试析北京CBD的品牌塑造与提升

CBD(商务中心区)品牌往往是CBD特有竞争优势的体现。CBD品牌具有附加效应、光环效应、持续效应和激励效应,能为CBD及城市社会经济发展注入动力。北京CBD品牌的塑造不仅是自身发展的需要,也是适应区域竞争和经济全球化的需要。可以通过节庆活动增强品牌影响力;举办国际论坛展示品牌竞争力;广泛宣传提高品牌知名度;事件营销提升品牌美誉度等多种路径实现CBD品牌的塑造和提升。

An Analysis of CBD Brand Shaping and Enhancing in Beijing

CBD(Central Business District) brand mostly reflects the unique competitive advantage of CBD.CBD brand carries the supplementary effect,halo effect,sustainable effect,and incentive effect,which can vitalize the CBD and its social and economic development in a city.Beijing CBD brand shaping is not only for the need of its own development but also for a necessity to adapt to the regional competition and economic globalization.There are multiple ways for CBD brand shaping and enhancing such as strengthening the brand influence through festival celebration,displaying the brand competitiveness through international forum,increasing the brand awareness through wide publicity,promoting the brand reputation through event marketing,etc.