论地区营销中的品牌化战略

A study of place branding practices in new era

在新技术和全球经济一体化的推动下,人类在空间的不断流动、交通和信息的发达以及经济的全球化,促使地区市场营销趋势的增长。地区营销中实施品牌工程的基本目标,是取得各个相关要素的最大优化与最佳整合,它是一项复杂精细的系统工程。在将地区优势品牌化的过程中,品牌特性的确立无疑也是品牌化成败的关键。在社会主义市场经济新的历史条件下,地区营销中的品牌化战略应有新的涵义。

Place marketing faces new challenges and growth as new technology, transportation and telecommunications have formed one global economy. Place branding in place marketing, which aims especially at the most optimization and the most coordination of all correlative factors, is a complicated and elaborate systematic project. Place branding brings added attraction to a place, the central issue being to build the brand identity of a place. Successful branding requires an understanding of how to develop a brand identity, a brand differentiation and a brand personality. Almost every location has something special that can be worked up into an interesting offering, find the right customers and market segments, and create customer added value for them. In the course of conceiving Chinese market economy, place branding should have its new meanings.