本文選題：城市品牌 + 營(yíng)銷　； 參考：《山東大學(xué)》2008年碩士論文

【摘要】： 在市場(chǎng)競(jìng)爭(zhēng)日益白熱化的今天,各地區(qū)之間的競(jìng)爭(zhēng)已由單純商品的競(jìng)爭(zhēng)向以城市為單位的綜合實(shí)力的競(jìng)爭(zhēng)轉(zhuǎn)變。在世界城市化進(jìn)程日趨加劇的今天,一個(gè)城市要想獲得可持續(xù)發(fā)展,必須有強(qiáng)烈的城市品牌形象意識(shí),一方面強(qiáng)化城市內(nèi)部建設(shè)與發(fā)展,另一方面,積極開(kāi)展品牌傳播活動(dòng),不斷塑造與提升城市品牌形象。中國(guó)的城市要在全球范圍的競(jìng)爭(zhēng)中生存下去,必須重視城市品牌營(yíng)銷和城市品牌策略。如何建立中國(guó)城市品牌,如何高效、有力地傳播中國(guó)城市品牌已經(jīng)刻不容緩地?cái)[上了各級(jí)政府的議事日程。 本文從城市化進(jìn)程與“城市品牌”提出的必然性入手,分析了國(guó)內(nèi)城市品牌經(jīng)營(yíng)現(xiàn)狀,提出了我國(guó)城市進(jìn)行城市營(yíng)銷和城市品牌策略的必要性。然后系統(tǒng)論述城市品牌的涵義、要素、分類、特征、形成過(guò)程以及城市品牌和產(chǎn)品品牌、企業(yè)品牌的不同之處。同時(shí),論文對(duì)如何進(jìn)行城市品牌策略實(shí)施進(jìn)行了詳細(xì)的介紹。指出了國(guó)內(nèi)城市進(jìn)行品牌策略首先需要做基礎(chǔ)性規(guī)劃工作,在此基礎(chǔ)上,充分調(diào)查研究,分析城市所處的特定環(huán)境,將城市的品牌建設(shè)與城市品牌的定位、核心價(jià)值塑造、目標(biāo)消費(fèi)者選擇等環(huán)節(jié)相對(duì)接,因地制宜的制定恰當(dāng)?shù)某鞘衅放撇呗�。在解決了城市品牌策略的含義、城市品牌策略的確定、城市品牌策略的重大意義、城市品牌的傳播推廣等重要問(wèn)題之后,筆者針對(duì)中國(guó)城市品牌策略實(shí)施的組織管理中存在的誤區(qū)和不足,對(duì)如何在實(shí)際操作中進(jìn)行品牌策略的實(shí)施和管理提出了建設(shè)性的建議。 本論文主要采用了文獻(xiàn)研究、定性與定量分析、比較分析相結(jié)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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F299.2;F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 李輝華;;“十二五”建設(shè)新階段長(zhǎng)沙城市品牌研究[J];長(zhǎng)沙大學(xué)學(xué)報(bào);2011年04期

2 肖紅艷;;試論“中國(guó)馬都”旅游文化品牌建設(shè)[J];北京第二外國(guó)語(yǔ)學(xué)院學(xué)報(bào);2012年03期

相關(guān)碩士學(xué)位論文 前9條

1 蘇麗;基于城市發(fā)展的濟(jì)源市體育賽事選擇研究[D];上海體育學(xué)院;2010年

2 鮑仕蓮;廬江城鎮(zhèn)品牌的塑造與傳播[D];安徽大學(xué);2011年

3 朱海燕;政府公共關(guān)系在天津市城市經(jīng)營(yíng)中的應(yīng)用研究[D];天津大學(xué);2010年

4 鞠慶東;城市體育品牌塑造過(guò)程研究[D];福建師范大學(xué);2011年

5 李柯霏;知識(shí)城市視閾下的中國(guó)城市品牌塑造研究[D];西南大學(xué);2012年

6 賈麗英;內(nèi)蒙古形象在本土企業(yè)樹(shù)立品牌形象過(guò)程中的運(yùn)用研究[D];蘇州大學(xué);2010年

7 張芳;傳承沈陽(yáng)文化符號(hào)的城市品牌塑造研究[D];沈陽(yáng)航空航天大學(xué);2013年

8 吳芳芳;南昌城市品牌定位研究[D];南昌大學(xué);2012年

9 胡書(shū)芹;大型體育賽事對(duì)城市品牌知名度的影響機(jī)制研究[D];杭州師范大學(xué);2013年

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