创意城市理念下的南京“世界文学城市”旅游品牌营销

Nanjing Tourism Marketing with“World City of Literature”in the Concept of Creative Cities

"世界文学城市"是世界创意城市中的一项内容,目前中国还无一城市加入。南京具有深厚而优秀的古典文学资源和活跃的当代文学产业,具备加盟"世界文学城市"的基本条件。从城市品牌营销战略角度整合南京无形的文学资源及相关产业,优化有形的文学遗址及城市景观空间,塑造南京的国际文化城市新形象,将最终实现提升南京城市竞争力和国际知名度的旅游品牌营销战略目标。

"World City of Literature"is one item in world creative cities.Up to now no cities in China have joined in it.Nanjing City enjoys the basic conditions for joining in"World City of Literature"with its profound and excellent classical literature resources and active contemporary literature industry.From the angle of city brand marketing,we can integrate its intangible literature resources,optimize the physical literary sites and city landscape,create a new image of Nanjing as an international cultural city,and ultimately achieve the strategic goal of tourism brand marketing by promoting its city competitiveness and international fame.