惊艳开幕 独特营销——2008北京奥运会开幕式对秦皇岛城市营销启示

Granding opening and special marketing——2008 Beijin Olympic opening ceremony's inspiration on Qin Huandao city promoting

北京奥运会开幕式惊艳世界,取得了巨大成功,其中蕴含的营销理念——独特销售主张是其成功的关键之一。本文从北京奥运会开幕式成功总结出对于秦皇岛城市营销的启示——只有独特的销售主张,才能够在众多的同质化城市中脱颖而出。独特销售主张(USP)对于秦皇岛城市营销至关重要,只有围绕其具有的资源独特性,形成独特定位和独特销售主张,并依此制定整合营销传播策略,才能够影响目标受众认知、情感和行为,从而达到整合营销传播的目的,顺利进行城市营销。

Now Beijingwelcomes world with gorgeous o pening ceremony of 2008 Olympic Games. There have been so many heart-shaking moments in it and the whole world were all thrilled. One of the success factors is the unique selling proposition （USP）. This cardinal market ing principle is applied in the successful ceremony. This article summarizes the guidance to Qinhuangdao city marketing from the gorgeous opening ceremony of 2008 Olympic Games. Only applying USP principle can Qinhuangdao competed with so many homogeneous rivals. USP is the key principle in Qinhuangdao city marketing. Unique marketing positioning and unique selling proposition must be made according to the city＇s unique resource. And integrated marketing communication plans must be made according to this unique selling proposition. The target audience＇s cognitive, affective and behavioral can be affected to achieve the communication goals to market city successfully.