城市品牌研究述评

全球化、市场化和城市化共同推进着中国城市品牌化,中国城市已经走进了品牌时代。城市品牌研究方兴未艾,本文以凯文.莱恩.凯勒《战略品牌管理》中的品牌构建思路为线索,从品牌定位、品牌元素、营销方案、营销传播、次级品牌、品牌评估、品牌维护等方面进行了分类评述,不仅对城市品牌建设有一定的参考价值,而且对研究方法的创新也有一定的借鉴意义。

Research Commentary on City Brand

Globalization,marketization and urbanization jointly enhance the branding development of Chinese urban brand.Chinese city has entered the brand era.The study on the theory of city brand has been booming nowadays.From seven aspects,including brand positioning,brand element,marketing scheme,marketing communication,secondary brand,brand evaluation and brand maintenance,the paper carries out a classified discussion according to the basic structure of brand construction by Kevin Lane Keller in the book of Strategic Brand Management.The analysis not only improves the development of city image,but also advances the researching method innovation.