XX县城市品牌建设与传播研究.doc

摘要:在当今的市场经济条件下，城市的发展越来越面临着来自各个层面的机遇和挑战。为了突破城市发展的困境，提升城市竞争力，众多城市纷纷开始采用城市营销策略。我国越来越多的城市正在城市品牌塑造和品牌建设方面进行积极的探索。例如，杭州将城市定位为“休闲之都”，通过举办世界休闲博览会、每年一届的西湖博览会，提出了“住在杭州”的城市品牌发展战略并收到了一定的成效。更多的中小城市也开始积极运作城市品牌。本论文基于城市品牌理论的研究，通过对四川渠县的城市品牌建设与传播的现状的分析，同时通过剖析目前四川渠县的城市品牌建设和传播中存在的问题,为四川渠县进行科学的品牌建设和传播提出了对策和建议，进而提高城市的品牌知名度,为城市的发展注入活力。

关键词：品牌  城市品牌  渠县

Abstract:In present market economy condition, the development of city more and more faces from all levels of the opportunities and challenges. In order to break through the predicament of city development, enhancing the competitiveness of the city, many city have started to use city marketing strategy. Actively explored in China more and more city is city brand building and brand building. For example, Hangzhou city as the "leisure", organized by the World Leisure Expo, the annual session of the West Lake Expo, the "live in Hangzhou" city brand development strategy and received a certain effect. Small and medium-sized city more also began to actively operating city brand. This paper based on the theory of city brand, through the analysis of the Sichuan Quxian County city brand building and communication status, at the same time, through the analysis of the city brand construction and dissemination of the Sichuan Quxian County problems, countermeasures and suggestions are put forward for the Sichuan Quxian County brand building and communication science, and then improve the city brand awareness, inject vitality into the city development.

Keywords: brand; brand of City; Quxian