【作者】 张亮；

【导师】 张俊艳； 孟庆松；

【作者基本信息】 天津大学 ， 公共管理， 2011， 硕士

【摘要】 进入21世纪以来,在经济全球化的背景下,城市之间的竞争日趋加剧。如果一个城市想要获得很好的发展,不被时代淘汰,就必须勇于面对竞争,通过各种途径和方式去赢得竞争,而塑造响亮的城市品牌正是赢得竞争的重要途径之一。一个国际化的知名城市品牌可以为城市带来更多的发展资源和机遇,可以提升城市的品味和形象,可以提高市民的自信心和自豪感,可以帮助城市在激烈的竞争中胜出。泰达作为中国首批国家级经济技术开发区,作为一个以发展经济为主的区域,更是面临着国内外众多同类区域的激烈竞争。塑造响亮的泰达城市品牌是区域获得更多关注和投资的重要环节。本文研究泰达城市品牌的塑造和营销策略,希望从理论到实践为泰达城市品牌塑造提供一套可供借鉴的方案,以帮助区域更好地发展。论文首先对国内外城市品牌研究理论和相关概念进行了分析;然后剖析了首尔、大连两个塑造城市品牌较为成功的国内外城市案例;进而对泰达城市品牌塑造的现状、存在问题等进行了分析;随后提出了泰达城市品牌的定位、核心价值,分析出泰达城市品牌规划、开发、推广的具体方法,最后,从政府、企业、居民、社会组织的视角出发,在推广和营销城市品牌方面给出了对策建议。论文提出的城市品牌塑造和营销方面的建议,希望对国内同类地区也具有参考借鉴意义。更多还原

【Abstract】 Since the beginning of 21st century, competition among cities is becoming increasingly intensified under the Economic Globalization. If one city wants to achieve a very good development, it must have the courage to face competition, through various ways and means to win the competition, and create a good city brand is one of the important way to winning the competition. A city well - known international brands can bring more development resources and opportunities to the city, the taste and image of cities can be upgraded, public confidence and pride can be enhanced and the city can win in the fierce competition.TEDA as a china first state - level technological development zones, as a focus on economic development area, is facing intense competition at home and abroad many similar region. Mold loud TEDA city brand is an important link in more attention and investment in the region. This article studies of TEDA city brand molding and marketing strategies, hope from theory to practice for the TEDA Urban brand - shaping of providing a viable way to help the region develop better.At first, this article on urban brand research on theory and analysis of the related concepts, in the second, analysis of Seoul, Dalian, two cities at home and abroad case for building City brand more successful, thirdly, analysis of the problems on the status quo of TEDA city brand building; and then, it put forward the orientation of TEDA city brand core value and analysis of TEDA city brand planning, development, promotion of concrete methods ; finally, from the government, enterprises,residents and social organizations’ perspective, in terms of promotion and marketing city brand gave suggestions. This article put forward the theory and practice of city brand building and marketing methods, and I hope to reference significance of its kind in the country.更多还原