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

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

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 method, outlined the economic globalization and rapid urbanization in China increased the competition between cities, urban managers start thinking about marketing the methodology used, the system integration of the city's various resources, establish a city brand and improve the comprehensive competitiveness of the city.