1品牌發展現狀

從價值(zhi)上看(kan),品(pin)牌本(ben)身就具有巨大的(de)價值(zhi)。在(zai)2007年全球品(pin)牌價值(zhi)排行(xing)榜中(zhong),Google以(yi)664億(yi)美(mei)元位居榜首(shou),而中(zhong)國(guo)移動也以(yi)412億(yi)美(mei)元進入前(qian)十的(de)排名。這些抽象(xiang)的(de)高品(pin)牌價值(zhi),為企(qi)(qi)業帶來了幾十甚至(zhi)幾百倍于產品(pin)制(zhi)造價值(zhi)的(de)品(pin)牌附(fu)加值(zhi)。因此(ci),出色的(de)品(pin)牌,對(dui)于國(guo)家(jia)、城市或(huo)是企(qi)(qi)業的(de)發展至(zhi)關重要。

就(jiu)(jiu)中(zhong)國的(de)(de)市場來(lai)看,目(mu)(mu)前品(pin)牌(pai)(pai)發展卻存在(zai)一(yi)(yi)(yi)(yi)(yi)定的(de)(de)誤區和問(wen)題,主要表(biao)現在(zai)對品(pin)牌(pai)(pai)的(de)(de)理解上(shang)。什么是(shi)(shi)品(pin)牌(pai)(pai)?有(you)(you)人認(ren)為,做銷量就(jiu)(jiu)是(shi)(shi)做品(pin)牌(pai)(pai),只(zhi)要市場銷售(shou)量上(shang)去就(jiu)(jiu)行(xing)了,品(pin)牌(pai)(pai)自然(ran)會得(de)到提(ti)升(sheng),數據的(de)(de)多少就(jiu)(jiu)代(dai)表(biao)了品(pin)牌(pai)(pai)價值的(de)(de)大(da)小。顯(xian)然(ran),這是(shi)(shi)沒有(you)(you)真(zhen)正認(ren)清品(pin)牌(pai)(pai)價值的(de)(de)觀點。品(pin)牌(pai)(pai)價值高,一(yi)(yi)(yi)(yi)(yi)般能(neng)帶來(lai)好的(de)(de)銷售(shou)狀(zhuang)況(kuang),但(dan)一(yi)(yi)(yi)(yi)(yi)時火爆的(de)(de)銷售(shou)局(ju)面并不意味著品(pin)牌(pai)(pai)的(de)(de)增值。也(ye)有(you)(you)人認(ren)為,品(pin)牌(pai)(pai)就(jiu)(jiu)是(shi)(shi)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)名(ming)稱(cheng)(cheng)、一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)標識,或者(zhe)(zhe)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)商標。一(yi)(yi)(yi)(yi)(yi)部分企業(ye)錯誤地認(ren)為只(zhi)要為產品(pin)設(she)計起一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)名(ming)字(zi),設(she)計一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)圖標,然(ran)后(hou)注(zhu)冊商標之(zhi)后(hou)就(jiu)(jiu)成了品(pin)牌(pai)(pai)。殊不知,商標只(zhi)是(shi)(shi)企業(ye)掌握在(zai)手中(zhong)的(de)(de)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)工(gong)具(ju),一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)法律的(de)(de)概念,它只(zhi)是(shi)(shi)品(pin)牌(pai)(pai)內涵(han)的(de)(de)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)層面。還有(you)(you)一(yi)(yi)(yi)(yi)(yi)些人認(ren)為,名(ming)牌(pai)(pai)就(jiu)(jiu)是(shi)(shi)品(pin)牌(pai)(pai),名(ming)牌(pai)(pai)是(shi)(shi)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)企業(ye)戰略發展的(de)(de)最高目(mu)(mu)標。只(zhi)要一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)企業(ye)擁有(you)(you)高知名(ming)度的(de)(de)品(pin)牌(pai)(pai)名(ming)稱(cheng)(cheng),消費者(zhe)(zhe)就(jiu)(jiu)會認(ren)同。于是(shi)(shi),“一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)代(dai)言人+一(yi)(yi)(yi)(yi)(yi)句廣(guang)告(gao)口號+幾則廣(guang)告(gao)”的(de)(de)模式(shi)就(jiu)(jiu)應運而生。作為消費者(zhe)(zhe)的(de)(de)我們便看到了“今年過節不收禮,收禮就(jiu)(jiu)收腦白金(jin)”,宋丹丹的(de)(de)“克咳,專業(ye)鎮咳大(da)品(pin)牌(pai)(pai),ohyeah”……如此廣(guang)告(gao),不勝枚舉。

2品牌的內

對于品牌發展(zhan)存在的各種問題,企(qi)業要做的首(shou)先是明(ming)確品牌的含義(yi),才能正確地(di)開展(zhan)品牌創(chuang)建活(huo)動。

品(pin)(pin)(pin)(pin)牌(pai)“brand”一(yi)(yi)(yi)(yi)詞(ci)來自于(yu)古(gu)挪威語“brandr”,意思是(shi)(shi)(shi)“打(da)烙(luo)印”。斯堪的(de)(de)(de)(de)納維亞(ya)人給他們(men)的(de)(de)(de)(de)牲口打(da)上烙(luo)印以示區別(bie)。著名的(de)(de)(de)(de)營銷學家菲(fei)利普(pu)•科特勒給了品(pin)(pin)(pin)(pin)牌(pai)這(zhe)樣的(de)(de)(de)(de)定義:品(pin)(pin)(pin)(pin)牌(pai)是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)種名稱、術語、標(biao)(biao)記、符號或(huo)(huo)圖案,或(huo)(huo)是(shi)(shi)(shi)他們(men)的(de)(de)(de)(de)相互組合,用以識(shi)別(bie)企(qi)(qi)業提供給某(mou)個(ge)或(huo)(huo)某(mou)群消(xiao)(xiao)(xiao)(xiao)費者(zhe)(zhe)的(de)(de)(de)(de)產(chan)(chan)品(pin)(pin)(pin)(pin)或(huo)(huo)服務,并使之與(yu)竟爭對手的(de)(de)(de)(de)產(chan)(chan)品(pin)(pin)(pin)(pin)或(huo)(huo)服務相區別(bie)。全球最大(da)的(de)(de)(de)(de)朗濤品(pin)(pin)(pin)(pin)牌(pai)顧問公司的(de)(de)(de)(de)艾倫(lun)•亞(ya)當(dang)森認為,品(pin)(pin)(pin)(pin)牌(pai)是(shi)(shi)(shi)存在(zai)(zai)(zai)于(yu)消(xiao)(xiao)(xiao)(xiao)費者(zhe)(zhe)頭腦中的(de)(de)(de)(de)某(mou)些東西,是(shi)(shi)(shi)與(yu)消(xiao)(xiao)(xiao)(xiao)費者(zhe)(zhe)緊密(mi)相連的(de)(de)(de)(de)產(chan)(chan)品(pin)(pin)(pin)(pin)或(huo)(huo)服務的(de)(de)(de)(de)承諾,無論是(shi)(shi)(shi)文字、形(xing)象或(huo)(huo)情感(gan),抑或(huo)(huo)三者(zhe)(zhe)結合,品(pin)(pin)(pin)(pin)牌(pai)是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)種精神聯系(xi)。從(cong)(cong)品(pin)(pin)(pin)(pin)牌(pai)一(yi)(yi)(yi)(yi)詞(ci)的(de)(de)(de)(de)來源(yuan),以及品(pin)(pin)(pin)(pin)牌(pai)專家給出(chu)的(de)(de)(de)(de)相關定義,不(bu)難看出(chu),所謂品(pin)(pin)(pin)(pin)牌(pai),實際上是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)個(ge)企(qi)(qi)業或(huo)(huo)其產(chan)(chan)品(pin)(pin)(pin)(pin)在(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)費者(zhe)(zhe)心(xin)目中得到的(de)(de)(de)(de)一(yi)(yi)(yi)(yi)種認知和認同。品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)(de)建設也就是(shi)(shi)(shi)在(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)費者(zhe)(zhe)腦中打(da)上一(yi)(yi)(yi)(yi)個(ge)烙(luo)印。而(er)要打(da)上這(zhe)個(ge)烙(luo)印,企(qi)(qi)業要擁有(you)的(de)(de)(de)(de)不(bu)僅僅是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)個(ge)名稱、一(yi)(yi)(yi)(yi)個(ge)商(shang)標(biao)(biao)或(huo)(huo)是(shi)(shi)(shi)幾則廣(guang)告(gao)這(zhe)么簡單。要打(da)造一(yi)(yi)(yi)(yi)個(ge)品(pin)(pin)(pin)(pin)牌(pai),建立(li)與(yu)消(xiao)(xiao)(xiao)(xiao)費者(zhe)(zhe)之間的(de)(de)(de)(de)聯系(xi),必須形(xing)成(cheng)一(yi)(yi)(yi)(yi)個(ge)完整的(de)(de)(de)(de)體(ti)系(xi)。通過有(you)形(xing)和無形(xing)的(de)(de)(de)(de)信息傳(chuan)達,在(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)費者(zhe)(zhe)心(xin)目中創立(li)一(yi)(yi)(yi)(yi)個(ge)聯想、形(xing)成(cheng)一(yi)(yi)(yi)(yi)個(ge)形(xing)象,從(cong)(cong)而(er)幫助(zhu)他們(men)對產(chan)(chan)品(pin)(pin)(pin)(pin)作出(chu)選擇,并使他們(men)產(chan)(chan)生(sheng)對企(qi)(qi)業產(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)認同和忠誠。3建立(li)品(pin)(pin)(pin)(pin)牌(pai)體(ti)系(xi)

