论忻州特色城市品牌形象的打造与推广

摘要

City to create the image of today＇ s city marketing and promotion is the primary means. The resources of a city＇ s character accurately and in - depth analysis is to build and promote the image of a city＇ s character premise, located in northwest Shanxi Xinzhou, Despite Xinzhou has a unique industrial, cultural, historical resources, but Xinzhou city brand image is still in its infancy. Follow the city＇ s five principles of brand positioning, combined with the existing character Xinzhou resources, I suggest that Xiuzhou characteristics of resources necessary to create and develop new industrial urban construction, rural culture of wrestling brand building, ＂Five Xinzhou Tour＂ tourist - oriented brand building, the use of the means of running an enterprise, internal and external integration, both internally and externally, multi - level, multi - faceted , three - dimensional characteristics of Xinzhou city brand publicity and special resources and improve the brand image of the city of Xinzhou character recognition and reputation.%城市形象的打造与推广是当今城市营销的主要手段。对一个城市特色资源的准确把握和深入分析是城市特色形象打造和推广的前提。忻州地处晋西北，尽管有独特的产业、文化、历史资源。但忻州城市品牌形象塑造还处在萌芽阶段。遵循城市品牌定位的五项原则，结合忻州现有特色资源，文章建议忻州特色资源的打造与开发要以新型工业城市建设、摔跤之乡文化品牌建设、“五福忻州游”旅游品牌建设为主，运用企业化运行的手段，内外结合多层次、多方位、立体式宣传忻州的特色城市品牌和特色资源，不断提升忻州特色城市品牌形象的知名度和美誉度。