东莞城市品牌建设的战略思维与对策建议
摘要：城市品牌是市场经济发展的产物，是从商品品牌、企业品牌延伸出来的概念。城市品牌建设，也就是城市品牌化的过程，它与一般的企业品牌建设的过程类似，都是包括品牌定位、品牌选择、品牌开发、品牌传播等具体过程。城市品牌的定位是城市品牌建设的核心，其选择是城市品牌定位的延续，其开发应着眼于凸显城市品牌的价值，城市品牌通过传播塑造出城市品牌独有的魅力。城市品牌追求的是长期的存续和发展，是持续的竞争力。为提高城市在市场上的竞争能力，争夺有限的商流、物流等各种资源，城市必须适时地进行城市品牌塑造和传播。本文通过对国内外城市品牌营销理论和案例的研究分析，结合东莞的自身特点与优势，为东莞建设城市品牌的实践提供一个较为全面的分析框架,以期为相关部门提供一些有用的建议。
关键词：东莞；城市品牌；建设；现状；战略；建议
The dongguan city of brand development strategic thoughts and countermeasures
Abstract: urban brand is the product of development of market economy, from commodity brand, the enterprise brand extends the concept. City brand construction, also is the city brand process, it with general of the enterprise brand construction process similar including brand orientation, brand selection, brand development, the brand communication, concrete process. City brand position is the key to the construction of city brand, and the choice is the continuation of the city brand positioning, and its development should be focused on city highlights the value of the brand, city brand spread through shape cities brand unique charm. City brand of pursuit is the long-term existence and development, is the continuing competitive. In order to improve the city in the market competition ability, for the limited to flow, logistics and other various resources, the city must timely the city brand shaping and spread. This article through the domestic and international city brand marketing theory and case study analysis, combining the dongguan of its own characteristics and advantages, dongguan construction for the practice of city brand provides a more comprehensive framework of analysis, so as to relevant departments to provide some useful Suggestions.
Key words: the dongguan; City brand; Construction; The present situation; Strategy; suggest
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