机构地区: 中山大学亚太研究院港澳珠江三角洲研究中心
出 处: 《中山大学学报(社会科学版)》 2006年第5期111-116,共6页
摘 要: 区域形象营销正在受到重视,但回顾以往的研究发现,对区域形象概念和营销框架的构建却有待解决。该文根据区域营销理论,首先在探索性研究的基础上分析及构建区域形象的概念,定义区域形象营销需要解决的基本问题;其次在定义问题的基础上明晰区域形象营销的基本框架,通过构建概念模型解决区域形象营销的战略及其实施问题。 More attention has been paid on regional image marketing in recent years,but regional image and image marketing model remains to be constructed.Based on the theories of regional marketing and brand image,this paper firstly tries to construct a complex concept of regional image through a tentative study so as to solve the basic problem in regional marketing.Secondly,it clarifies the inherent problems which need to be solved in regional marketing,and proposes a marketing framework for conducting regional image marketing.
关 键 词: 国家营销 区域形象 区域营销 城市形象 营销战略
领 域: [经济管理]