基于系统角度的区域品牌建设理论研究

Research on place branding theory based on system perspective

国内外学者从不同的角度出发对区域品牌建设理论进行了研究,取得了一定的成果,但总体上都未能形成系统的理论。针对现有研究的不足,试图能对现有的偏向区域品牌营销的研究提供一个整体的理论思路。基于这一考虑,从系统这一整体理论的角度分析并提出区域品牌建设是包含了区域品牌战略的制定、区域品牌的营销与实施和区域品牌管理的系统。

Regarding the research on place branding,certain achievements have been made by researchers both abroad and at home who implemented the researches based on different perspectives.But generally speaking,these achievements have not formed systematic and holistic theory.Aimed at the deficiencies of the current research achievement,this paper makes attempt to provide thinking as a whole to the current researches which tend to the only direction of the marketing of place branding,and then puts forward that place branding is a complete system that includes formulation of the place branding strategy,marketing and implementation of place branding and management of place branding.