidly in the last 20 or 30 years. In particular, Beijing has successfully hosted the Olympic Games, which has made the world's attention focused on Beijing and has begun to pay attention to major cities in China. The urban process in China ushered in a new round of development climax. On the one hand, it actively sought the support of the central government and hoped to obtain more domestic and foreign investment in order to promote the development of the city to a higher and sustainable development level: on the other hand, While vigorously carrying out the basic construction, each city hopes to create its own unique city image. The big cities are represented by Beijing and Guang Ghou, while the small cities, especially Shantou, are typical. Many old cities with profound cultural heritage have been severely damaged. Modern buildings have risen. As a result, the culture of some cities has gradually disappeared, and the modern architectural landscape of the city has disappeared.Regional culture is the most characteristic of a city. Each city has its own unique personality. Regional culture is the personality of a city. The popularity of a city mostly comes from the unique regional culture it has. Cultural heritage is a historical witness, characteristic embodiment, and an important development resource for urban development. The process of shaping a city's brand is a process of constantly absorbing, integrating, and accumulating culture. With the acceleration of urbanization, the distance between cities and cities has been shortened, and the economic and cultural industries have communicated and infiltrated. This has led to the fact that the unique humanistic temperament that originally belonged to the city has been gradually diluted, and the current state of urban construction in the city of Qian Cheng has made cities more and more similar. Loss of personality, and lack of vitality. The urban brand design adapted to local conditions not only contributes to the more structured planning of urban construction, but also has a certain role in promoting the promotion of urban culture and the inheritance of regional culture. The material of the urban brand design originates from the unique regional culture of the city. It is the process of sublimating and summarizing the regional culture and historical tradition of the city. With the acceleration of urbanization, the distance between cities and cities has been shortened, and the economic and cultural industries have communicated and infiltrated. This has led to the fact that the unique humanistic temperament that originally belonged to the city has been gradually diluted, and the current state of urban construction in the city of Qian Cheng has made cities more and more similar. Loss of personality, and lack of vitality. The urban brand design adapted to local conditions not only contributes to the more structured planning of urban construction, but also has a certain role in promoting the promotion of urban culture and the inheritance of regional culture. The material of urban brand design originates from the unique regional culture of the city. It is the process of sublimating and summarizing the regional culture and historical tradition of the city.This study improves the image of Dandong City Brand through regional culture, makes citizens feel a sense of belonging, and loves the homeland more. It also enables more travelers to realize the unique existence of the city and strengthen the economic power and cooperation of the city. working together to create a better city image.The subject of this study is a small town in China. It is honored as the most beautiful border city in China. It is a national border cooperation zone, a key development and opening pilot zone along the border, and an open coastal city. It has ports, railways, highways, pipelines, and airports. 5 There are 10 types of ports, and a trade zone between the people of China and North Korea. It is the largest port city for China’s trade with North Korea and a country that is franchised to travel to North Korea. It is the only city in Asia that has border ports, airports, high-speed rail, river ports, seaports, and highways, and is a city of regional-level circulation nodes. However, there is no perfect city image system. The recent North Korea’s policy of reform and opening up has also indirectly affected this small town. The potential of this small-scale project in Dan Dong is unlimited. This study aims to reconstruct the city image of Dan Dong, create a brand new city brand system, and create a multi-dimensional, multi-angle new city by combining the unique regional culture of the city.The first chapter of the theoretical part of the second chapter uses the literature review to further understand the theoretical part of the study to be understood. The next chapter, combined with the theoretical part of the previous chapter, uses strength analysis to analyze the excellent domestic and foreign cases. Learned separately about the current situation and trends of this project in China and abroad. In the fourth chapter, through the analysis of the questionnaire, we learned that people in the city of Dan Dong knew about it and customs, and digged it up from other cities. All these provided good materials for the design of the next chapter. Based on the above conclusions, propose a proposal for the city brand image of Dan Dong City to improve the existing image and create a city brand. The last chapter summarizes and looks forward to the future.
90년대부터 전 세계는 브랜드 글로벌화라는 경쟁 시대에 접어들게 되었고, 브랜드는 새로운 국제 언어로 발돋움하여 수많은 분야에서 적용하게 되었다. 이에 따라 각국의 각 도시들은 경쟁력을 높이고 차별화된 도시 브랜드를 구축하기 위해 전략적인 방안을 도입하고 활성화를 하고 있다. 하지만 중국의 수많은 도시는 이 전의 외적 발전에서 내적 발전 방법으로 전환하고 있지만 많은 지역의 도시화와 연이은 도시의 개발로 인하여 중국의 고대 역사와 문화 및 지역의 정체성과 특성이 점차 잊혀 가고 있는 추세이다. 도시 브랜드는 사회의 구성원이 생활에서 경험하여 일반적으로 가지게 되는 생활양식을 둘 수 있으며 오랜 시간동안 이루어진 역사와 특색 혹은 전통을 유지하고 하는 사상을 통한 지역의 투자 유도, 일자리 창출, 관광 개발, 지역 주민의 소득 증가 등 지역의 경제에 많은 이익을 가져다줄 수 있다. 이에 본 논문은 중국 단둥시를 선점하여 도시 브랜드를 연구하였다. 단둥시의 도시 브랜드 이미지를 선점하기 위해서는 단동시가 가지고 있는 독특한 지역 문화요소를 다루어 브랜드 시각 이미지 디자인의 방식과 경로를 찾는 것이다. 본 연구의 결과를 통하여 지역의 역사적 문화가 브랜드 이미지에 가장 높은 영향을 끼치는 것으로 나타났다. 이러한 문화와 결합되지 않은 도시 브랜드의 인지도는 낮아지는 결과를 볼 수 있다는 것을 알 수 있었다. 따라서 지역 문화와 도시 브랜드의 적합한 계획을 정부와 시민이 함께함으로서 여행객들에게 단동이라는 브랜드에 대해 더욱 긍정적인 태도를 갖게 될 수 있다는 것을 알 수 있다. 또한 본 연구에서는 단동을 대상으로 문화 마케팅과 브랜드 인지도 및 만족도의 관계를 연구하였으나 단동의 도시 브랜드는 여행객을 대상으로 적용되지 않았고 단동에 적용한 연구가 많지 않은 실정으로 정확한 도시 브랜드의 계획을 설정하기에 부족한 면이 있다. 따라서 향후 연구에서는 단동의 특성을 더욱 조사하고 적합한 도시 브랜드를 제작할 수 있도록 많은 조사 및 연구가 실시되어야 할 것이다.