城市品牌策略研究

发布时间：2018-06-21 02:40

本文选题：城市品牌 + 营销　；参考：《山东大学》2008年硕士论文

【摘要】： 在市场竞争日益白热化的今天,各地区之间的竞争已由单纯商品的竞争向以城市为单位的综合实力的竞争转变。在世界城市化进程日趋加剧的今天,一个城市要想获得可持续发展,必须有强烈的城市品牌形象意识,一方面强化城市内部建设与发展,另一方面,积极开展品牌传播活动,不断塑造与提升城市品牌形象。中国的城市要在全球范围的竞争中生存下去,必须重视城市品牌营销和城市品牌策略。如何建立中国城市品牌,如何高效、有力地传播中国城市品牌已经刻不容缓地摆上了各级政府的议事日程。本文从城市化进程与“城市品牌”提出的必然性入手,分析了国内城市品牌经营现状,提出了我国城市进行城市营销和城市品牌策略的必要性。然后系统论述城市品牌的涵义、要素、分类、特征、形成过程以及城市品牌和产品品牌、企业品牌的不同之处。同时,论文对如何进行城市品牌策略实施进行了详细的介绍。指出了国内城市进行品牌策略首先需要做基础性规划工作,在此基础上,充分调查研究,分析城市所处的特定环境,将城市的品牌建设与城市品牌的定位、核心价值塑造、目标消费者选择等环节相对接,因地制宜的制定恰当的城市品牌策略。在解决了城市品牌策略的含义、城市品牌策略的确定、城市品牌策略的重大意义、城市品牌的传播推广等重要问题之后,笔者针对中国城市品牌策略实施的组织管理中存在的误区和不足,对如何在实际操作中进行品牌策略的实施和管理提出了建设性的建议。本论文主要采用了文献研究、定性与定量分析、比较分析相结合的研究方法。
[Abstract]:With the increasingly fierce competition in the market, the competition among different regions has changed from the competition of pure commodities to the competition of comprehensive strength based on the city. In today's world urbanization, if a city wants to achieve sustainable development, it must have a strong sense of city brand image, on the one hand, to strengthen the construction and development of the city, on the other hand, to actively carry out brand communication activities. Continuously mold and promote the city brand image. In order to survive in the global competition, Chinese cities must attach importance to urban brand marketing and urban brand strategy. How to establish Chinese city brand and how to spread Chinese city brand efficiently and effectively have been put on the agenda of all levels of government without delay. Starting with the inevitability of urbanization and "urban brand", this paper analyzes the present situation of urban brand management in China, and points out the necessity of city marketing and urban brand strategy in China. Then it systematically discusses the meaning, elements, classification, characteristics, forming process of urban brand and the differences between city brand and product brand, enterprise brand. At the same time, the paper introduces how to implement the urban brand strategy in detail. This paper points out that the basic planning work is needed to carry out the brand strategy in domestic cities, on the basis of which, the specific environment in which the city is located is fully investigated and studied, and the brand construction of the city and the positioning of the city brand, the core value of the city are molded. Target consumer selection and other links docked, according to local conditions to formulate the appropriate urban brand strategy. After solving such important problems as the meaning of urban brand strategy, the determination of urban brand strategy, the significance of urban brand strategy, the dissemination and promotion of urban brand, and so on, In view of the misunderstandings and deficiencies in the organization and management of the implementation of Chinese urban brand strategy, the author puts forward some constructive suggestions on how to implement and manage the brand strategy in practice. This paper mainly adopts the research methods of literature research, qualitative analysis, quantitative analysis and comparative analysis.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F299.2;F273.2

【引证文献】