以产业特色为基础的城市品牌战略体系的建构研究--以佛山制造产业IP“有家就有佛山造”为例

Research on the Construction of City Brand Strategy System Based on Industrial Characteristics--Taking Foshan Manufacturing Industry IP“Foshan Made When You Have a Home”as an Example

本文选取佛山市制造产业“有家就有佛山造”IP的塑造与传播为案例,以城市品牌策略与城市营销作为理论支撑,研究城市产业品牌升级改造与城市品牌传播的路径方法,分析特色化城市品牌战略对城市发展的影响与效果。研究总结了佛山提升城市品牌传播力与影响力的措施,为其他城市探索品牌建设的创新路径提供了思路与指导。

BThis paper selects the shaping and dissemination of Foshan city manufacturing industry IP as a case,and takes urban brand strategy and urban marketing as theoretical support to study the path of urban in-dustrial brand upgrading and urban brand communication,and analyzes the impact and effect of characteristic urban brand strategy on urban development.The research summarizes the measures of Foshan city to enhance the city brand communication and influence,and provides ideas and guidance for other cities to explore the inno-vative path of brand building.