“一带一路”战略下中小城市品牌营销竞争力研究

Research on Brand Marketing Competitiveness of Small and Medium-Sized Cities under the Strategy of “The Belt and Road Initiatives”

"一带一路"战略下,中小城市品牌营销意义重大。通过对城市品牌营销竞争力内涵的界定,构建了城市品牌营销竞争力综合评价指标体系,分别从四个维度及其二级指标全面剖析城市品牌营销竞争力要素。基于AHP模型,实例演示了城市品牌营销竞争力评价的具体步骤和方法,并在此基础上提出了"一带一路"战略下中小城市提升城市品牌营销竞争力的建议:即转变政府营销理念,提升城市品牌营销能力;做实战略对接,优化城市品牌定位和建设;充分借助企业、媒体及事件,深化整合营销;强化营销策略执行,做好监督与保障。

Under the strategy of＂The Belt and Road Initiatives＂,the brand marketing of small and medium-sized cities is of great significance. This paper defines the connotation of city brand marketing competitiveness,and constructs the comprehensive evaluation index system of city brand marketing competitiveness based on four dimensions and two indexes respectively to analyze the components of city brand marketing competitiveness. In terms of the AHP model,this paper demonstrates the concrete steps and methods of evaluating the competitiveness of city brand marketing,and puts forward some suggestions on how to enhance the competitiveness of city brand marketing in small and medium cities under the strategy of＂The Belt and Road Initiatives＂through changing the marketing idea to promote brand marketing ability,docking real strategic to optimize the city brand positioning and construction,making full use of enterprises,media and events to deepen the integrated marketing,and strengthening marketing strategy implementation to make guarantee and supervision for the market.