Research on the Construction of the Street Snow and Ice Landscape of Winter Cities Based on the Concept of Brand Strategy

DOI: 10.5176/2301-394X_ACE16.55

Authors: Weiming Zhang, Chang Li

Abstract:

The street snow and ice landscape is an artistic name card of winter cities. Formed during the planning and designing of winter cities, it is a detailed decoration with particular meanings and an embodiment of the interplay and interaction between society, culture, people and environment. This thesis studies the street snow and ice landscape of winter cities and analyzes the influence of this landscape on the brand strategy of winter cities from the perspective of city brand strategy. Targeting at the local landscape of winter cities, the author also explores the significance of street snow and ice landscape to the city characteristics and its unique image, which enables the street ice and snow landscape in winter cities to better promote the brand strategy of winter cities.

Keywords: brand strategy; street;landscape; winter cities