中国城市形象广告片层次分析——以大陆29部省会城市形象广告片为例

The Analysis on China City Image Advertisements Based on Twenty-nine Capital City Image Advertisements

城市形象广告片作为城市形象营销的途径之一，其重要性不言而喻。而其营销效果却参差不齐，有待商榷。本文尝试以科特勒产品三层次理论为基础，分析省会城市形象广告片三层次问题，即百科全书式的信息传递，核心利益忽略受众需求；扎堆化的趋同定位，有形产品特色不明；参差不齐的艺术表现，附加产品苍白无力。在此基础上，本文提出相应的解决建议：筛选信息，精准传播；差异定位，特色营销；艺术关感，视听享受。

As a marketing way, city image advertisements are very important. But the marketing effects are irregularity. Based on Philip Kotler＇s product levels, the paper analyses the urban image of advertisements. The problems are short of core interests, the same positioning, and the unsuitable artistic expression. The three suggestions are precision communication, different positioning, and the proper art form.