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简介：Spread-sale,spreadingsalesnationwidethroughvariouschannels,asamarketingmethod,hasbeenintroducedtoChinasincetheearly1990s,andismovingtowardsstandardization.Tobringspread-saleundergovernmentsupervision,theMinistryofInternalTradedraftedtheManagementProvisionsonMultipleSpread-sale(forsolicitingopinions)in1994,aimingtostrengthenthelegalmanagementandinternalcontrolofthespread-salemarket.InAugust1994,the

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简介：Thispaperproposesacomprehensiveandintegrativemodelwhichwillcontributetoasuccessfulplacebranding.Thenewmodelisproposedbasedontheanalysisof30previousplacebrandingmodelsandenrichedbytheliteraturereview.Theresultofthisworkistheconceptualmodelthatoffersamoreglobalperspectiveofplacebrandingandconsistsofthefollowing11interrelatedelements:place,brandleadership,communitystakeholdersengagement,brandvision,brandarchitecture,brandidentity,brandcommunications,brandimage,brandexperience,brandactionsandbrandevaluation,whichmustbeincorporatedintoanyplacebrandingmodelastheyprovetoberelevantandplayastrategicroleinthebrandingprocess.Theyareessentialforplacebranddevelopmentandmanagement,andrepresentkeysuccessfactorsofplacebrands.Theresearchimplicationsaretogiveresearchersaguideforliteraturedevelopment,theorybuilding,andfutureresearch.Thepracticalimplicationsaretoofferpractitioners,professionals,localofficials,andevengovernmentsamodelthatexplainstheplacebrandingprocesstoeffectivelycreateandmanageaplacebrand.Unlikepreviousmodelswhichtakedifferentperspectivesonthebrandingprocess,thisoneisholisticasitencompasses(almost)allofthem.Thenewmodelhighlightsalsonewelementsthatdonotappearinthepreviousones.

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