太原市城市品牌战略研究

A Study of the Urban Name Brands Strategy of Taiyuan City

城市之间的竞争是企业、市场竞争的升级,它代表着未来经济发展的方向。城市品牌战略的作用在于寻找城市品牌的核心价值,给城市以科学的品牌定位,真正使城市品牌推广有自己的目标受众。太原市城市品牌的战略定位是:太原市城市竞争力的核心为“文化”,城市的吸引力为“旅游”,“品味古都面食之精,畅游龙城景胜之林,感受三晋古韵之魂”。未来太原市城市品牌的推广营销应体现:形象营销、吸引力营销、基础设施营销、人民营销、事件营销等。

The significance of the urban name brands strategy lies in the core value of the strategy,and to fix a position for a city＇ s name brands in a scientific way is to set itself a target for popularization of its name brands. The urban name brands of Taiyuan have been set, with ＂culture ＂ as its core of competitiveness, tourism as its attmcion, and ＂delicious noodles and its beauty and its lingering charm＂ as the feature of the ancient city. In future, the popularization of the name branch of Taiyuan will embody image marketing, attraction marketing, infrastucture, people marketing and events marketing.