城镇化背景下的城市品牌战略和生活品质研究:以杭州市为例

A Study of the City Brand Strategy and the Quality of Life in the Urbanization——A Case Study of Hangzhou City

在我国城镇化速度不断加快的背景下,城市品牌作为地方政府推进区域发展和城市竞争的重要工具和手段成为讨论的热点话题。随着城市进入经营阶段,城市品牌战略正从单一的产品营销和城市形象宣传,走向以城市经济和社会等整体功能优化为特征的城市品牌化进程。基于杭州市的地方实践,城市品牌化的进程构建于不同利益相关者的关系之中,其品牌化的进程不仅强调城市品牌、行业品牌和企业品牌不同层次品牌在优化城市品质方面的作用,也强化地方政府创新,致力于通过"民主促民生"方式以及"社会复合主体"平台鼓励社会各阶层的民主参与,以提高民众对城市品牌的体验性认知。其城市品牌化战略将城市品牌建设进程与城市发展最终目标的有机统一,回答了城市发展的关键问题。

In the last decade of the 20 th century,urbanization was accelerated in China.Many cities set up their strategies of development with particular aims,and this generates the debate about city brands.With city entering into management stage,the strategy of city brand no longer only focuses on product marketing and image of publicity but overall function optimization of city economics and social factor.Take Hangzhou city as an example,the city brand is constructed between different stakeholders.Its strategy not only has emphasized the importance of city brand,industry brand and enterprise brand,but also paid attention to the local government innovation.The strategy aims to improve the embodied cognition of the public through the public participation encouraged by ＂Democracy and Promoted people＇s livelihood＂ and ＂Social Composite Subject＂.The brand construction strategy integrates the city brand and the ultimate goal of city development,which has answered the key question in the city development.