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 Wysłany: Nie 23:00, 03 Kwi 2011 Temat postu: Urbanization and Creating Brand of the city _1585 |
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Urbanization and Creating Brand of the city
Even be called Third, the basic way to create a city brand of today's Chinese cities, has greatly enhanced awareness of marketing communications, city TV advertising war intensified. It should be said, advertising in a relatively short period of time to maximize the spread of the city's brand image, brand building is an important city initiatives. But we should also see brand building in the city appeared to imitate each other, and so blind comparisons, the lack of appropriate management mechanisms and planning. City as a commodity according to their characteristics needed for effective management, urban management departments should operate like a business commodity, like the city, the city treated as a special commodity, the business concept of the city's urban development throughout the entire process. 1. Stimulate awareness of the city government to create brands, research institutions and other relevant organizations, through various means and methods so that all levels of society fully recognizes the significance of the city and value of brand building, in the context of the whole society reached a consensus of city branding. At the same time, to stimulate and strengthen community participation in creating brand awareness of the city, efforts to improve people's cultural quality, so that all the public awareness of a brand the city is closely related to each event. For example, in the city of Dalian, a brand more than other cities ahead of consciousness, Dalian Mayor Bo Xilai was first put forward in the country, 8 years of practice, and achieved significant results, the Dalian-based from an old and heavy and chemical industrial city reborn as famous garden city, star city. 2 cities in developing strategic plans urban brand brand building is a scientific, systematic, systems engineering art, involving the institutions, departments, we need long-term scientific planning. Since the city to represent the brand image of the city, it is necessary to be discussed by the various departments and programs, fully integrated in all aspects of views, will draw a full picture of urban style, in line with the overall image of the city's brand-building programs. For example, Brand Hong Kong - fire red top multinational professional firms, which lasted from the year-long gestation. Shanghai is also its own context and target market segments based on the proposed general concept of urban development: the basic building Shanghai into an international economic, financial, trade and shipping center, the initial establishment of the socialist modern international metropolis status. 3. Scientific and accurate positioning in the marketing of urban practice, the orientation is to establish the brand's soul. World renowned Chinese and foreign famous brands stand the reason why a hundred years would not fall,[link widoczny dla zalogowanych], because it has always followed its own position, to maintain the difference with the competitors. Any of the products and services, competition in the market are inseparable from the unique market positioning, the city is no exception, the city lies in its brand value in the market positioning and irreplaceable personality. Location is the essence of the brand to the city and the city a unique personality, to distinguish it from other cities brands. to consider the target market, that shaped the city of your brand and image of the city is used to do what they are. This is the creation of a successful city brand is a vital thing. Accurate dissemination of the overall city urban brand image of a brand marketing for the city, so after the brand was founded, to immediately promote the brand as soon as possible so that the city enjoys popular support, as the city's promotion and marketing services. Promotion and communication should be started from the city because the city established the brand image is fundamental to all the city's actions to be implemented, so that everyone clearly understand their own cities and ultimately to achieve the goal. This not only unified everyone's thoughts and actions. And can stimulate people's morale, encouraging people to work for it hard. Then, using all modern means of marketing the city to promote the overall brand to the world. This completes the process of urban master of a brand. [
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