景德镇城市品牌营销研究

发布时间：2018-07-13 20:08

【摘要】： 在21世纪开始的全球化竞争时代,各种主体间的竞争将更加直接、全面、激烈和复杂。残酷的竞争使得作为国家基点--城市之间的竞争不再仅仅依赖产品低廉的价格,不能继续重复千篇一律的模仿,而是要挖掘和创造城市核心竞争力,将其成功地塑造成为具有吸引力和辐射力的城市品牌,并采取有效措施对城市进行品牌营销,从而吸引更多的人到城市来进行投资创业、休闲旅游、居住和生活,促使城市全面、协调、可持续发展。在这样的背景下,本文从国内外城市品牌营销研究的现状入手,以城市科学、经济学、社会学、管理学、规划学、营销学等相关理论为指导,采用理论与实际应用相结合;定性分析为主,定性、定量、定位分析相结合;以市场营销学分析为主,多学科综合分析,对景德镇如何进行城市品牌营销进行了研究。研究表明: 一是基于市场营销理论和国内外城市营销理论与实践,提出了对城市品牌营销内涵的理解,认为城市品牌营销就是总体品牌的营销,它是在品牌系统支持下可以被当地组织执行的战略,是为了城市更好的发展,以品牌定位、品牌理念、品牌识别,充分运用营销组合策略要素开展城市营销活动,吸引着核心价值观与其相同的人们,确保他们有自己的生活方式的主张。城市品牌营销是带有鲜明特征的具体营销模式,其目的是打造城市独特的价值观,争取更多顾客认同。让城市在顾客心里形成某种特定的认识,让城市与品牌融为一体,在这个品牌的指引下完成城市的营销,让城市的价值在品牌的包装下顺利让渡给顾客。二是以系统分析的方法,构建了城市品牌营销基本理论体系,包括城市品牌营销的构成要素和城市品牌营销策略两大部分。其中城市品牌营销构成要素部分包括主体、客体和对象,城市品牌营销策略部分包括城市品牌营销环境分析、城市品牌体系的构建和城市品牌营销组合策略。值得一提的是,本文开创性提出了城市品牌营销新组合策略系统---4R模型。三是从理论的实际应用上,以景德镇为例,对景德镇城市品牌营销进行了SWOT分析、目标市场分析、竞争与合作者分析,从而为景德镇城市品牌营销提供可行性支持;从操作层面和城市品牌营销内容构成角度,对景德镇城市品牌体系进行了构建并提出了具体的营销策略(即4R营销策略:关联性策略、反应性策略、关系性策略、回报性策略)。
[Abstract]:In the era of global competition at the beginning of the 21st century, the competition among various subjects will be more direct, comprehensive, intense and complex. The cruel competition makes the competition between cities, as the basic point of the country, no longer depend on the low price of the products, can not continue to repeat the same imitation, but to excavate and create the core competitiveness of the city. Successfully shaping it into an attractive and radiant city brand, and taking effective measures to brand the city, thereby attracting more people to the city to invest in entrepreneurship, leisure tourism, living and living, To promote the comprehensive, coordinated and sustainable development of the city. Under this background, this paper starts with the current situation of the research on urban brand marketing at home and abroad. Under the guidance of the theories of urban science, economics, sociology, management, planning, marketing and so on, it combines the theory with the practical application. Qualitative analysis, quantitative analysis, positioning analysis, marketing analysis, multi-disciplinary comprehensive analysis, Jingdezhen how to carry out urban brand marketing is studied. The research shows that: first, based on the marketing theory and the domestic and foreign city marketing theory and practice, this paper puts forward the understanding of the connotation of the urban brand marketing, and thinks that the urban brand marketing is the overall brand marketing. It is a strategy that can be implemented by local organizations under the support of brand system. It is for the better development of the city, brand positioning, brand concept, brand identification, the full use of marketing mix strategy elements to carry out urban marketing activities. Attract people whose core values are the same and make sure they have their own way of life. Urban brand marketing is a specific marketing model with distinctive characteristics, which aims to create the city's unique values and win more customer identity. Let the city form a certain kind of special understanding in the customer's heart, let the city and the brand merge together, under the guidance of this brand, complete the marketing of the city, let the value of the city be transferred to the customer smoothly under the brand packaging. Secondly, the basic theory system of urban brand marketing is constructed by the method of systematic analysis, which includes two parts: the elements of urban brand marketing and the strategy of urban brand marketing. The components of urban brand marketing include subject, object and object. The part of urban brand marketing strategy includes the analysis of urban brand marketing environment, the construction of urban brand system and the combination strategy of urban brand marketing. It is worth mentioning that this paper proposes a new combination strategy system-4 R model for urban brand marketing. Thirdly, taking Jingdezhen as an example, the author makes SWOT analysis, target market analysis, competition and cooperator analysis to Jingdezhen city brand marketing, thus providing feasible support for Jingdezhen city brand marketing. From the angle of operation level and urban brand marketing content, this paper constructs Jingdezhen city brand system and puts forward specific marketing strategies (that is, 4R marketing strategy: relevance strategy, reactive strategy, relational strategy, reward strategy).
【学位授予单位】：景德镇陶瓷学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F299.2

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