杭州城市品牌论——兼论城市品牌定位

Discussion of City Brands: On Positioning of City Branding

城市品牌可以自然形成,也可以人为主观推动而成。在人为塑造城市品牌过程中,城市管理者应充分遵循品牌的自身规律,城市品牌定位无需刻意追求时尚,也没有必要和政府的工作目标完全一致,而应基于城市所特有的文化基因,进一步巩固人们头脑中已有的城市形象,使之在人们头脑中牢牢占据一个显著位置,这样才能延续城市的历史文脉并使之发扬光大,才能更有效地激励定居者,吸引旅游者与投资者。对于杭州来说,"人间天堂"作为杭州的城市品牌,是经过千百年来历史文化自然积淀的结果,得到世人的广泛认同,已经在人们心目中牢牢占据了位置,是历史留给杭州、甚至是中国的宝贵财富,比"生活品质之城"更适于作为杭州的城市品牌。

A city brand can be formed naturally or built by the government. The government pushes a city brand based on the special cultural gene of the city. The historical and cultural traditions should be cherished during positioning city brand, Fashions or the government＇s aims should not be pursued deliberately. Some conceptions and connotations of cultures are accumulated naturally, which are the maximum brand value. The government should take steps to consolidate the existing city image, and occupy firmly a prominent place in people＇s minds, so as to carry forward the city＇s historical cultural connotations. Only then can the city motivate the settlers and attract tourists and investors enough. To Hangzhou city, ＂The paradise on Earth＂ is this kind of accumulated conception, and it is accepted by all of the world. It is proper to be as the brand of Hangzhou city than ＂City of Life Quality＂.