中国城市营销发展报告.2016：国家战略视野下的城市营销

图书

检索

图书详情

首页

英文文献

我的书架

当前位置：首页 > 图书详情

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[主编]

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：6

立即阅读

扫码阅读

内容简介
书籍目录
作者简介

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。

China City Marketing Development Report is committed to promote research and practice of strategic city marketing development in China.This is the third city marketing research report in China. Trends and prospects of China city marketing development in recent years have been reviewed in the report. Based on the City Marketing Index (CMI) used in our project in 2009 and 2015, this study has formulated a new model, called the Chinese City Brand Development Index (CBDI). CBDI is a quantitative analysis tool including five sub-indicators, namely city cultural brand, city tourism brand, city investment brand, city livable brand, and city marketing communications. The sub-indicators are supported by 68 third class indicators. Based on the CBDI model, we tested and ranked 200 cities in mainland China, and created the annual CBDI report as well as five subject reports, including the City cultural brand development report, the City tourism brand development report, the City investment brand development report, the City livable brand development report, and the City brand communication report. City marketing in the context of national strategy has been discussed as the theme of the China City Marketing Development Report. We focus on several hot topics related to China’s city marketing, such as city marketing in node cities in theYangtze river economic belt and in the“One Road, One Belt”strategy; smart- and digital city marketing; regional collaboration and marketing of JingJinJi (Beijing, Tianjin and Hebei); and the rebranding of Beijing as a Winter Olympics city. The focus is also on the shift from tourism- and destination marketing to city branding; urban color and city branding; cultural and creative industries in city brand activation; etcetera. According to the needs of Chinese city marketing development, we have selected a number of cities and case studies with relevant and interesting experiences in terms of city marketing, such as Toscana (Italy), Gothenburg (Sweden) , Medellin (Colombia) and Hangzhou (China) , Beijing (China).（AI翻译）