城市转型中的营销策略——广州亚运营销解读

The Marketing Strategy of Urban Transformation——An Interpretation of the Guangzhou Asian Games Marketing

借力2010年亚运会,广州实施了“蓄谋已久”的城市营销,取得良好效果:通过亚运开幕式,传播了广州的城市品牌;通过亚运规划与建设,推动了广州的城市转型;通过地域文化资源评估,重新塑造了广州的城市文化;通过巧妙的财务运筹,取得了较好的经济与社会效益。

Drawing support from the 2010 Asian Games, Guangzhou has implemented its plan of city marketing. As a result, the city brand of Guangzhou is spread through the opening ceremony of the Asian Games;the urban transformation of Guangzhou is promoted through the planning and construction of the Asian Games;the urban culture of Guangzhou is reshaped through the research of local culture resource;favorable economic and social benefits are achieved through skillful financial logistics.