City Brand Integrated Marketing necessity and Countermeasures.docVIP

 PAGE \* MERGEFORMAT 13 City Brand Integrated Marketing necessity and Countermeasures [Abstract] With the relevant data, using SPSS analysis, put forward in China’s urban brand building brand value the existence of cities and urban competitiveness ‘gap’ problem. On this basis, according to integrated marketing theory, further analysis of China’s urban brand marketing that exist in a number of errors, and put forward corresponding countermeasures and suggestions to build the city’s basic model of integrated marketing brand. The aim was to promote the city’s brand value of integrated marketing can be effectively converted into intangible assets, thus becoming the city’s comprehensive competitiveness, promote continuous improvement ‘driving force’. [Keywords:] city brand value; comprehensive competitiveness; SPSS analysis; Integrated Marketing The core brand value lies in its ability to give customers the benefits of the standard measure of the level of its value is the difference between the benefits and costs. For the city brand, the brand value of a city from its cultural characteristics, urban construction, investment environment, public services, product features, etc. to be measured, its value should be reflected in can give the city’s residents, investors, tourists and product user to bring the various interests. If the brand value that the City provided to the city to focus on the interests of all stakeholders, then through the city brand of integrated marketing, brand value can spread and transmission, raising the city’s brand reputation and loyalty, the formation of a high brand equity, improve to attract talent, capital and other resources required for capacity and eventually make the city’s comprehensive competitiveness can be enhanced. This is an important task of urban policy-makers, but also to the relevant theories and urban brands in the research put forward higher requirements. 1, of the problem September 2007 China’s first ‘Chinese Ci