摘要：在經(jing)濟全球化時代(dai)，城(cheng)市品牌形(xing)象(xiang)(xiang)的(de)(de)塑(su)造(zao)與傳播，對一(yi)個(ge)城(cheng)市的(de)(de)發展有著(zhu)極為重(zhong)要的(de)(de)作用。伴隨著(zhu)我國城(cheng)市化進程的(de)(de)不斷加快，城(cheng)市品牌形(xing)象(xiang)(xiang)的(de)(de)設計與塑(su)造(zao)逐漸受到重(zhong)視。該文基于(yu)城(cheng)市品牌形(xing)象(xiang)(xiang)塑(su)造(zao)的(de)(de)角度，探討廣州(zhou)的(de)(de)地鐵公共藝術。

關鍵(jian)詞(ci):城市品牌；形象塑造；地(di)鐵(tie)公共(gong)藝(yi)術

根據(ju)國際知名(ming)(ming)管(guan)理(li)咨(zi)詢(xun)公(gong)司科爾尼(ni)的(de)(de)(de)(de)(de)《2018全(quan)球(qiu)城(cheng)市(shi)報(bao)告》，廣(guang)(guang)州(zhou)(zhou)“全(quan)球(qiu)城(cheng)市(shi)綜合實力(li)指(zhi)數(shu)”連(lian)續四年維(wei)持在71名(ming)(ming)，“全(quan)球(qiu)潛力(li)城(cheng)市(shi)指(zhi)數(shu)”躍升至59名(ming)(ming)。廣(guang)(guang)州(zhou)(zhou)在多(duo)個(ge)權威榜單上的(de)(de)(de)(de)(de)不俗表(biao)現，反映了國際排名(ming)(ming)機(ji)構對廣(guang)(guang)州(zhou)(zhou)這(zhe)座(zuo)城(cheng)市(shi)的(de)(de)(de)(de)(de)價值以及發(fa)展(zhan)潛力(li)的(de)(de)(de)(de)(de)認(ren)可，以及全(quan)球(qiu)政(zheng)商(shang)精英對廣(guang)(guang)州(zhou)(zhou)近年來的(de)(de)(de)(de)(de)經濟(ji)發(fa)展(zhan)狀況以及公(gong)共治(zhi)理(li)效果(guo)的(de)(de)(de)(de)(de)肯(ken)定，更意味著廣(guang)(guang)州(zhou)(zhou)在全(quan)球(qiu)舞臺上的(de)(de)(de)(de)(de)無限可能性。這(zhe)樣一(yi)(yi)個(ge)日新月異(yi)的(de)(de)(de)(de)(de)城(cheng)市(shi)，如(ru)何(he)塑造(zao)自身(shen)的(de)(de)(de)(de)(de)品(pin)(pin)牌形象(xiang)，全(quan)方(fang)位(wei)地宣傳城(cheng)市(shi)品(pin)(pin)牌，進一(yi)(yi)步提高廣(guang)(guang)州(zhou)(zhou)的(de)(de)(de)(de)(de)知名(ming)(ming)度與國際影(ying)響力(li)，成為(wei)廣(guang)(guang)州(zhou)(zhou)發(fa)展(zhan)道路上一(yi)(yi)個(ge)尤(you)為(wei)重要的(de)(de)(de)(de)(de)問題。基于此，該文從廣(guang)(guang)州(zhou)(zhou)城(cheng)市(shi)品(pin)(pin)牌形象(xiang)塑造(zao)的(de)(de)(de)(de)(de)角度出發(fa)，探討城(cheng)市(shi)地鐵公(gong)共藝術。

