Interpretation of Ningbo city brands Gemini - Tianyi Square the old Bund brand building case studies.docVIP

 PAGE \* MERGEFORMAT 44 Interpretation of Ningbo city brand’s ‘Gemini’ - Tianyi Square the old Bund brand building case studies Well-known master of marketing Philip Kotler in his later years, the introduction of a masterpiece ‘national marketing’. Works that a country can also be the same as working hard, like a business. In his view, the state is actually the consumers, manufacturers, suppliers and distributors combination of the actual behavior of a whole. Thus ‘national marketing’ should highlight their own characteristics, find their strengths, improve their competitiveness. This view was echoed by many countries and regions of the widely recognized, ‘marketing, the United States’, ‘marketing, Switzerland’, and so the reference is also prevalent. ‘Country’ are susceptible to marketing, but do not talk about ‘urban’ needs is not necessary. So in recent years, how ‘urban location’, set ‘city image’, to build ‘city brand’, to achieve ‘city management,’ and many other new terms, new concepts have flooded the media coverage and government leaders in an important speech. As to operate as a business city, which many Chinese ancient, the young cities, is a kind of new ideas and perspectives. Success in achieving increasing the value of city assets? Ability to achieve social welfare undertakings of the total on the rise? Ability to achieve the city’s sustainable and healthy development? Not only become the ‘city management,’ an important measure of success, but also to build a successful ‘city brand’ need to work together. Ningbo, in the city construction and urban management aspects of the brand in the last five years, the time has made considerable progress. Ningbo, is a country with 1,200 years of history ‘national historical and cultural city’, where once had a famous thinker Huang Zongxi, Wang Yang-ming; and ‘shipping tycoon’ Pao Yue Kong and so a large number of well-known world of ‘Ningbo Commercial Group’; also there are active in various areas of New Ch