粤港澳大湾区城市群品牌形象设计策略研究

Research on the Brand Identity Design of Guangdong-Hong Kong-Macao Greater Bay Area

为了适应粤港澳大湾区区域经济一体化发展的需求,打造更具综合竞争力的世界级湾区城市群,粤港澳大湾区城市群整体营销平台~([1])的构建势在必行。本文针对粤港澳大湾区城市群形象的特点,提出了打造一条“龙舟”(“双旗”+“两眼”+“七盏明灯”)的品牌形象策略,希望为粤港澳大湾区品牌形象的塑造与传播提供思路参考,助力粤港澳大湾区建设世界级城市群。

In order to adapt to the needs of regional economic integration in the Guangdong-Hong Kong-Macao Greater Bay Area, and to create a more comprehensive and competitive world-class city cluster, the construction of an overall marketing platform for the Greater Bay Area city cluster is imperative. In view of the characteristics of the cities in the Greater Bay Area, this paper proposes a strategy for building a city cluster brand identity as a “Dragon Boat” , with Guangzhou and Shenzhen being “two flags”, Hong Kong and Macao being “two eyes”, and the seven other cities being “seven lamps”. The study hopes to provide a reference for the shaping and dissemination of the brand identiy of Greater Bay Area, contributing to the construction of the Greater Bay Area as a world-class city cluster.