1城(cheng)市品(pin)牌形象概述

品(pin)(pin)牌(pai)(pai)(pai)是(shi)一(yi)(yi)種可(ke)視(shi)性標志，一(yi)(yi)種無形的(de)(de)資(zi)產(chan)(chan)與象征(zheng)，具(ju)有識別、增(zeng)(zeng)值、促銷(xiao)等功能。基(ji)于美國(guo)品(pin)(pin)牌(pai)(pai)(pai)研(yan)究者(zhe)杜克大學富奎(kui)商(shang)學院KevinLaneKeller教授(shou)的(de)(de)理論(lun)，城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)與產(chan)(chan)品(pin)(pin)品(pin)(pin)牌(pai)(pai)(pai)存在一(yi)(yi)定(ding)的(de)(de)相似性，而一(yi)(yi)個(ge)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)旅(lv)游文化、地(di)(di)理位(wei)置、空(kong)間(jian)區(qu)域等均可(ke)塑造(zao)(zao)(zao)成品(pin)(pin)牌(pai)(pai)(pai)。就眾多城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)實踐經驗來看(kan)，打造(zao)(zao)(zao)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)形象，能夠(gou)在一(yi)(yi)定(ding)程度上提高該(gai)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)知名度以(yi)及(ji)(ji)競爭力(li)，增(zeng)(zeng)強市(shi)(shi)(shi)(shi)(shi)(shi)(shi)民的(de)(de)榮譽感與自(zi)豪感。而城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)的(de)(de)打造(zao)(zao)(zao)，是(shi)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)可(ke)視(shi)化的(de)(de)重(zhong)要(yao)表現，在傳播城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)形象、弘揚城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)精(jing)神、發展城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)內涵等方(fang)(fang)(fang)面(mian)有著(zhu)極(ji)為重(zhong)要(yao)的(de)(de)作用。從廣(guang)義上來講，城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)是(shi)一(yi)(yi)個(ge)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)歷史文化、人文性格(ge)、地(di)(di)理資(zi)源、經濟形態、城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)景觀等要(yao)素被公眾與社會廣(guang)泛(fan)認知、認同病具(ju)有某種典型意(yi)義的(de)(de)印象與象征(zheng)。在經濟全球化背景下，城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)作為城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)建設、發展過程中最大的(de)(de)無形資(zi)產(chan)(chan)。打造(zao)(zao)(zao)適(shi)應城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)發展的(de)(de)、具(ju)有良好品(pin)(pin)牌(pai)(pai)(pai)效(xiao)應的(de)(de)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)形象，不(bu)(bu)僅能夠(gou)增(zeng)(zeng)強城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)競爭力(li)與影響力(li)，還能置換出更大的(de)(de)政(zheng)治(zhi)、經濟、文化效(xiao)益(yi)。雖(sui)然我國(guo)的(de)(de)諸多城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)在打造(zao)(zao)(zao)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)形象方(fang)(fang)(fang)面(mian)做出了諸多嘗試，城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)打造(zao)(zao)(zao)也逐(zhu)漸得(de)到了地(di)(di)方(fang)(fang)(fang)政(zheng)府以(yi)及(ji)(ji)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)管理者(zhe)的(de)(de)高度重(zhong)視(shi)，但我國(guo)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)在塑造(zao)(zao)(zao)品(pin)(pin)牌(pai)(pai)(pai)形象以(yi)及(ji)(ji)創(chuang)意(yi)設計(ji)等方(fang)(fang)(fang)面(mian)仍然有不(bu)(bu)少誤區(qu)，與國(guo)際(ji)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)橫向比較(jiao)，專業水準(zhun)以(yi)及(ji)(ji)技術層面(mian)均存在不(bu)(bu)小差距。鑒于此，結(jie)合(he)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)形象打造(zao)(zao)(zao)的(de)(de)成功案例(li)以(yi)及(ji)(ji)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)自(zi)身的(de)(de)特點，開展城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)形象創(chuang)意(yi)設計(ji)，是(shi)當前階段城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)牌(pai)(pai)(pai)打造(zao)(zao)(zao)的(de)(de)重(zhong)要(yao)方(fang)(fang)(fang)向。

2廣州城市品(pin)牌形(xing)象塑造

在(zai)(zai)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)很(hen)難在(zai)(zai)短期(qi)(qi)內建立(li)消費者(zhe)(zhe)信(xin)任的(de)(de)(de)(de)今(jin)天(tian)，塑造(zao)(zao)(zao)公(gong)(gong)司(si)(si)(si)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(Corporatebrand)成為建立(li)消費者(zhe)(zhe)信(xin)任識別的(de)(de)(de)(de)一條捷徑(jing)。公(gong)(gong)司(si)(si)(si)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)和公(gong)(gong)司(si)(si)(si)聲(sheng)譽常常比產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)介紹更有(you)影響(xiang)力，公(gong)(gong)司(si)(si)(si)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)能增加對(dui)顧客(ke)的(de)(de)(de)(de)吸(xi)引力、對(dui)投(tou)資(zi)者(zhe)(zhe)的(de)(de)(de)(de)信(xin)心和對(dui)員工(gong)的(de)(de)(de)(de)激勵(li)。在(zai)(zai)任何購(gou)買(mai)中，組織購(gou)買(mai)者(zhe)(zhe)首先要(yao)考慮公(gong)(gong)司(si)(si)(si)總的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)，而(er)(er)不(bu)(bu)是(shi)他們想(xiang)要(yao)購(gou)買(mai)的(de)(de)(de)(de)特(te)定產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)形象。然而(er)(er)，迄今(jin)有(you)關品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)研究(jiu)視角(jiao)大多聚焦(jiao)在(zai)(zai)塑造(zao)(zao)(zao)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)層面，如何塑造(zao)(zao)(zao)強勢公(gong)(gong)司(si)(si)(si)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)這一實踐(jian)中迫切需要(yao)解決(jue)的(de)(de)(de)(de)問題(ti)，在(zai)(zai)理論上(shang)(shang)還(huan)未得(de)到(dao)廣泛的(de)(de)(de)(de)關注(zhu)，有(you)關研究(jiu)相對(dui)匱乏。現有(you)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)理論研究(jiu)表明，最終決(jue)定品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)市場(chang)地位的(de)(de)(de)(de)是(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)總體上(shang)(shang)的(de)(de)(de)(de)性(xing)(xing)(xing)格，而(er)(er)不(bu)(bu)是(shi)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)間微(wei)不(bu)(bu)足道的(de)(de)(de)(de)差異。品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)創建要(yao)超越差異性(xing)(xing)(xing)和功能主義，應該注(zhu)重開發一種個(ge)(ge)性(xing)(xing)(xing)價(jia)值(zhi)。21世紀(ji)成功的(de)(de)(de)(de)公(gong)(gong)司(si)(si)(si)不(bu)(bu)在(zai)(zai)于你提(ti)供(gong)的(de)(de)(de)(de)差異化的(de)(de)(de)(de)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)和服務，更多在(zai)(zai)于你是(shi)誰?你在(zai)(zai)做什么?對(dui)公(gong)(gong)司(si)(si)(si)是(shi)誰及它在(zai)(zai)顧客(ke)面前(qian)如何展示自己(ji)的(de)(de)(de)(de)回(hui)答構成了公(gong)(gong)司(si)(si)(si)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)個(ge)(ge)性(xing)(xing)(xing)。為此，筆者(zhe)(zhe)欲(yu)從品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)個(ge)(ge)性(xing)(xing)(xing)塑造(zao)(zao)(zao)的(de)(de)(de)(de)視角(jiao)探索公(gong)(gong)司(si)(si)(si)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)塑造(zao)(zao)(zao)，以期(qi)(qi)為公(gong)(gong)司(si)(si)(si)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)塑造(zao)(zao)(zao)提(ti)供(gong)理論上(shang)(shang)的(de)(de)(de)(de)指導，使得(de)企業在(zai)(zai)激烈的(de)(de)(de)(de)市場(chang)競爭中獲得(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)競爭優勢。

