形象代言人与城市品牌定位关系研究

形象代言人与城市品牌定位关系研究
摘 要
                                         
随着城市竞争的加剧,有利于城市发展的资源越来越集中于具有优势地位的城市中。如何保持自己的优势,如何在竞争中扬长避短,城市管理者们提出了城市品牌化的概念,用品牌化的城市来参与全球化的城市竞争。实践也证明,具有品牌影响的城市都具有较高的城市竞争力。城市品牌定位则是这个浩大工程的灵魂。城市品牌存在的价值在于它在市场上的定位和不可替代的个性。而用形象代言人打造品牌似乎成了现在城市竞争的潮流。城市品牌究竟需要怎样的形象代言人？本文以城市品牌定位为基础,对城市品牌定位的相关理论进行了深入地研究；探讨了形象代言人与城市品牌定位的关系，并对现有城市品牌与形象代言人案例进行分析，提出了我国城市品牌建设与形象代言人的选择模式。

关键词 城市品牌；品牌定位；形象代言人
Abstract

As cities are increasingly competitive, resources which are beneficial to city development are gathered in cities with great advantages. In terms of how to maintain the advantage and how to enhance the strong points and avoid weakness, the city managers put forward the concept of city branding, aiming at participating in the globalization city competition with a branded city. It has also been proved that a city with a brand effect will have a comparative strong competitive power. And city brand positioning is considered as the soul of this huge project, that is because the value of city brand lies in its market positioning and its unique nature. Building a brand in the use of an image prolocutor seems to be a trend of city competition .Then what kind of image prolocutors will be needed? So, in the present article, based on the city brand positioning, we explore the theories concerned with city brand positioning; then we explore the relation between image prolocutors and city brand positioning and analyze some current examples about city brand and image prolocutors, after that, we put forward the models of our country's city brand construction and the image prolocutor selection.
key words  City brand；Brand positioning；Image prolocutor

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