城市品牌定位的视角探析

Analysis on the Angle of the Orientation of a City's Brand

城市品牌的定位,就是对城市现有形象及未来发展远景的描绘,是经营城市、建立城市品牌的核心问题。实施品牌化战略需要厘清城市品牌定位视角的若干原则。在遵循原则的基础上可从区位特征、特色资源、竞争优势、支柱产业、历史文脉、政策引导等几个视角进行城市品牌定位。

The orientation of a city＇ s brand is to describe the current image and future development of the city. It is the core to manage a city and build the city＇ s brand. Certain principles about the angle of the orientation of a city＇ s brand should be made clear when brand strategy is implemented. Based on the following of the principles, the orientation of a city＇ s brand may be carried out from several angles, such as position characteristics, special resources, competitive advantages, main industries, history and culture, policy guidance.