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区域竞争的新战略:基于协同的区域品牌资产构建
引用本文:蒋廉雄,朱辉煌,卢泰宏.区域竞争的新战略:基于协同的区域品牌资产构建[J].中国软科学,2005(11):107-116.
作者姓名:蒋廉雄  朱辉煌  卢泰宏
作者单位:1. 中山大学,港澳珠江三角洲研究中心,广东,广州,510275
2. 中山大学,管理学院,广东,广州,510275
摘    要:该文在比较区域品牌与产品、服务品牌基础上,定义了区域品牌资产概念及其构成,构建了区域品牌资产发展体系.首次提出并讨论了区域品牌发展战略--基于协同的区域品牌资产构建.探讨了基于营销协同实现区域品牌效应最大化的原因、原则、任务和策略问题,以促进区域不同主体与政治、经济、文化多层次发展目标的实现.

关 键 词:区域营销  区域品牌  地区营销  城市营销  品牌资产  营销战略
文章编号:1002-9753(2005)11-0107-10
收稿时间:2005-08-24
修稿时间:2005-11-04

New Strategy for Regional Competition: Constructing Place Equity Based on Marketing Synergy
JIANG Lian-xiong,ZHU Hui-huang,LU Tai-hong.New Strategy for Regional Competition: Constructing Place Equity Based on Marketing Synergy[J].China Soft Science,2005(11):107-116.
Authors:JIANG Lian-xiong  ZHU Hui-huang  LU Tai-hong
Institution:1. Studies Center for Hong Kong, Macao and Pearl River Delta, Sun Yat-sen University, Guangzhou 510275, China ; 2. School of Business, Sun Yat-sen University, Guangzhou 510275, China
Abstract:Comparing differences between product /service brand and place brand,this paper defines the concepts of place equity,the structure and measurement of it,and constructs the development system of it.It puts forward and discusses the development strategy of place brands which is constructing place equity based on the synergy of marketing.Furthermore,the author argues that developing and maximizing brand effects should be based on the marketing synergy of all "players".This paper correspondently discusses the reasons,principles,approaches and the alternative strategy to maximize place equity so as to realize the multi-level target of developing politics,economy,culture of different regional entities.
Keywords:place marketing  place branding  place marketing  city marketing  brand equity  marketing strategy
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