Monday, July 11, 2011

Yuyao: a city of cultural marketing

"China Economic Weekly" reporter Guo Fang

The first time I heard Hemudu, from school textbooks. Then, to us, this is a history of 7,000 years ago a mysterious and distant time slice.

Zhidao it in the city - Yuyao, it held a grand festival, beginning with the historic opportunity to narrow the distance once again evoke the memory of our history, not in the papers, but in reality.

In the history of Yao River mouth edge Hemudu site, 7,000 years ago, we saw the oldest and most extensive rice culture - a large number of cultivated rice. It is this discovery completely rewrite history, breaking the Chinese cultivated rice imported from India, the legend, many archaeologists may also order that Hemudu rice culture of China and the world's first cradle.

It also shows that, as with the Yellow River, Yangtze River basin was the birthplace of our nation.

All this took place in Zhejiang Yuyao. This small town because of its rich history and culture and ancient literature known as the name states, Hemudu culture is its highlight a shining symbol of ancient civilization, and therefore familiar with admiration for the people of the world.

This makes it look and it's those who are "more money" and is known quite different from the county's brother, of course, it is also very rich. As a small town 83 million in 2010, its GDP has reached $ 56.5 billion, fiscal revenue reached 8.21 billion yuan. Hundred counties in the country so it ranked ninth. It also came in front of its sister cities and counties, and Shaoxing, Cixi.

Adjacent to it, and than it's Cixi very envious of its rich culture. And it is much higher than the national number of rich historical and cultural city, which it can do a lot of those places can not afford to do. For example, invested heavily to create a historical and cultural city.

Yuyao City Party Secretary Chen Weijun told us that they will make every effort to create a brand culture. From the gentle, quite bookish secretary of the mouth to say, we have no doubt, because there are a good cultural background, and it is not short of money, more importantly, this place is very set on making the brand .

Economic area in the massive brand building, they have successfully created "China Plastic Mould", "hometown of Chinese lamps," "Hometown of China plumbing equipment", "hometown of Chinese Fire Equipment" ... Even the bayberry and mustard, they made a famous brand.

"Hemudu Yuyao International Cultural Festival" is that it's another brand, every two years, this year has done the second. This is a successful city marketing - the ancient and mysterious Hemudu culture, decent, grand, high-level meeting point of culture, famous enough to hold up the news theme forum, several hundred Chinese and foreign media focus on ... ...

Demonstrated in the human results are: Hemudu culture into the city many of the details of which, such as the development of the "old site" brand rice cakes, the ancient site Xi Ming, Hemudu wild tea and other characteristics of agricultural products; in bamboo, stainless steel and other specialty products packaging, promotion and propaganda, full use of Hemudu elements; with "Hemudu" title to the hotel, bridge, and so on.

Of course, the more successful the show or the city in the Hemudu culture on the generous financial investment: Over the years, invested heavily in Yuyao, Hemudu Site Museum in many modern technological means used to achieve the development of new ideas. At the same time in a "second Hemudu," said Tianluoshan excavated site to establish a "Museum to explore the scene," both kept at all levels remains and relics, but also for visitors to create the opportunity to experience the archaeological site.

This is of course also very consistent with the current theme of development, Zhejiang Province. After 30 years of reform and development, shook off poverty and backwardness of the hat, which jumped after the province for China's economy in recent years, Zhejiang is also working to remove "no culture" hat, to speed up the construction of cultural province , efforts to enhance cultural soft power.

Thus, we see such a city's image: well-developed traditional agriculture, industry and commerce, prosperity, Yuyao, in the rapid urbanization, industrialization, in the protection and promotion of history and culture, the same spare no effort.

There is no doubt, whether it is the image of the city's image or the government, this is a perfect show.

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