（四）有利于加强城市管理...............................................................................................4
（五）有利于提升城市现有的竞争力.............................................................................5
一、城市营销与城市品牌营销....................................................................................1
（一）城市营销.......................................................................................................1
摘要
随着经济和科技的迅速发展，各类消费品出现经济一体化的趋势，城市”作
为特殊的消费品亦使得生产、投资、贸易和消费等日益全球化。城市品牌是品牌
理论在城市经营和城市营销中的应用，是识别不同城市、塑造不同城市的个性及
形象的名称及标志，代表着城市的知名度和美誉度。本文从阐述城市品牌营销的
角度，运用市场营销学理论来探讨城市品牌营销的策略。
（二）城市品牌营销...............................................................................................2
二、城市品牌营销的基础............................................................................................3
Abstract.........................................................................................................................II
引言...............................................................................................................................1
（二）灵活运用营销组合策略...........................................................................................6
三、城市品牌营销的必要性........................................................................................4
（一）有利于提高居民自豪感...........................................................................................4
（二）有利于吸引外来人员...............................................................................................4
（三）有利于吸引人才........................................................................................................4
四、城市品牌营销的策略............................................................................................5
（一）城市品牌定位.............................................................................................................5
关键词：城市;城市定位;品牌营销
I
Abstract
Astheeconomyandtherapiddevelopmentofscienceandtechnology,allkinds
ofconsumergoodsappearthetrendofeconomicintegration,"city"asaspecial
imagenameandlogo,representingthecity'svisibilityandreputation.Thispaper
describedthecitybrandmarketingpointofview,byusingthemarketingtheoryto
explorethecitybrandmarketingstrategy.
Keywords:City;Citypositioning;Brandmarketing
II
摘要................................................................................................................................I
consumergoodsalsomakesproduction,investment,tradeandconsumptionand
globalization.Citybrandisthebrandtheoryincitymanagementandcitymarketing
application,istoidentifythediffethecity