论文标题:后奥运北京城市品牌经营
论文作者
论文导师 郝旭光,论文学位 硕士,论文专业 企业管理
论文单位 对外经济贸易大学,点击次数 1096,论文页数 51页File Size985K
2007-04-01论文网 http://www.lw23.com/lunwen_28492/
Bejing;After Olympics;Urban brand manangement;Strategy
对城市品牌合理经营既能增强市民对城市的认同感,又能吸引投资者、人才、旅游者和外界对城市的关注,从而带动城市产业结构调整,城市基础设施建设完善,城市生态环境改善、城市地位提升等。 北京申奥成功、奥运会的成功举办,给北京城市品牌经营带来历史性契机,使北京城市品牌价值高度提升。但是,在后奥运时期,北京如何持续经营城市品牌,达到城市品牌定位的具体目标,这是很值得并且需要现在开始思考的问题,也是本文的研究重点。 本文从城市品牌经营理论和北京城市品牌定位入手,结合目前北京城市品牌认可程度的实证调查,分析后奥运北京城市品牌经营环境优、劣势,提出后奥运北京城市品牌经营重点,和后奥运北京城市品牌经营策略。 本文分七个章节,从第三章开始,文章便以北京为研究对象,阐述了北京城市品牌的定位、具体目标和实现思路;第四章是针对目前北京城市品牌经营的认可程度的实证调查,为提出后奥运北京城市品牌经营重点做铺垫;第五章分析了后奥运北京城市品牌经营环境的优、劣势,进入后奥运北京城市品牌经营环境分析阶段;第六章是根据前几章的理论阐述、实证调查和环境分析得出的后奥运北京城市品牌经营的重点与策略。
Reasonable urban brand management not only can boost residenters’identity on the urban, but also can attract the attention of investors, talents, tourists and other peoples outside the urban, thus spurring urban’s industrial restructuring, the construction of urban’s infrastructure facilities improveing, the urban"s ecological environment improving, the urban’s rank upgrading. The success of Beijing"s Olympicbid and the Olympic Games held, Beijing was and will be brought a historic opportunity for urban brand management to highly enhance brand value. However, in the period after the Olympic Games, how could the Beijing continue to manage the urban brand to reach specific targets of urban brand positioned?This is a problem which need be considered now and also is the focus of this paper. Strating with urban brand management theory and the Beijing urban brand positioning,combining with the survey of currently urban brand’s recognition degree and the analysis on advantages and disadvantages of urban brand management environment in the period after the Olympic Games,this paper concluded the focus on urban brand management and the management strategies after Beijing Olympic.
|