一、公司品牌內涵

公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)是一個特定的(de)(de)(de)(de)(de)社會(hui)單元或集團，有(you)明(ming)確(que)的(de)(de)(de)(de)(de)活動目標，有(you)精(jing)心(xin)設計的(de)(de)(de)(de)(de)結(jie)構和協調的(de)(de)(de)(de)(de)活動系統。對(dui)(dui)企(qi)業(ye)而言(yan)，產(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)和公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)品(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)塑(su)造(zao)是兩種不同的(de)(de)(de)(de)(de)概念，有(you)許多(duo)公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)是以公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)名稱(cheng)(cheng)作(zuo)為(wei)產(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)品(pin)(pin)(pin)牌(pai)(pai)，如(ru)微軟、長虹、TCL、金利來等(deng)，公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)對(dui)(dui)以公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)名稱(cheng)(cheng)命名的(de)(de)(de)(de)(de)產(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)塑(su)造(zao)并(bing)不等(deng)于對(dui)(dui)公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)品(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)塑(su)造(zao)。公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)品(pin)(pin)(pin)牌(pai)(pai)是指公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)在組織層次的(de)(de)(de)(de)(de)名稱(cheng)(cheng)、標識等(deng)品(pin)(pin)(pin)牌(pai)(pai)元素(su)以及經由營銷活動在多(duo)重利益關系者(zhe)(顧客、投資(zi)者(zhe)、員工(gong)、商業(ye)伙伴等(deng))心(xin)中(zhong)建立的(de)(de)(de)(de)(de)聯想(xiang)與認知的(de)(de)(de)(de)(de)總和。公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)品(pin)(pin)(pin)牌(pai)(pai)和產(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)主(zhu)要區別(bie)見(表1)。相對(dui)(dui)于產(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)內涵，筆者(zhe)認為(wei)公(gong)(gong)(gong)司(si)(si)(si)(si)(si)(si)品(pin)(pin)(pin)牌(pai)(pai)具有(you)如(ru)下特點：

(一)公(gong)司(si)品牌構成要(yao)素更(geng)廣

公(gong)(gong)(gong)司(si)品(pin)牌應(ying)該(gai)潛(qian)在(zai)地包含(han)豐富的(de)傳統、資(zi)產(chan)、能力(li)、人、價值、優先權、本地或(huo)全球(qiu)導(dao)向、公(gong)(gong)(gong)民計劃(hua)和業(ye)績表現(xian)。一(yi)個成功的(de)公(gong)(gong)(gong)司(si)品(pin)牌形成是基于公(gong)(gong)(gong)司(si)愿景、公(gong)(gong)(gong)司(si)文化、公(gong)(gong)(gong)司(si)形象之間相互(hu)作用(yong)的(de)結果。公(gong)(gong)(gong)司(si)從構(gou)成要素上是人、財、物的(de)組合；從運行(xing)流(liu)(liu)(liu)程(cheng)上有資(zi)金流(liu)(liu)(liu)、信息流(liu)(liu)(liu)、權力(li)流(liu)(liu)(liu)、制(zhi)度執行(xing)流(liu)(liu)(liu)程(cheng)、業(ye)務(wu)運行(xing)流(liu)(liu)(liu)程(cheng)等；公(gong)(gong)(gong)司(si)的(de)利益相關者(zhe)是廣泛的(de)，包括供(gong)應(ying)商、中間商、社會公(gong)(gong)(gong)眾(zhong)、投資(zi)者(zhe)、消費者(zhe)；從與消費者(zhe)的(de)關系(xi)上，組織是提供(gong)產(chan)品(pin)或(huo)服務(wu)的(de)機構(gou)，是產(chan)品(pin)或(huo)服務(wu)品(pin)牌質(zhi)量的(de)保(bao)證。

(二)公司(si)品牌目標受眾更多

摘要：目(mu)(mu)的(de)(de)(de)旅(lv)(lv)(lv)游(you)(you)文(wen)(wen)化(hua)(hua)(hua)產業(ye)(ye)發(fa)(fa)展(zhan)勢頭迅(xun)猛，不僅(jin)推出了(le)各(ge)式各(ge)樣的(de)(de)(de)特色旅(lv)(lv)(lv)游(you)(you)文(wen)(wen)化(hua)(hua)(hua)線(xian)路，同時也傳遞出地域風貌(mao)和人(ren)文(wen)(wen)精神，對社會(hui)經濟(ji)的(de)(de)(de)發(fa)(fa)展(zhan)起到了(le)積極的(de)(de)(de)促進(jin)作用。這種“文(wen)(wen)旅(lv)(lv)(lv)聯合(he)”的(de)(de)(de)創(chuang)新思維模式打破了(le)傳統(tong)產業(ye)(ye)鏈中的(de)(de)(de)壁壘，“旅(lv)(lv)(lv)游(you)(you)”與(yu)“文(wen)(wen)化(hua)(hua)(hua)創(chuang)意”的(de)(de)(de)結(jie)(jie)合(he)提供了(le)新的(de)(de)(de)發(fa)(fa)展(zhan)目(mu)(mu)標和發(fa)(fa)展(zhan)方向。通過對旅(lv)(lv)(lv)游(you)(you)文(wen)(wen)化(hua)(hua)(hua)進(jin)行梳理(li)與(yu)研究，綜合(he)分析“文(wen)(wen)旅(lv)(lv)(lv)聯合(he)”國(guo)策下，如何銜接天(tian)津的(de)(de)(de)文(wen)(wen)化(hua)(hua)(hua)資源，發(fa)(fa)掘其文(wen)(wen)化(hua)(hua)(hua)品(pin)(pin)牌(pai)(pai)塑(su)造的(de)(de)(de)可行性(xing)路徑(jing)與(yu)應用前景。方法厘清(qing)旅(lv)(lv)(lv)游(you)(you)文(wen)(wen)化(hua)(hua)(hua)發(fa)(fa)展(zhan)的(de)(de)(de)歷程，歸納國(guo)內(nei)外旅(lv)(lv)(lv)游(you)(you)文(wen)(wen)化(hua)(hua)(hua)衍生出的(de)(de)(de)文(wen)(wen)化(hua)(hua)(hua)品(pin)(pin)牌(pai)(pai)，分析其塑(su)造文(wen)(wen)化(hua)(hua)(hua)品(pin)(pin)牌(pai)(pai)的(de)(de)(de)方法措施。結(jie)(jie)論通過研究的(de)(de)(de)結(jie)(jie)果提出多維度的(de)(de)(de)綜合(he)創(chuang)意設計(ji)方法，以(yi)此來(lai)實現天(tian)津文(wen)(wen)化(hua)(hua)(hua)品(pin)(pin)牌(pai)(pai)塑(su)造的(de)(de)(de)創(chuang)新設計(ji)價值、地域文(wen)(wen)化(hua)(hua)(hua)價值以(yi)及(ji)社會(hui)價值。

關鍵詞：旅游文化(hua)；天津文化(hua)；品牌塑造，綜合(he)研究(jiu)

地(di)域性旅游產(chan)業(ye)在(zai)(zai)發(fa)展的(de)(de)(de)進程中，不斷的(de)(de)(de)進行自我革新與自我完善(shan)，逐漸形成了具(ju)有地(di)域符號的(de)(de)(de)旅游文化(hua)，不僅傳遞出地(di)方特(te)色的(de)(de)(de)文化(hua)資源和文化(hua)現象，同時也促進了當地(di)文化(hua)品牌的(de)(de)(de)塑(su)造。在(zai)(zai)這種“文旅聯合”的(de)(de)(de)實際(ji)運用中，精準定位，突出特(te)色，強調(diao)創(chuang)新已(yi)然成為其核心之處。

