区域竞争的新战略:基于协同的区域品牌资产构建被引量：69

New Strategy for Regional Competition: Constructing Place Equity Based on Marketing Synergy

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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。 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.

作者蒋廉雄朱辉煌卢泰宏

机构地区中山大学港澳珠江三角洲研究中心中山大学管理学院

出处《中国软科学》 CSSCI 北大核心 2005年第11期107-116,共10页 China Soft Science

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 place marketing place branding place marketing city marketing brand equity marketing strategy

分类号 F207 [经济管理—国民经济]

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参考文献29

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