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IAbstractAs the economy and the rapid development of science and technology, all kindsof consumer goods appear the trend of economic integration," city" as a specialconsumer goods also makes production, investment, trade and consumption andglobalization. City brand is the brand theory in city management and city marketingapplication, is to identify the different city, different personality and shaping the cityimage name and logo, representing the city 's visibility and reputation. This paperdescribed the city brand marketing point of view, by using the marketing theory toexplore the city brand marketing words: City; City positioning; Brand marketingII目 录摘要................................................................................................................................ IAbstract......................................................................................................................... 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 ............................................................................................... 4(三
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