区域形象营销的“现代近视症”及其矫治  

Morden Marketing Myopia of Regional Image Marketing and Its Correction

作　　者：李怀斌[1] 王子言[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《对外经贸》2014年第6期78-79,共2页FOREIGN ECONOMIC RELATIONS & TRADE

摘　　要：从国内的城市形象层面看,目前的区域形象营销问题有两种极端化表现:一是城市宣传口号因为主流意识形态话语的强大惯性而显得很"虚",二是出于市场利益诉求而太"实"。基于此,从区域形象营销视角出发,对于区域形象营销"近视症"进行了探讨,以期为矫正区域形象营销"近视症"的实践提供参考和借鉴。From the perspective of domestic city image,there are two kinds of extreme performance in current regional image marketing：on one hand,the city propaganda appears“emptiness”because of the strong inertia of mainstream ideology;on the other hand,appears too“real”due to the market benefit demand.Based on this,from the perspective of regional image market-ing,the regional image marketing myopia is discussed,in order to provide reference for the practice of regional image market-ing myopia correction.

关 键 词：区域形象 城市形象 宣传 近视症 营销 

分 类 号：F290[经济管理—国民经济]