【摘要】： 在21世紀(jì)開始的全球化競爭時代,各種主體間的競爭將更加直接、全面、激烈和復(fù)雜。殘酷的競爭使得作為國家基點(diǎn)--城市之間的競爭不再僅僅依賴產(chǎn)品低廉的價格,不能繼續(xù)重復(fù)千篇一律的模仿,而是要挖掘和創(chuàng)造城市核心競爭力,將其成功地塑造成為具有吸引力和輻射力的城市品牌,并采取有效措施對城市進(jìn)行品牌營銷,從而吸引更多的人到城市來進(jìn)行投資創(chuàng)業(yè)、休閑旅游、居住和生活,促使城市全面、協(xié)調(diào)、可持續(xù)發(fā)展。在這樣的背景下,本文從國內(nèi)外城市品牌營銷研究的現(xiàn)狀入手,以城市科學(xué)、經(jīng)濟(jì)學(xué)、社會學(xué)、管理學(xué)、規(guī)劃學(xué)、營銷學(xué)等相關(guān)理論為指導(dǎo),采用理論與實際應(yīng)用相結(jié)合;定性分析為主,定性、定量、定位分析相結(jié)合;以市場營銷學(xué)分析為主,多學(xué)科綜合分析,對景德鎮(zhèn)如何進(jìn)行城市品牌營銷進(jìn)行了研究。研究表明: 一是基于市場營銷理論和國內(nèi)外城市營銷理論與實踐,提出了對城市品牌營銷內(nèi)涵的理解,認(rèn)為城市品牌營銷就是總體品牌的營銷,它是在品牌系統(tǒng)支持下可以被當(dāng)?shù)亟M織執(zhí)行的戰(zhàn)略,是為了城市更好的發(fā)展,以品牌定位、品牌理念、品牌識別,充分運(yùn)用營銷組合策略要素開展城市營銷活動,吸引著核心價值觀與其相同的人們,確保他們有自己的生活方式的主張。城市品牌營銷是帶有鮮明特征的具體營銷模式,其目的是打造城市獨(dú)特的價值觀,爭取更多顧客認(rèn)同。讓城市在顧客心里形成某種特定的認(rèn)識,讓城市與品牌融為一體,在這個品牌的指引下完成城市的營銷,讓城市的價值在品牌的包裝下順利讓渡給顧客。 二是以系統(tǒng)分析的方法,構(gòu)建了城市品牌營銷基本理論體系,包括城市品牌營銷的構(gòu)成要素和城市品牌營銷策略兩大部分。其中城市品牌營銷構(gòu)成要素部分包括主體、客體和對象,城市品牌營銷策略部分包括城市品牌營銷環(huán)境分析、城市品牌體系的構(gòu)建和城市品牌營銷組合策略。值得一提的是,本文開創(chuàng)性提出了城市品牌營銷新組合策略系統(tǒng)---4R模型。 三是從理論的實際應(yīng)用上,以景德鎮(zhèn)為例,對景德鎮(zhèn)城市品牌營銷進(jìn)行了SWOT分析、目標(biāo)市場分析、競爭與合作者分析,從而為景德鎮(zhèn)城市品牌營銷提供可行性支持;從操作層面和城市品牌營銷內(nèi)容構(gòu)成角度,對景德鎮(zhèn)城市品牌體系進(jìn)行了構(gòu)建并提出了具體的營銷策略(即4R營銷策略:關(guān)聯(lián)性策略、反應(yīng)性策略、關(guān)系性策略、回報性策略)。
[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).
【學(xué)位授予單位】：景德鎮(zhèn)陶瓷學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F299.2

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