1旅游文化的定(ding)義研究

我(wo)國(guo)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)業的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)蓬勃發(fa)(fa)(fa)展(zhan)，已然(ran)成(cheng)(cheng)為(wei)(wei)(wei)了(le)(le)(le)(le)我(wo)國(guo)經濟產業鏈中(zhong)(zhong)不(bu)(bu)(bu)可(ke)或缺(que)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)部分，由此(ci)帶來了(le)(le)(le)(le)各(ge)(ge)種衍生(sheng)經濟的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)[1]。隨(sui)著旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)市場的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)不(bu)(bu)(bu)斷擴展(zhan)，其(qi)背后所依托的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)社會資(zi)(zi)(zi)源(yuan)(yuan)，歷史資(zi)(zi)(zi)源(yuan)(yuan)，生(sheng)態資(zi)(zi)(zi)源(yuan)(yuan)以(yi)(yi)(yi)及文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)資(zi)(zi)(zi)源(yuan)(yuan)被不(bu)(bu)(bu)斷挖(wa)掘(jue)，形成(cheng)(cheng)了(le)(le)(le)(le)新的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)趨勢。“旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)”這(zhe)一新興的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)詞(ci)語成(cheng)(cheng)為(wei)(wei)(wei)時(shi)下人(ren)們熱議的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)話(hua)題[2]。在(zai)(zai)“十三(san)五(wu)規劃(hua)”當中(zhong)(zhong)，國(guo)家(jia)大力推進(jin)“文(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)聯合”這(zhe)一目(mu)標(biao)，對(dui)于(yu)(yu)地域(yu)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)資(zi)(zi)(zi)源(yuan)(yuan)整合，建設地域(yu)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)品(pin)牌及文(wen)(wen)(wen)(wen)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)形式提出(chu)(chu)(chu)(chu)了(le)(le)(le)(le)更高的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)要(yao)求，同(tong)(tong)(tong)時(shi)也為(wei)(wei)(wei)其(qi)發(fa)(fa)(fa)展(zhan)提供了(le)(le)(le)(le)明(ming)確的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)前景[3]。伴隨(sui)“旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)”的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)，人(ren)們對(dui)其(qi)展(zhan)開了(le)(le)(le)(le)相(xiang)關(guan)研(yan)究(jiu)(jiu)和(he)(he)(he)分析，給出(chu)(chu)(chu)(chu)了(le)(le)(le)(le)不(bu)(bu)(bu)同(tong)(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)詮釋(shi)與解讀。其(qi)中(zhong)(zhong)具有(you)代表性的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)定(ding)義如下：（1）旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)+文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)說(shuo)(shuo)(shuo)，較為(wei)(wei)(wei)直白地將(jiang)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)與文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)相(xiang)結合，強調兩者(zhe)間(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)聯系(xi)填補了(le)(le)(le)(le)該(gai)領域(yu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)研(yan)究(jiu)(jiu)空白；（2）總(zong)和(he)(he)(he)說(shuo)(shuo)(shuo)（1990中(zhong)(zhong)國(guo)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)學術研(yan)討會），是(shi)較為(wei)(wei)(wei)完(wan)整的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)體系(xi)，解讀為(wei)(wei)(wei)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)價值及各(ge)(ge)要(yao)素形成(cheng)(cheng)特(te)有(you)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)形態，突出(chu)(chu)(chu)(chu)其(qi)精神文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)和(he)(he)(he)物質(zhi)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)總(zong)和(he)(he)(he)；（3）民(min)族(zu)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)說(shuo)(shuo)(shuo)，出(chu)(chu)(chu)(chu)自《中(zhong)(zhong)國(guo)大百科全書》，是(shi)將(jiang)國(guo)家(jia)或民(min)族(zu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)通(tong)過旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)形式呈(cheng)現(xian)(xian)(xian)出(chu)(chu)(chu)(chu)來；（4）主客觀說(shuo)(shuo)(shuo)，是(shi)指(zhi)(zhi)(zhi)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)本(ben)質(zhi)內(nei)容(rong)和(he)(he)(he)各(ge)(ge)種要(yao)素之間(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)包含關(guan)系(xi)；（5）碰撞說(shuo)(shuo)(shuo)，是(shi)研(yan)究(jiu)(jiu)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)中(zhong)(zhong)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)主體、旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)客體以(yi)(yi)(yi)及旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)媒介三(san)者(zhe)之間(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)共存關(guan)系(xi)。以(yi)(yi)(yi)上五(wu)種學說(shuo)(shuo)(shuo)，從(cong)不(bu)(bu)(bu)同(tong)(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)角度對(dui)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)進(jin)行(xing)了(le)(le)(le)(le)解釋(shi)和(he)(he)(he)研(yan)究(jiu)(jiu)，從(cong)中(zhong)(zhong)不(bu)(bu)(bu)難(nan)發(fa)(fa)(fa)現(xian)(xian)(xian)對(dui)于(yu)(yu)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)研(yan)究(jiu)(jiu)目(mu)前還屬于(yu)(yu)發(fa)(fa)(fa)展(zhan)階(jie)段。劉愛萍在(zai)(zai)研(yan)究(jiu)(jiu)時(shi)提到，應該(gai)將(jiang)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)定(ding)義分為(wei)(wei)(wei)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)大文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)和(he)(he)(he)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)小文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)。認(ren)為(wei)(wei)(wei)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)大文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)指(zhi)(zhi)(zhi)代的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)區(qu)域(yu)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)中(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)活(huo)(huo)動方式，是(shi)對(dui)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)概(gai)括及外延的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)展(zhan)開；而(er)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)小文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)指(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)活(huo)(huo)動區(qu)域(yu)特(te)色和(he)(he)(he)民(min)族(zu)特(te)色，體現(xian)(xian)(xian)其(qi)本(ben)質(zhi)內(nei)涵并(bing)能夠進(jin)行(xing)具體的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)呈(cheng)現(xian)(xian)(xian)[4]。謝春山(shan)，李芷逸，唐偉(wei)認(ren)為(wei)(wei)(wei)“旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)”產生(sheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)原因是(shi)基(ji)于(yu)(yu)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)活(huo)(huo)動，且為(wei)(wei)(wei)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)活(huo)(huo)動所組成(cheng)(cheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)現(xian)(xian)(xian)象[5]。桓占偉(wei)提到“將(jiang)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)理解為(wei)(wei)(wei)一種產品(pin)”，其(qi)中(zhong)(zhong)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)是(shi)專業人(ren)員從(cong)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)活(huo)(huo)動中(zhong)(zhong)發(fa)(fa)(fa)掘(jue)并(bing)進(jin)行(xing)設計，以(yi)(yi)(yi)此(ci)來滿足(zu)大眾物質(zhi)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)和(he)(he)(he)精神文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)產品(pin)[6]。基(ji)于(yu)(yu)以(yi)(yi)(yi)上對(dui)于(yu)(yu)“旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)”概(gai)念(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)定(ding)義不(bu)(bu)(bu)難(nan)看(kan)出(chu)(chu)(chu)(chu)，對(dui)于(yu)(yu)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)研(yan)究(jiu)(jiu)已經形成(cheng)(cheng)了(le)(le)(le)(le)一定(ding)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)規模，學者(zhe)們通(tong)過不(bu)(bu)(bu)同(tong)(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)視角對(dui)旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)進(jin)行(xing)了(le)(le)(le)(le)定(ding)義，但是(shi)在(zai)(zai)實際運(yun)用中(zhong)(zhong)出(chu)(chu)(chu)(chu)現(xian)(xian)(xian)了(le)(le)(le)(le)“各(ge)(ge)說(shuo)(shuo)(shuo)各(ge)(ge)有(you)理”的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)現(xian)(xian)(xian)象，這(zhe)種現(xian)(xian)(xian)象的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)產生(sheng)，源(yuan)(yuan)于(yu)(yu)在(zai)(zai)研(yan)究(jiu)(jiu)初期(qi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)出(chu)(chu)(chu)(chu)發(fa)(fa)(fa)角度不(bu)(bu)(bu)同(tong)(tong)(tong)以(yi)(yi)(yi)及研(yan)究(jiu)(jiu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)落(luo)腳點不(bu)(bu)(bu)同(tong)(tong)(tong)。為(wei)(wei)(wei)此(ci)，本(ben)文(wen)(wen)(wen)(wen)把旅(lv)(lv)(lv)(lv)(lv)(lv)(lv)(lv)游(you)(you)(you)(you)(you)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)作為(wei)(wei)(wei)一個載體，研(yan)究(jiu)(jiu)落(luo)地于(yu)(yu)其(qi)中(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)創意設計，為(wei)(wei)(wei)后面(mian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)(hua)品(pin)牌塑造提供可(ke)行(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)研(yan)究(jiu)(jiu)方向(xiang)。

