城市品牌营销策略研究.docxVIP

摘要 “随着经济和科技的迅速发展，各类消费品出现经济一体化的趋势，城市”作 “ 为特殊的消费品亦使得生产、投资、贸易和消费等日益全球化。城市品牌是品牌 理论在城市经营和城市营销中的应用，是识别不同城市、塑造不同城市的个性及 形象的名称及标志，代表着城市的知名度和美誉度。本文从阐述城市品牌营销的 角度，运用市场营销学理论来探讨城市品牌营销的策略。 关键词：城市;城市定位;品牌营销 I Abstract As?the?economy?and?the?rapid?development?of?science?and?technology,?all?kinds of?consumer?goods?appear?the?trend?of?economic?integration,?city?as?a?special consumer?goods?also?makes?production,?investment,?trade?and?consumption?and globalization.?City?brand?is?the?brand?theory?in?city?management?and?city?marketing application,?is?to?identify?the?different?city,?different?personality?and?shaping?the?city image?name?and?logo,?representing?the?city?s?visibility?and?reputation.?This?paper described?the?city?brand?marketing?point?of?view,?by?using?the?marketing?theory?to explore?the?city?brand?marketing?strategy. Key?words:?City;?City?positioning;?Brand?marketing II 目 录 摘要................................................................................................................................ I Abstract......................................................................................................................... II 引言?............................................................................................................................... 1 一、城市 营销 与城市品牌 营销?.................................................................................... 1 （一）城市 营销?....................................................................................................... 1 （二）城市品牌 营销?............................................................................................... 2 二、城市品牌 营销 的基 础?............................................................................................ 3 三、城市品牌 营销 的必要性?........................................................................................ 4 （一）有利于提高居民自豪感........................................................................................... 4 （二）有利于吸引外来人 员?..............................