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中小城市建设中城市品牌塑造的必要性及其存在的问题
——以洛阳市为例
摘要:改革开放以来,我国的城市发展取得了另人瞩目的成就。但是伴随着城市数量的增长和城市规模的扩大,城市发展问题受到极大的关注。在经济全球化的背景下,城市之间的竞争日益激烈,城市在竞争中如何占据优势,提高城市的核心竞争力,进一步带动区域经济的发展,已经成为了每一个政府所面临的难题,而提高城市的核心竞争力的根本,就是塑造和提升城市品牌。
城市品牌对一个城市的经济发展起着非常重要的推动作用。它是根据城市的发展战略定位,推广自身城市形象,使社会大众对城市有一个核心的概念。然而中小城市在塑造城市品牌的过程中,普遍存在着缺乏品牌意识,缺少创新能力,缺少产业支撑等问题,所以为了能够更好地适应现代社会的发展,中小城市的品牌塑造便具有了极大的必要性。城市品牌的塑造需要精确的城市品牌形象定位,合适的城市品牌发展模式和恰当地城市品牌传播路径等,然而,在塑造城市品牌的过程中,却出现了诸多的问题,需要我们着手应对。
关键词: 中小城市;城市品牌;必要性;品牌塑造;问题
The necessity of small and medium-sized cities in the construction of urban brand building and its existing problems
——In luoyang city as an example
Abstract: Since the reform and opening up, Chinas urban development has made another spectacular achievement.But along with the expansion of urban growth in the number and size of cities, urban development is greatly concerned.In the context of economic globalization, the increasingly fierce competition between cities, cities in the competition to take advantage, enhance the core competitiveness of the city, and further promote regional economic development, has become every government faced problems, and enhance the core competitiveness of the citys fundamental, is to shape and improve the citys brand.
City brand plays a very important role in economic development of a city.City brand is based on the development of the strategic positioning of the city, to promote their own image of the city, so that the community of the city there is a core concept.However, medium and small cities in the process of shaping the city brand, widespread lack of brand awareness, lack of innovation capacity, lack of industry support and other issues, so in order to be better able to adapt to the development of modern society, medium and small cities will have a great branding necessity.A brand of urban city requires precise brand positioning, brand development model suitable urban and proper urban brand communication paths, however, in the process of shaping the city bra
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