“一带一路”倡议下连云港城市品牌营销策略探析

On Brand Marketing Strategies of Lianyungang City under the Belt and Road Initiative

"一带一路"倡议为连云港城市发展带来重大机遇,抓住这一时机实施城市品牌营销,提高连云港城市竞争力已成为连云港的当务之急。在深入调研连云港城市品牌营销现状的基础上,提出了"一带一路"倡议下连云港城市品牌营销策略即政府主导,构建城市品牌战略规划;明晰定位,精心提炼城市品牌;导入CIS,塑造统一的城市形象;互联网思维,整合营销传播城市品牌,以整合营销传播连云港城市品牌,提升其城市核心竞争力。

The Belt and Road Initiative has brought great opportunities for the development of Lianyungang City,and it has become a pressing matter of the moment to seize this opportunity to implement the city brand marketing and to improve the competitiveness of Lianyungang city. Based on the thorough investigation of the present situation of brand marketing in Lianyungang City, the paper proposed the brand marketing strategies under the Belt and Road initiative, namely government sponsored, construction of city brand strategy planning, clear positioning, careful refinement of the city brand, import of CIS, creation of a unified image of the city, the Internet thinking, integrated marketing communication of city brand and enhancement of the core competitiveness of the city.