2天(tian)津旅(lv)游文化(hua)的多樣性

【摘(zhai)要(yao)】進(jin)入(ru)二(er)十一世紀，市場(chang)競(jing)爭(zheng)明顯(xian)(xian)的(de)(de)特點是從(cong)低層(ceng)次(ci)的(de)(de)價格(ge)戰、廣(guang)告戰等向高層(ceng)次(ci)的(de)(de)品牌(pai)(pai)(pai)競(jing)爭(zheng)發展(zhan)。創建(jian)強勢(shi)品牌(pai)(pai)(pai)，提高企業(ye)(ye)競(jing)爭(zheng)力成(cheng)為眾民(min)營企業(ye)(ye)家的(de)(de)夢想。本(ben)文首先(xian)從(cong)分析新(xin)經(jing)濟條件下市場(chang)環境(jing)變化(hua)入(ru)手，凸顯(xian)(xian)品牌(pai)(pai)(pai)重要(yao)性(xing)。然而(er)品牌(pai)(pai)(pai)塑(su)造(zao)絕(jue)不是一蹴(cu)而(er)就的(de)(de)，它是一個系統工程(cheng)，存(cun)在兩重性(xing)：過程(cheng)的(de)(de)艱(jian)難性(xing)，目標實現的(de)(de)可(ke)能性(xing)。這意味(wei)著民(min)營企業(ye)(ye)品牌(pai)(pai)(pai)塑(su)造(zao)過程(cheng)中存(cun)在許多困難，本(ben)文最后將對此提出幾種可(ke)供民(min)營企業(ye)(ye)選(xuan)擇的(de)(de)品牌(pai)(pai)(pai)塑(su)造(zao)方法和建(jian)議(yi)。

【關鍵(jian)詞(ci)】品(pin)牌(pai)強勢品(pin)牌(pai)品(pin)牌(pai)形象品(pin)牌(pai)塑造1

【Abstract】Enters21stcentury,thecharacteristicwithobviousmarketcompetitionistodevelopfromthepricewarofthelowlevel,advertisingfight,etc.tothehigh-levelbrandcompetition.Establishsurgingbrand,raisethedreamthatenterprise''''scompetitivenessbecomesmanyprivateentrepreneurs.Thistextstartswithanalyzingthemarketenvironmentchangeundertheneweconomicconditionatfirst,prominentbrandimportance.Butthebrandmouldsaccomplishinginonemovedefinitely,itisasystemengineering,thedualityexists:Thedifficultyofthecourse,thepossibilitythatthegoalrealizes.Thismeanenterpriserunbythelocalpeoplebrandmouldcoursetherearealotofdifficulties,thistextputforwardtothisseveralsupportbrandthatenterpriserunbythelocalpeoplechoosemouldmethodandsuggestionfinally.

