泉州城市品牌建设策略研究——基于城市品牌与企业品牌互动视角的探讨  

Study on Strategy for City Brand Development of Quanzhou——Based on the interactive relationship between city brand and enterprise brand

作　　者：吕振奎[1] 范贤灿 

机构地区：[1]泉州师范学院工商信息学院,福建泉州362000

出　　处：《泉州师范学院学报》2013年第3期108-113,共6页Journal of Quanzhou Normal University

基　　金：泉州市社科联资助项目(2012Y02);福建省高校服务海西建设重点项目资助(B054)

摘　　要：从城市品牌与企业品牌的互动视角看,产品品牌始终是城市竞争力的根基,产业品牌是城市竞争力的有力支撑,城市品牌有赖于产品品牌和产业品牌,而良好的城市品牌又会促进产品品牌和产业品牌发展。目前,国内城市品牌建设模式有多种,但从泉州城市品牌建设实际看,应以青岛模式为主、以深圳模式为辅。泉州城市品牌建设首要任务是构建统一协调的城市品牌建设组织领导机构,加强城市品牌战略规划,以强化虚拟城市和网络城市品牌建设,制定企业品牌、产业品牌和城市品牌整合协同的传播方案。City brand, enterprise brand, product brand are mutual influencing, mutual promoting and common development.The domestic city brand development has many kinds of models at present.Based on the actual situation of city brand development of Quanzhou, it should follow the road of the dominant role of Qingdao model and the subsidiary role of Shenzhen model,in which its primary task is to construct the uniform and harmonious leading organization, to strengthen strategic planning of city brand and to make out a collaborative ~ effective communication scheme.

关 键 词：泉州 城市品牌 企业品牌 城市营销 

分 类 号：F29[经济管理—国民经济]