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

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