城市转型中的营销策略——广州亚运营销解读
The Marketing Strategy of Urban Transformation——An Interpretation of the Guangzhou Asian Games Marketing

作者: 周兆晴 :广东决策研究院; 刘志超 , 张小娟 :华南理工大学工商管理学院;

关键词: 广州亚运营销城市转型城市营销Guangzhou the Asian Games marketing urban transformation city marketing

摘要: 借力2010年亚运会,广州实施了“蓄谋已久”的城市营销,取得良好效果:通过亚运开幕式,传播了广州的城市品牌;通过亚运规划与建设,推动了广州的城市转型;通过地域文化资源评估,重新塑造了广州的城市文化;通过巧妙的财务运筹,取得了较好的经济与社会效益。

Abstract: Drawing support from the 2010 Asian Games, Guangzhou has implemented its plan of city marketing. As a result, the city brand of Guangzhou is spread through the opening ceremony of the Asian Games; the urban transformation of Guangzhou is promoted through the planning and construction of the Asian Games; the urban culture of Guangzhou is reshaped through the research of local culture resource; favorable economic and social benefits are achieved through skillful financial logistics.

文章引用: 周兆晴 , 刘志超 , 张小娟 (2011) 城市转型中的营销策略——广州亚运营销解读。 现代市场营销, 1, 1-6. doi: 10.12677/mom.2011.11001

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