北京城市品牌构建的镜鉴与策略分析

A Strategic Annalysis of the Building Up of Beijing City Brand

城市品牌策略是提高城市竞争力的重要手段,已被世界各国的城市经营者所重视。随着大竞争时代的来临,城市间竞争加剧,城市品牌建设就成为城市规划、发展、经营所面临的重大课题。本文首先阐述了城市品牌的基本概念,以首尔和香港为例介绍了城市品牌建设的一般经验,在此基础上针对北京建设世界城市的宏伟目标,结合北京的实际情况,从整体部署、品牌定位、广泛宣传、品牌联动四个方面,提出了构建北京城市品牌的策略。

The strategy of city brand is an important means to raise the competitiveness of a city.Great attention has been paid to it by city operators around the world.With the approaching of an age of competition,the competition among cities has become sharper and sharper,and the construction of city brand has become a key strategy in the planning,development and operation of a city.By providing a basic definition of city brand,this paper,taking Seoul and Hongkong as examples,explains the general experience of building up a city brand.On the base of this explanation,the strategy of building up Beijing city brand has been proposed here in aspects of general planning,brand orientation,wide publicity and linkage of brands under the grand goal of building Beijing into a world city.