从营销策略视角看城市品牌形象的建构--以巴黎时尚形象为例

The Construction of City Image from the Perspective of Marketing Strategy-Paris's Fashion Image as an Example

城市形象是城市品牌打造的重要载体,人们对于城市的“主观印象”依赖于城市形象的有效传播。通过全面的城市营销策略设计,实现城市时尚形象的广泛传播,为城市品牌资产的塑造提供了重要的推动作用。本文系统梳理了城市形象与城市营销的相关研究,并以巴黎这一“全球时尚之城”为例,通过城市品牌营销视角探讨巴黎时尚形象的构建与传播,以期丰富城市品牌、城市形象和城市营销的相关研究,并为其他城市塑造时尚形象提供借鉴和启发。

City image is an important carrier for city branding,and people’s "subjective impression" of the city depends on the effective communication of the city image.By City image plays an important role in the city branding.People’s "subjective impression" of the city depends on the effective communication of the city image.Through the comprehensive urban marketing strategy design,the city fashion image is widely spread and deeply depicted,which provides a significant role in promoting the city brand building.This paper reviews systematically the previous literature on the city image and city marketing,and take Paris,the "global fashion city",as an example,to explore the construction and dissemination of city fashion image from the perspective of city marketing strategy.The purpose of this research is to enrich the relevant research in the field of city brand,city image and city marketing,and provide managerial implications for Chinese cities trying to create fashion city image.