基于过度信息市场环境的城市品牌经营

City Brand Management by Using Market Environment with Over-Information

城市经营的行为性信息过度和环境性信息过度,亦即竞争信息过度和需求信息过度的相互作用,形成了城市经营的过度信息市场环境。过度信息环境下的城市品牌经营要做到:如何提高信息的针对性、特色性和有效性,以减少信息生成、传播的盲目性、趋同性和平淡性问题;如何提高信息的适用性、经济性和价值性,以减少信息接收、传递的宽泛性,以及表面性和浪费性问题。要解决好这些问题,城市决策者首先要完成从"产品导向"向"市场导向"的理念转变,并以公众和消费者需求为经营决策中心,以城市品牌定位为经营战略核心;其次,要完成城市经营的品牌定位、突出品牌气质和形成独特品牌风格;最后,要做好城市品牌经营的企业家精神培育、企业家成分构建和充分发挥发企业家功能。

Market environment is formed by the interaction between behavioral over information （competition over-information） and environmental over-information（demand over-information） in city management. In this environment, city brand management in the market of over-information should improve the direction, characteristic, efficiency of information as well as reduce the blindness, duplication, dull of information generation and spread. City brand management also should improve the fitness, economic, value of information as well as reduce the wideness, superficialness, lavish of information＇s receive and transmit. In order to solve these problems, city decision makers should firstly change the product-driven concept to market-driven concept, consumer demand based decision, and city-brand-position-centered strategy. Second, the correction of city brand position, the unique of brand temperament, and distinctive of brand style. Third, the formation of entrepreneur spirit, the construction of entrepreneur component, and the development of component function.