城市特色品牌建设 : 湛江市城市品牌营销探討 = Differentiated city brand-building : the analysis of Zhanjiang City’s marketing & branding

本文试图以所学习的城市营销与城市品牌形象策划的理论与方法,简述经济全球化及中国城市化水平的快速提高使城市间的竞争加剧,城市管理者开始思考采用市场营销的方法论,系统整合城市的各种资源,树立城市品牌,提高城市的综合竞争力。并以广东省湛江市为例,通过对湛江市历史、文化、经济、及城市资源的SWOT分析,采用细分目标市场定位的STP战略分析方法对湛江城市3-5年的以城市特色品牌为突破口展开城市营销进行探讨。 This study attempts to describe the brand image of city marketing and city planning theory and met...

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Bibliographic Details
Main Author: 刁岚 Diao, Lan
Other Authors: School of Humanities and Social Sciences
Format: Theses and Dissertations
Language:Chinese
Published: 2010
Subjects:
Online Access:http://hdl.handle.net/10356/42477
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Institution: Nanyang Technological University
Language: Chinese