城市品牌的定位与亚运会效应:以广州为例被引量：1

City-Brand Positioning and the Asian Games’Effect on It:Evidence from Guangzhou

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摘要城市品牌的定位、传播是在对流动资源、市场、基于和关注度增强的城市竞争背景下由许多城市所才去的一个常见措施。根据对通过奥运会进行官方品牌化策略的分析以及人们对广州人生的态度调查,本文发现在城市官方所标榜的城市特性和核心价值与参观者和居民所经历的现实之间存在差异。本文基于广州亚运会仅在局部对城市品牌有限影响的基础,提出了城市品牌定位原则与传播策略。 The positioning and propagating of city-brand are common measures adopted by many cities in the context of city competition of resource movement,market enlargement and cities’ attractiveness.This paper has analyzed the official branding strategies taken during the Asian Games and the residents’ attitude to life in Guangzhou,and shows that there are differences between the advertised city characters and its core values and the reality experienced by the visitors and residents.Then it proposes some principles of city-brand positioning and propagating.

作者吴喜雁

机构地区广东金融学院

出处《广东外语外贸大学学报》 2011年第2期34-38,共5页 Journal of Guangdong University of Foreign Studies

关键词城市品牌城市传播品牌定位广州亚运会广州市 city-brand city-propagation brand positioning Guangzhou 2010 Asian Games

分类号 F292 [经济管理—国民经济]

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