IMC理论下节事活动对城市品牌的影响研究  

A Study on the Impact of Events on Urban Brand under IMC Theory

作　　者：许欣[1] 

机构地区：[1]广东轻工职业技术学院,广东广州510300

出　　处：《广东开放大学学报》2017年第6期27-31,共5页JOURNAL OF GUANGDONG OPEN UNIVERSITY

摘　　要：随着"城市品牌"一词的出现,越来越多具有鲜明地域特色的标志性节事活动开始在全国各地产生,节事活动所带来的影响也随之大量增加。基于整合营销传播IMC理论,以广州国际灯光节为例,广州国际灯光节的成功举办提升了城市知名度;推动了广州市经济和科学文化进程;提升了人们对城市品牌的保护意识;促进了城市设施的完善,但也存在主题不明显,部分群众参与积极性不高等问题。为进一步提升城市品牌形象,建议今后广州以及其他城市节事活动的组织和营销从传播对象、传播内涵、传播渠道等方面更努力去探索。With the emergency of the phrase ＇urban brand＇, more and more significant festivals and special events with distinctive local features spring up all over the country which produce great influence accordingly. Taking Guangzhou International Light Festival as an example and analyzing its impact from the view of IMC（integrated marketing communication） theory, it is found that the festival promotes the reputation of the city, pushes forward the development of economy and scientific culture in Guangzhou, arouses the citizens＇ attention of protecting the urban brand and improves the construction of infrastructure as well. However, there are still some problems like obscure themes and low attendance in the events. In order to further improve the brand and image of the city, suggestions are offered on exploring the organization and marketing of festivals and events held in Guangzhou and other cities from the perspectives of the target, connotation and channel of communication.

关 键 词：IMC 整合营销传播 节事活动 城市品牌 

分 类 号：F299.22[经济管理—国民经济]