东莞城市品牌建设的策略建议分析研究 工商管理专业VIP专享

Proposals On Dongguan City’s Brand Development Strategies Abstract: City brand is a product from the development of market economy, It is an extention from commodity brands and enterprise brands. The construction of the city brand, which strongly reflects its competitiveness, brings some added values to the cities in many aspects. Combining with the successful experiences from other relevant cities in China, the author has set forth the importance of the construction of city brand. Key words: Dongguan City; City Brand; Constructions; The Present Situation; Strategy; suggestion东莞城市品牌建设的策略建议 摘要：城市品牌是市场经济发展的产物，是从商品品牌、企业品牌延伸出来的概念。城市品牌的建设给城市带来很多方面的附加值，是一个城市市场竞争力的有力体现。笔者通过阐述城市品牌建设的重要性，结合国内相关城市品牌建设的成功经验，从东莞的经济文化建设出发，并通过对国内外城市品牌营销理论和案例的研究分析，结合东莞的自身特点与优势，为东莞建设城市品牌的实践提供一个较为全面的分析框架,以期为相关部门提供一些有用的建议。关键词：东莞；城市品牌；建设；现状；策略；建议目 录Abstract............................................................1摘要................................................................11 引言..............................................................22 城市品牌相关概念的界定............................................32.1 城市品牌的涵义...............................................32.2 城市品牌战略的内涵...........................................43 城市品牌建设成功的例子分析........................................43.1 国内城市品牌推广成功的城市简析...............................43.1.1 江油市的经验...........................................43.1.2 上海市的世博文化.......................................53.2 成功的城市品牌营销方法.......................................54 东莞城市形象的现状分析............................................74.1 东莞对于城市文化发展的投入.....