Keywords深圳虚拟大学园; 创新型城市; 创新模式; 品牌建设
Shenzhen Virtual University Park; Innovative city; Innovation model; Brand building
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China nowadays clearly states that building an innovative country is its strategic choice for the future. Shenzhen, as the frontier city of reform and opening up, is short in science and education resource but productive in the construction of an innovative city thanks to its relatively mature market condition and mechanism. The unique Shenzhen model where high and new technology is the pillar to industry development has played a leading role nationwide. Shenzhen Virtual University Park (SZVUP) was creatively established in 1999 when Shenzhen was seeking for technology, project and talent support to develop its high-tech industries. After ten years of constant reform of its structural planning and brand building, SZVUP has seen dramatic rise in its brand value. It is with independent innovation that SZVUP paved its unique way as being an intermediary between governments, industries, universities and research institutes. My analysis will combine theory with practice. Document analysis and induction methods will be used in conjunction with the theory of branding and brand building. Previous related academic studies will be cited. This article will introduce the history of SZVUP featured by the novel notion of a “Virtual University Park”. I will study and analyze the brand building of SZVUP mainly from the viewpoints of brand positioning, brand identity, brand core competitiveness and brand communication. This article will then summarize the methodology and experience of the development of SZVUP. It will discuss the new requirements for the sustainable development of SZVUP in face of new challenges and its shortcomings along the way. This article has research significance for the brand building of Innovative City-Shenzhen Model. It also has reference value to other virtual universities alike from China and abroad in terms of innovative development strategies and models, as well as the mechanisms to realize an efficient functioning. Finally, I hope this article provides some advice for constructing innovative cities in China.