城市经营的品牌战略研究

基于当前城市经营研究与发展,以介绍城市品牌战略的新内容为主,把营销管理理论和其他相关学科前沿思想应用于城市经营领域,尝试以市场为导向,从商业化营销城市角度探求新的城市管理战略运行模式及思路,创新并发展城市营销的方法和理论,并提供一个城市品牌化经营的广阔视野和分析框架,通过阐述品牌战略在城市规划中的角色,讨论它的特性及其所面临的机遇和挑战,积极探求城市与时俱进之路,以提升城市魅力和综合竞争力.

Research on Urban Brand Strategies for City Marketing

With regard to current urban operation research and development, this paper focuses on urban brand strategies, which try to probe and innovate new modes and ideas about urban management by intervening a marketing management concept. Furthermore, it discusses the role, identity and opportunities of urban brand strategies and offers a grand view and analysis frame so that we can utilize those approaches to exalt urban charm and competition.