休闲养生产业定位与城市品牌塑造——以南阳市为例

A CASE STUDY ON NANYANG CITY: ORIENTATION OF LEISURE AND HEALTH INDUSTRY AND URBAN BRAND SHAPING

城市由于自身资源条件的差异,可确定适合城市未来发展并独具特色的产业定位,并以此为主要内容和主导因素构建城市定位,从而塑造个性鲜明、具有竞争优势的城市品牌。因此,根据影响城市产业发展的资源条件,准确定位城市的主导产业,通过产业定位与城市品牌的结合已成为带动许多城市发展的一种品牌塑造模式。面对休闲时代的到来,以及中国传统养生文化与现代休闲理念结合形成休闲养生产业的发展背景,南阳可在充分挖掘其丰富的休闲养生资源,整合相关产业的基础上,对南阳发展作出特色鲜明的休闲养生产业定位,开发独具特色的养生项目,不断完善休闲养生产业与城市发展联动机制,并通过文化精神内涵的提升,品牌的传播与管理,塑造"休闲养生城市"品牌。

Cities shall be choosing appropriate featured industrial orientation for their future development according to their difference in resources,and establish urban orientation to shape typical and competitive urban brand.Therefore,cities shall be positioning urban leading industry and combining industrial orientation and urban brand,which has become a kind of brand shaping mode among cities.For the coming leisure times,Nanyang,based on China＇s traditional culture and modern leisure idea,can use its abundant leisure and health industrial resources to integrate related industries,and gives a featured industrial orientation for leisure and health industry,and develops a unique leisure and health project,improves a linking mechanism between leisure and health industry and urban development,and shapes the brand of leisure and health city through cultural connotation and brand management.