试论聊城市城市品牌经营策略.docVIP

试论聊城市城市品牌的经营策略 BRIEF ANALYSIS UPON CITY BRAND－NAME MANAGEMENT STRATEGY OF LIAO CHENG CITY 研 究 生： 孟宪栋 专 业： 工商管理 申请学位： 博士（DBA） 导 师： 中欧国际管理学院研究生院 中欧国际管理学院 2006年 月 BRIEF ANALYSIS UPON CITY BRAND－NAME MANAGEMENT STRATEGY OF LIAO CHENG CITY Graduate Student: Meng Xiandong Major： Business Administration Degree： Doctor Supervisor: Postgraduate School of Sino-European International Management Institute Authorization: Bureau of city planning in liao cheng city SINO－EUROPEAN INTEARNATIONAL MANAGEMENT INSTITUTE July 2006 浅析聊城市城市品牌的经营策略 摘 要 随着城市化进程的加速，城市品牌经营策划的重要性也日益突出。在城市发展过程中，卓有成效的城市品牌将发挥着前所未有的作用，并直接影响着城市化的进程和城市化的水平。因此，本论文将对聊城市打造“江北水城”城市品牌上做了一点研究。 本文通过对城市、品牌、城市品牌的含义、国内外城市品牌经营历史及现状分析，讨论了目前城市品牌经营存在的问题；通过对聊城市城市概况、聊城市城市经营的现状分析，讨论了聊城市城市经营现状存在的问题；论述了城市品牌经营的四点两荡理论和城市品牌经营的步骤及应该注意的几个问题；应用城市品牌经营的四点两荡理论，对聊城市城市品牌经营进行分析；应用城市品牌经营的步骤和方法，对聊城市城市品牌经营进行策划；同时还简述了聊城市在城市品牌经营中做的一些工作。 通过本次研究，使聊城市城市品牌经营有了初步的策划，同时也为进一步经营开发聊城市“江北水城”城市品牌埋下了敷碑。 【关键词】聊城市 城市品牌 江北水城 四点两荡理论 经营策略  Brief Analysis Upon City Brand-name Management Strategy of Liaocheng City ? Abstract City brand-name management Strategy plays an increasingly important part in the course of townifization nowadays, one good city brand-name is expected to be much more significant than ever before, and it will directly influence the course and level of townifization as well. Accordingly, this article gives a study on Water City North to Yangtze River, the city brand name that Liaocheng city is currently adopted. ? Through the definition of the city, brand-name and city brand-name, historical and existing conditions of city brand name management over domestic and overseas cities, it discusses the current problems in city brand name management; Based on the general situation of Liaocheng city and its actual city operation, it analyzes the existing issues of this city; it illustrates theory of four point and two swing, and procedures involved and a couple of issues in city Bran