| 区域形象的概念分析及其营销框架 |
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| 引用本文： | 蒋廉雄,朱辉煌,卢泰宏. 区域形象的概念分析及其营销框架[J]. 中山大学学报(社会科学版), 2006, 46(5): 111-116 |
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| 作者姓名： | 蒋廉雄 朱辉煌 卢泰宏 |
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| 作者单位： | 1. 中山大学,港澳珠江三角洲研究中心,广东,广州,510275
2. 中山大学,管理学院,广东,广州,510275 |
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| 基金项目： | 中山大学校科研和教改项目 |
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| 摘 要： | 区域形象营销正在受到重视,但回顾以往的研究发现,对区域形象概念和营销框架的构建却有待解决。该文根据区域营销理论,首先在探索性研究的基础上分析及构建区域形象的概念,定义区域形象营销需要解决的基本问题;其次在定义问题的基础上明晰区域形象营销的基本框架,通过构建概念模型解决区域形象营销的战略及其实施问题。
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| 关 键 词： | 国家营销 区域形象 区域营销 城市形象 营销战略 |
| 文章编号： | 1000-9639(2006)05-0111-06 |
| 修稿时间： | 2005-09-19 |
The Concept of Regional Image and the Construction of Its Marketing Framework |
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| JIANG Lian-xiong,ZHU Hui-huang,LU Tai-hong. The Concept of Regional Image and the Construction of Its Marketing Framework[J]. Journal of Sun Yatsen University(Social Science Edition), 2006, 46(5): 111-116 |
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| Authors: | JIANG Lian-xiong ZHU Hui-huang LU Tai-hong |
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| Abstract: | More attention has been paid on regional image marketing in recent years,but regional image and image marketing model remains to be constructed.Based on the theories of regional marketing and brand image,this paper firstly tries to construct a complex concept of regional image through a tentative study so as to solve the basic problem in regional marketing.Secondly,it clarifies the inherent problems which need to be solved in regional marketing,and proposes a marketing framework for conducting regional image marketing. |
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| Keywords: | national marketing regional marketing regional image marketing strategy |
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