Brand Shaping Strategy of Characteristic Towns Under the Background of 'Internet +' Based on Rooted Culture

摘要

The construction of small towns with Chinese characteristics is in full swing and has achieved initial results. How to highlight the characteristics of characteristic towns has become the key feature and difficulty of brand building of characteristic towns. We should take advantage of the "Internet +" as the sharp weapon to subvert the traditional industries. From the perspective of embeddedness, this paper tries to explain the three forms of rooted culture such as natural genetic genes, social capital and market demand preferences, recognizing the significance of rooted culture in shaping the characteristics of distinctive town brands, and exploring the characteristic town brand strategy based on rooted culture in the context of "Internet +". In addition, rooted in the local area, do a good job of featured articles, implement differentiated development strategy, improve the image recognition system (CIS), use the "Internet +" micro economic means to carry out the dissemination of the characteristic town brand; Build and improve the infrastructure of the characteristic town; innovative the brand shaping subject of characteristic Town; take full advantage of the "Internet +" era to enhance the brand elements.