高质量发展下连云港城市品牌营销战略研究

Study on Lianyungang City Brand Marketing Strategy under High-quality Development

伴随我国城市化进程的加快和城市间竞争的加剧,城市品牌营销已成为我国各城市提升城市综合竞争力和实现高质量发展的关键。通过广泛调研连云港城市品牌营销现状,发现其存在一些问题:城市品牌弱而不均、城市文化品牌欠缺、城市旅游品牌不突出和城市宜居品牌发展受多方掣肘。针对存在的问题提出以下建议:做好城市品牌战略规划,助力城市高质量发展;深挖文化特色,找准城市品牌定位;文旅融合,打造城市超级IP;宜居至上,注重城市品牌协调发展。

With the acceleration of urbanization and the intensification of inter-city competition,brand marketing of the cities has become the key to enhance their comprehensive competitiveness and achieve high-quality development.Through extensive investigation of the current situation of Lianyungang City brand marketing,some problems exist in weak and uneven urban brand,lack of urban cultural brand,lack of prominent urban tourism brand and the development of livable brand constrained by many parties.Suggestions are put forward as follows:making strategic planning for the city brand to help its high-quality development,digging deep cultural characteristics to find the brand positioning,cultural and tourism integration to create super IP,being livable first and paying attention to the coordinated development of the city brand.