摘要
我国中小城市众多且资源迥异。因地制宜开发各地的特色资源品牌,以一个或数个特色产业带动区域是经济发展的较优路径。但地方中小品牌的传播存在各种问题,影响对地方特色资源品牌开发。通过选择广西贺州市当地企业为样本、采用实地调查法及案例分析法对中小城市的特色资源所面临的品牌传播问题进行调查研究,包括地方特色品牌传播应有长远的战略性;应遵循适度投入、以时间换空间;应专业化操作;应具备即独特卖点;应有其他企业资源相配合;政府应发挥作用等。
Small and medium-sized city in China are numerous with different resources. The characteristic resources development around the brand should suit one＇s measures to local conditions, and one or several characteristic industries lead to regional economic development, which is a better path. But the problems arise in spread of local small and medium-sized brands, influencing the local characteristic resources brand development. Through the investigation and study selection of brand communication problems of local enterprises as samples, using the investigation method and case analysis method which faces to the small and medium-sized city characteristic resources in Hezhou City, including the local brand communication should have long-term strategic, follow the appropriate input, change the time and space, professionally operate, have unique selling point combined with other enterprise resources; proper and the government should play a role.
出处
《贺州学院学报》
2014年第2期79-83,共5页
Journal of Hezhou University
基金
2012年度广西高等学校立项科研项目(201204LX454)
关键词
中小城市
特色品牌
传播
small and medium city
local specialty
brand communication
