t城市品牌定位.docxVIP

城市品牌定位 ──以重庆市为例摘要： 城市品牌是一座城市灵魂的体现，城市品牌定位则是成功塑造城市品牌的关键。本文通过对前人的研究成果分析、总结，发现目前有关城市品牌定位的理论并不多见,且现阶段城市品牌定位具有模糊性与片面性的缺陷。本文以重庆市城市品牌定位为案例，结合营销学定位相关理论，提出了影响城市品牌定位的相关因素，为科学地进行城市品牌定位提供了一个模型，可为城市品牌定位实践提供参考。关键词：城市品牌定位；科学定位；定位因素； 定位模型City Brand PositioningAbstract：City brand is the embodiment of the soul of a city. City brand positioning is the key to successful creation of a city brand. Based on the analysis of previous studies, it is concluded that the theories about city brand positioning are rare and at the present stage, city brand positioning has the defect of fuzziness and one-sidedness. Based on th