【Keywords】Surgingbrand;Imageofthebrand;thebrandmolding

【正文】

一、引言

城市體(ti)育(yu)品牌塑造(zao)的(de)過程

城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)是(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)個(ge)(ge)廣(guang)(guang)(guang)義的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)概念，不(bu)(bu)僅指(zhi)設(she)計(ji)一(yi)(yi)(yi)(yi)個(ge)(ge)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)宣(xuan)傳(chuan)(chuan)(chuan)口號(hao)或(huo)是(shi)(shi)(shi)(shi)(shi)選(xuan)(xuan)擇一(yi)(yi)(yi)(yi)個(ge)(ge)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)標(biao)(biao)(biao)(biao)(biao)志，而(er)(er)(er)(er)(er)是(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)個(ge)(ge)包括環(huan)(huan)(huan)境(jing)(jing)(jing)考(kao)察、定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)、設(she)計(ji)、營(ying)(ying)銷(xiao)(xiao)和(he)(he)(he)(he)(he)(he)(he)管理(li)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)系(xi)統工(gong)程。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)內部發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)環(huan)(huan)(huan)境(jing)(jing)(jing)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)是(shi)(shi)(shi)(shi)(shi)考(kao)察城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)是(shi)(shi)(shi)(shi)(shi)否具(ju)備體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)條件(jian)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)具(ju)備兩個(ge)(ge)條件(jian):一(yi)(yi)(yi)(yi)是(shi)(shi)(shi)(shi)(shi)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)有(you)(you)(you)自(zi)(zi)己(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)特(te)(te)色體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)項目(mu)(mu)(mu)(mu)(mu)，特(te)(te)色體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)項目(mu)(mu)(mu)(mu)(mu)一(yi)(yi)(yi)(yi)般具(ju)有(you)(you)(you)廣(guang)(guang)(guang)泛(fan)普及、競技水平高和(he)(he)(he)(he)(he)(he)(he)當地(di)(di)政(zheng)(zheng)(zheng)(zheng)府(fu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重視(shi)和(he)(he)(he)(he)(he)(he)(he)政(zheng)(zheng)(zheng)(zheng)策引導(dao)(dao)三(san)個(ge)(ge)特(te)(te)征。首(shou)先(xian)，當地(di)(di)政(zheng)(zheng)(zheng)(zheng)府(fu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)有(you)(you)(you)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)意識(shi)，認識(shi)到城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)是(shi)(shi)(shi)(shi)(shi)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)亞品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)和(he)(he)(he)(he)(he)(he)(he)組(zu)(zu)(zu)成(cheng)(cheng)部分，在城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)方(fang)面(mian)(mian)具(ju)有(you)(you)(you)其(qi)(qi)他城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)亞品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)不(bu)(bu)可(ke)比擬(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)優勢。其(qi)(qi)次，政(zheng)(zheng)(zheng)(zheng)府(fu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)在城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)規(gui)劃中確定(ding)(ding)(ding)(ding)把某項體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)作為(wei)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)來(lai)創建(jian)，并(bing)將其(qi)(qi)未來(lai)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)藍圖納入整(zheng)(zheng)座城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)國民(min)經濟和(he)(he)(he)(he)(he)(he)(he)社會發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目(mu)(mu)(mu)(mu)(mu)標(biao)(biao)(biao)(biao)(biao)軌道，制(zhi)(zhi)定(ding)(ding)(ding)(ding)切實可(ke)行的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)規(gui)劃”。最(zui)(zui)后，政(zheng)(zheng)(zheng)(zheng)府(fu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)加強(qiang)政(zheng)(zheng)(zheng)(zheng)策引導(dao)(dao)，通過(guo)制(zhi)(zhi)定(ding)(ding)(ding)(ding)土地(di)(di)、金融、稅收等(deng)(deng)優惠(hui)政(zheng)(zheng)(zheng)(zheng)策，造(zao)(zao)就(jiu)(jiu)公(gong)(gong)平、公(gong)(gong)開(kai)、公(gong)(gong)正的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)環(huan)(huan)(huan)境(jing)(jing)(jing)和(he)(he)(he)(he)(he)(he)(he)競爭(zheng)秩(zhi)序，促(cu)進(jin)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)規(gui)范發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)外(wai)部發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)環(huan)(huan)(huan)境(jing)(jing)(jing)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)是(shi)(shi)(shi)(shi)(shi)考(kao)察其(qi)(qi)它城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)情(qing)況，只有(you)(you)(you)橫向比較(jiao)分析，才(cai)能(neng)更(geng)清楚地(di)(di)掌握(wo)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)自(zi)(zi)身(shen)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)位(wei)(wei)(wei)置，突(tu)出(chu)自(zi)(zi)身(shen)特(te)(te)色，避免雷同設(she)計(ji)，為(wei)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)奠定(ding)(ding)(ding)(ding)基(ji)礎。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)是(shi)(shi)(shi)(shi)(shi)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)價值(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)高度(du)(du)(du)提(ti)煉和(he)(he)(he)(he)(he)(he)(he)概括，是(shi)(shi)(shi)(shi)(shi)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)核心和(he)(he)(he)(he)(he)(he)(he)關鍵，其(qi)(qi)目(mu)(mu)(mu)(mu)(mu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)以(yi)(yi)(yi)(yi)(yi)清晰、明確的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)整(zheng)(zheng)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)形(xing)象(xiang)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)現(xian)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)項目(mu)(mu)(mu)(mu)(mu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)個(ge)(ge)性(xing)(xing)(xing)。如(ru)，濰坊(fang)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)為(wei)“風箏之都”、大(da)連定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)為(wei)“足球(qiu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)”、哈爾濱(bin)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)為(wei)“冰雪運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)”，這(zhe)些城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)都幫助(zhu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)成(cheng)(cheng)功(gong)塑(su)造(zao)(zao)出(chu)了(le)自(zi)(zi)己(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)涉及消費(fei)(fei)者(zhe)(zhe)、競爭(zheng)者(zhe)(zhe)和(he)(he)(he)(he)(he)(he)(he)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)自(zi)(zi)身(shen)三(san)個(ge)(ge)維度(du)(du)(du)，其(qi)(qi)戰略(lve)(lve)(lve)重點是(shi)(shi)(shi)(shi)(shi)如(ru)何根(gen)據(ju)(ju)消費(fei)(fei)者(zhe)(zhe)、競爭(zheng)者(zhe)(zhe)和(he)(he)(he)(he)(he)(he)(he)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)自(zi)(zi)身(shen)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)況及其(qi)(qi)互(hu)(hu)動(dong)(dong)(dong)關系(xi)，確定(ding)(ding)(ding)(ding)最(zui)(zui)優化(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)。首(shou)先(xian)，要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)滿足市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)民(min)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)需(xu)(xu)(xu)(xu)求;其(qi)(qi)次，要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)滿足游客、賽(sai)事組(zu)(zu)(zu)織者(zhe)(zhe)和(he)(he)(he)(he)(he)(he)(he)贊(zan)助(zhu)商的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)需(xu)(xu)(xu)(xu)求。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)應(ying)(ying)(ying)該遵(zun)循個(ge)(ge)性(xing)(xing)(xing)化(hua)(hua)(hua)、可(ke)行性(xing)(xing)(xing)和(he)(he)(he)(he)(he)(he)(he)可(ke)持續發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)原則:個(ge)(ge)性(xing)(xing)(xing)化(hua)(hua)(hua)指(zhi)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)必(bi)須要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)有(you)(you)(you)特(te)(te)色，即找出(chu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)最(zui)(zui)具(ju)優勢的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)特(te)(te)色。可(ke)行性(xing)(xing)(xing)指(zhi)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)必(bi)須從(cong)實際出(chu)發(fa)(fa)，因(yin)地(di)(di)制(zhi)(zhi)宜，切不(bu)(bu)可(ke)盲目(mu)(mu)(mu)(mu)(mu)攀比，好高騖遠。可(ke)持續發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)指(zhi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)將不(bu)(bu)利因(yin)素(su)轉化(hua)(hua)(hua)為(wei)有(you)(you)(you)利因(yin)素(su)，保(bao)(bao)持城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)長盛不(bu)(bu)衰，以(yi)(yi)(yi)(yi)(yi)真正推(tui)動(dong)(dong)(dong)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)設(she)計(ji)CSI(CitySportIdentity)由理(li)念識(shi)別(bie)MI(MindIdentity)、行為(wei)識(shi)別(bie)BI(BehaviorIdentity)和(he)(he)(he)(he)(he)(he)(he)視(shi)覺識(shi)別(bie)VI(VisualIdentity)三(san)大(da)基(ji)本(ben)(ben)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)素(su)組(zu)(zu)(zu)成(cheng)(cheng)。