从城市与企业互动看厦门城市品牌定位与传播

Positioning and Promotion of Xiamen as a City Brand from its Business Publicity

城市品牌的要素之一的企业(商品)成为推动城市品牌发展的动力。从认知不协调、品牌平衡视角、品牌规划战略等理论为厦门城市品牌定位及塑造寻求未来方向,进而从品牌价值、品牌营销传播和品牌背书方面提出厦门城市品牌塑造和推广的建议。

One fundamental element of city brand-enterprises and their products has become a force to boost the development of city brand. The article discussed the building and positioning of the city brand Xiamen in perspective of cognitive dissonance, balance of brand and brand planning strategies, and proposed solutions for shaping and promoting the brand Xiamen City from brand value, brand publicity and brand support.