城市品牌创建的案例研究

城市品牌创建的案例研究
摘  要
在城市竞争日益激烈的今天，各城市欲要突围，就必须打造城市品牌。在对城市营销及城市品牌认识不深刻的情况下，城市品牌建设在探索的道路上问题不断。辩证地看待问题、分析问题、总结规律对今后的城市发展大有裨益。创建城市品牌可凸显城市个性，提升城市影响力，增强城市竞争力。而城市品牌的创建需要从对自身资源禀赋的了解出发，并经过环境分析权衡利弊作出定位，以明确的定位为基础然后通过一套系统的品牌宣传推广以及城市建设达到塑造城市品牌的目的。本文从介绍国内外城市品牌创建理论入手，归纳了我国城市品牌创建存在的问题，然后形成对我国城市品牌创建的总体设想与思考，最后通过对国内外实例分析，提供可借鉴的有益经验。
   
关键词  城市品牌；品牌创建；案例分析
  Abstract
With an increasingly competition among cities nowadays, if one city wants to distinguish from others, it must create urban brand .In the case that people lack of knowledge about urban  promotion and urban brand, the creation of urban brand have lots of  problems. That a dialectical view to focus on the problems and sum up the rule of urban development will be good for the future. The creation of urban brand can highlight their characteristic, enhance their influence and competitiveness. It must start from the understanding of their resource endowment, and make a clear position after weighing the pros and cons of the environment, then achieve the urban brand building through a system of brand promotion and urban construction. This thesis started with introducing domestic and international urban brand building theories, summed up the problem of urban brand building in China, then posed total imagine and notion on domestic urban brand building, learned from the helpful examples finally depending on analyzing domestic and international sample.

Key words   Urban Brand   Brand building   Case study

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