中国城市营销发展报告.2016：国家战略视野下的城市营销

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中国城市营销发展报告.2016：国家战略视野下的城市营销

China City Marketing Development Report（2016）：City Marketing in the Context of National Strategy

作者：

刘彦平

分类：

经济学城市经济学市政经济学

关键词：

城市市场市场营销学研究报告中国-2016

出版日期：2017-06-01

ISBN：978-7-5203-0936-3

页数：468

点击量：24

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内容简介
书籍目录

内容简介

本书是课题组第三部城市营销专题研究报告。本报告对2015年以来中国城市营销的发展进行了回顾和展望，并在本课题城市营销发展指数（city marketing index，CMI）的基础上，提出中国城市品牌发展指数（CBDI）概念及指数模型，对中国200个地级以上城市的品牌发展进行了评估与测量。在此基础上，形成2015年度中国城市品牌指数总报告及中国城市文化品牌发展指数报告、中国城市旅游品牌发展指数报告、中国城市投资品牌发展指数报告、中国城市宜居品牌发展指数报告以及中国城市品牌传播发展指数报告。

本书以“一带一路”的倡议、京津冀协同发展及长江经济带等国家战略为背景，对五大发展理念、国家战略节点城市的营销突围、智慧城市建设进展及其城市营销应用展望、京津冀区域品牌协同培育与整合营销、冬奥会语境下北京世界城市品牌的重构与再造、重塑旅游目的地思维与城市旅游营销创新、城市色彩与中国城市品牌塑造、文化创意产业与城市文化品牌的活化与推广等热点理论进行了聚焦研究。同时结合中国城市营销与城市品牌化发展的实际需要，选取了瑞典哥德堡、意大利托斯卡纳、哥伦比亚麦德林以及中国的杭州、北京进行了城市营销案例研究。

基于发展考察、数据分析、理论聚焦及案例研究，本课题从多个角度对中国城市营销与城市品牌化发展提出对策建议。作为集体努力的成果，本书致力于推进中国城市营销与品牌化研究，并为城市营销实践提供有价值的理论指导与经验借鉴。

This book is the third special research report on urban marketing by the research team. It reviews and looks ahead to the development of urban marketing in China since 2015. Based on the city marketing index (CMI), the research team proposes the concept and index model of the China City Brand Development Index (CBDI), which assesses and measures the brand development of 200 prefecture-level cities in China. On this basis, the 2015 China City Brand Index General Report and the China City Cultural Brand Development Index Report, China City Tourism Brand Development Index Report, China City Investment Brand Development Index Report, China City Livable Brand Development Index Report and China City Brand Communication Development Index Report were formed.

This book focuses on research into hot topics such as the Belt and Road Initiative, coordinated development of the Beijing-Tianjin-Hebei region and the Yangtze River Economic Belt and other national strategies, the five major development concepts, marketing breakthroughs in national strategic node cities, progress in the construction of smart cities and prospects for their application in city marketing, collaborative cultivation and integrated marketing of regional brands in the Beijing-Tianjin-Hebei region, reconstruction and reinvention of Beijing's world city brand in the context of the Winter Olympics, reshaping the thinking about tourist destinations and innovation in city tourism marketing, urban colour and shaping Chinese city brands, and the revitalisation and promotion of cultural and creative industries and urban cultural brands. At the same time, in light of the practical needs of China's urban marketing and urban branding development, case studies of urban marketing were conducted in Gothenburg, Sweden, Tuscany, Italy, Medellin, Colombia, as well as Hangzhou and Beijing, China.

Based on development research, data analysis, theoretical focus and case studies, this topic proposes countermeasures and suggestions for the development of China's urban marketing and urban branding from multiple perspectives. As the result of collective efforts, this book is dedicated to promoting research on China's urban marketing and branding, and providing valuable theoretical guidance and experience for urban marketing practices.