城市品牌再定位的思考

Reflections on City Brand Repositioning

城市品牌构建自改革开放以来,就被城市管理者重视,通过多年建设,城市品牌初见成效,部分城市取得较好效果,但仍有一部分城市的品牌形象不鲜明,个性不突出。本文从城市品牌定位的问题分析城市品牌再定位的必要性,探索城市品牌定位的模式,最后提出进行城市品牌再定位的具体措施。

Since the reform and opening up, the city brand construction has been taken seriously by city managers. After years of construction, the city brand has achieved initial success, and some cities have achieved good results. However, some cities still do not have distinctive brand image and outstanding individuality. This paper analyzes the necessity of city brand repositioning from the perspective of city brand positioning, explores the mode of city brand positioning, and finally puts forward the specific measures for city brand repositioning.