城镇品牌发展模式与我国新型城镇化建设

Urban Brand Development Mode and the Construction of New Urbanization in China

在我国目前快速城镇化进程的背景下,寻求城镇品牌发展的模式,增强城镇核心竞争力,是保证我国城镇化进程健康推进的关键。新型城镇化建设的本质是品牌化。实施品牌战略,加快推进新型城镇化建设,已是形势所迫、趋势所需。笔者分析了城镇品牌内涵及我国新型城镇化发展的特征,探讨了城镇品牌战略与新型城镇化的辩证关系,提出我国新型城镇化建设中可选择的城镇品牌发展模式主要有地理型品牌发展模式、历史文化型品牌发展模式、城镇产业型发展模式及城镇功能型发展模式等四种,在推进新型城镇化建设中实施城镇品牌战略要坚持"市场调查—综合评价—提炼设计—规划建设—管理监控—全程营销"路径,建议新型城镇化建设中打造城镇品牌时应当多元整合、重点突破、合力推进。

In China＇s current rapid urbanization background, the key to promoting the urbanization process is seeking brand development mode and strengthening the core competitiveness. The essence of new town construction is branding. The brand strategy implementation and the advancement of new town construction are urgent and inevitable. This paper analyzes the characteristics of the urban brand connotation and new urbanization in our country, discusses the dialectical relationship between urban brand strategy and new urbanization, and puts forward 4 urban brand development modes： geographical brand development, historical and cultural brand development, urban industry mode and urban function development mode. The new-type urbanization construction should adhere to the path as follows： Market survey -- comprehensive evaluationg efined design-----planning and construction -- management -- whole marketin suggestion, and it should be in oluralistic integration with key breakthrough.