摘要
烟台城市品牌的发展经历了民俗文化——港口文化——商品品牌——城市品牌四个阶段,当前正处在城市品牌的发展初期。近年来,烟台市在塑造城市品牌方面做了诸多努力,城市品牌意识不断提高,政策支撑力度持续加大,城市营销力度加强,但其城市品牌的发展仍面临品牌战略欠清晰、公共基础设施不完善、文化内涵挖掘不够、品牌管理机制不健全问题。因此,烟台市应抓住机遇,加大财政投入力度、政策支持力度,健全城市建设融资机制,进一步完善公共基础设施,提升城市功能,制定清晰的城市品牌战略,深入挖掘历史文化内涵,完善城市品牌的相关管理机制,走可持续发展的城市品牌发展道路。
City brand development of Yantai has undergone four stages of Folk Culture,Harbor Culture,Commodity Brand and City Brand and now it is at a preliminary stage of city brand. In recent years,Yantai has done a lot of efforts to enhancing of awareness of city brand,ramped up policy support and strengthen city marketing,flewever,same issues still persist,including the undistinet branding strategy,incomplete infrastructure,a lack of cultural connotation and unsound branding management mechanism.Therefore in order to cultivat city brand further,Yantai should seize the opportunities to increase financial investment and strengthen the policy support,speed the infrastructure construction to improve the city function. In addition,Yantai should also be formulating branding strategy,excavate the historical and cultural connotation,perfect financing and brand management mechanism to boost cohesive force and influence on its way of forging a city brand of sustainable development.
出处
《山东工商学院学报》
2018年第1期10-16,共7页
Journal of Shandong Technology and Business University
关键词
烟台
城市品牌
品牌建设
Yantai
City Brand
Brand Construction