MI是(shi)(shi)(shi)(shi)(shi)CSI的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)核心，指(zhi)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文化(hua)(hua)(hua)精(jing)(jing)神、個(ge)(ge)性(xing)(xing)(xing)、使命、發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)目(mu)(mu)(mu)(mu)(mu)標(biao)(biao)(biao)(biao)(biao)和(he)(he)(he)(he)(he)(he)(he)價值(zhi)觀(guan)念的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)識(shi)別(bie)，如(ru)我們(men)可(ke)以(yi)(yi)(yi)(yi)(yi)將廣(guang)(guang)(guang)州羽(yu)毛球(qiu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)精(jing)(jing)神表(biao)(biao)述為(wei)“健康快(kuai)樂(le)、拼(pin)搏奉(feng)獻”，這(zhe)是(shi)(shi)(shi)(shi)(shi)廣(guang)(guang)(guang)州羽(yu)毛球(qiu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)立足社會、回(hui)報社會和(he)(he)(he)(he)(he)(he)(he)滿足社會要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)求的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)具(ju)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)現(xian)。BI是(shi)(shi)(shi)(shi)(shi)MI的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)具(ju)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)行為(wei)表(biao)(biao)現(xian)，表(biao)(biao)達了(le)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)理(li)念，體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)現(xian)著(zhu)行動(dong)(dong)(dong)細(xi)節，以(yi)(yi)(yi)(yi)(yi)產生統一(yi)(yi)(yi)(yi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)形(xing)象(xiang)，從(cong)而(er)(er)(er)(er)(er)獲得(de)認可(ke)和(he)(he)(he)(he)(he)(he)(he)好評。其(qi)(qi)基(ji)本(ben)(ben)內容表(biao)(biao)現(xian)為(wei)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)軟、硬件(jian)建(jian)設(she)，軟件(jian)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)現(xian)在體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)活動(dong)(dong)(dong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)開(kai)展(zhan)(zhan)(zhan)(zhan)(zhan)、體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)人(ren)(ren)才(cai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)培養等(deng)(deng)方(fang)面(mian)(mian)，而(er)(er)(er)(er)(er)硬件(jian)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)指(zhi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)場(chang)地(di)(di)設(she)施(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)建(jian)設(she)。VI是(shi)(shi)(shi)(shi)(shi)MI的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)外(wai)在標(biao)(biao)(biao)(biao)(biao)志組(zu)(zu)(zu)合應(ying)(ying)(ying)用，如(ru)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)名稱和(he)(he)(he)(he)(he)(he)(he)標(biao)(biao)(biao)(biao)(biao)志，體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)場(chang)館和(he)(he)(he)(he)(he)(he)(he)環(huan)(huan)(huan)境(jing)(jing)(jing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)設(she)計(ji)等(deng)(deng)，主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)是(shi)(shi)(shi)(shi)(shi)將城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)內涵利用視(shi)覺元(yuan)素(su)傳(chuan)(chuan)(chuan)遞給(gei)目(mu)(mu)(mu)(mu)(mu)標(biao)(biao)(biao)(biao)(biao)受(shou)(shou)眾。VI的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)設(she)計(ji)基(ji)礎是(shi)(shi)(shi)(shi)(shi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)對(dui)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)和(he)(he)(he)(he)(he)(he)(he)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)價值(zhi)進(jin)行深(shen)入了(le)解，為(wei)了(le)保(bao)(bao)證(zheng)設(she)計(ji)思路(lu)不(bu)(bu)偏離體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)策略(lve)(lve)(lve)，最(zui)(zui)好請專業人(ren)(ren)士(shi)設(she)計(ji)。媒(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)對(dui)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)表(biao)(biao)現(xian)力(li)有(you)(you)(you)很大(da)影(ying)響，必(bi)須運(yun)(yun)(yun)(yun)用營(ying)(ying)銷(xiao)(xiao)組(zu)(zu)(zu)合策略(lve)(lve)(lve)對(dui)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)進(jin)行宣(xuan)傳(chuan)(chuan)(chuan)。營(ying)(ying)銷(xiao)(xiao)組(zu)(zu)(zu)合策略(lve)(lve)(lve)包括人(ren)(ren)員(yuan)推(tui)銷(xiao)(xiao)、廣(guang)(guang)(guang)告、營(ying)(ying)業推(tui)廣(guang)(guang)(guang)和(he)(he)(he)(he)(he)(he)(he)公(gong)(gong)共(gong)關系(xi)等(deng)(deng)，幾種營(ying)(ying)銷(xiao)(xiao)方(fang)式需(xu)(xu)(xu)(xu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)靈活搭(da)配，以(yi)(yi)(yi)(yi)(yi)便取得(de)最(zui)(zui)好的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)銷(xiao)(xiao)效(xiao)(xiao)果(guo)(guo)。人(ren)(ren)員(yuan)推(tui)銷(xiao)(xiao)最(zui)(zui)根(gen)本(ben)(ben)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)就(jiu)(jiu)是(shi)(shi)(shi)(shi)(shi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)樹立全(quan)員(yuan)促(cu)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)理(li)念，各類(lei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)組(zu)(zu)(zu)織的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)領導(dao)(dao)和(he)(he)(he)(he)(he)(he)(he)工(gong)作人(ren)(ren)員(yuan)，體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)參與者(zhe)(zhe)和(he)(he)(he)(he)(he)(he)(he)觀(guan)賞者(zhe)(zhe)、運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)員(yuan)和(he)(he)(he)(he)(he)(he)(he)教練員(yuan)、媒(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)工(gong)作人(ren)(ren)員(yuan)，更(geng)廣(guang)(guang)(guang)泛(fan)來(lai)看(kan)，全(quan)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)民(min)都應(ying)(ying)(ying)該成(cheng)(cheng)為(wei)“促(cu)銷(xiao)(xiao)員(yuan)”。構成(cheng)(cheng)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)每一(yi)(yi)(yi)(yi)個(ge)(ge)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)素(su)都可(ke)以(yi)(yi)(yi)(yi)(yi)作為(wei)促(cu)銷(xiao)(xiao)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)廣(guang)(guang)(guang)告媒(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)，如(ru)廣(guang)(guang)(guang)播(bo)(bo)、電視(shi)、報紙、雕(diao)塑(su)、路(lu)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)、霓(ni)虹燈(deng)、體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)場(chang)館等(deng)(deng)，它們(men)對(dui)不(bu)(bu)同目(mu)(mu)(mu)(mu)(mu)標(biao)(biao)(biao)(biao)(biao)受(shou)(shou)眾產生的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)響是(shi)(shi)(shi)(shi)(shi)不(bu)(bu)同的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)，要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)依據(ju)(ju)廣(guang)(guang)(guang)告受(shou)(shou)眾、廣(guang)(guang)(guang)告費(fei)(fei)用、廣(guang)(guang)(guang)告效(xiao)(xiao)果(guo)(guo)等(deng)(deng)因(yin)素(su)加以(yi)(yi)(yi)(yi)(yi)選(xuan)(xuan)擇。公(gong)(gong)共(gong)關系(xi)是(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)種以(yi)(yi)(yi)(yi)(yi)長期目(mu)(mu)(mu)(mu)(mu)標(biao)(biao)(biao)(biao)(biao)為(wei)主(zhu)(zhu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)間接促(cu)銷(xiao)(xiao)手段，可(ke)信度(du)(du)(du)高、傳(chuan)(chuan)(chuan)達力(li)強(qiang)，具(ju)有(you)(you)(you)轟動(dong)(dong)(dong)效(xiao)(xiao)應(ying)(ying)(ying)，一(yi)(yi)(yi)(yi)般可(ke)以(yi)(yi)(yi)(yi)(yi)通過(guo)以(yi)(yi)(yi)(yi)(yi)下方(fang)法(fa)有(you)(you)(you)效(xiao)(xiao)進(jin)行:一(yi)(yi)(yi)(yi)是(shi)(shi)(shi)(shi)(shi)創造(zao)(zao)和(he)(he)(he)(he)(he)(he)(he)利用新聞;二是(shi)(shi)(shi)(shi)(shi)舉辦有(you)(you)(you)影(ying)響賽(sai)事;三(san)是(shi)(shi)(shi)(shi)(shi)編(bian)寫城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)年(nian)度(du)(du)(du)報告、發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)規(gui)劃等(deng)(deng)書(shu)面(mian)(mian)材料(liao)和(he)(he)(he)(he)(he)(he)(he)音像宣(xuan)傳(chuan)(chuan)(chuan)材料(liao)，并(bing)在最(zui)(zui)大(da)范圍予以(yi)(yi)(yi)(yi)(yi)傳(chuan)(chuan)(chuan)播(bo)(bo)。營(ying)(ying)業推(tui)廣(guang)(guang)(guang)指(zhi)政(zheng)(zheng)(zheng)(zheng)府(fu)制(zhi)(zhi)定(ding)(ding)(ding)(ding)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)鼓勵(li)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)優惠(hui)政(zheng)(zheng)(zheng)(zheng)策和(he)(he)(he)(he)(he)(he)(he)措(cuo)施(shi)。新興媒(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)網絡表(biao)(biao)現(xian)出(chu)快(kuai)速(su)、海量和(he)(he)(he)(he)(he)(he)(he)互(hu)(hu)動(dong)(dong)(dong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)特(te)(te)點，可(ke)以(yi)(yi)(yi)(yi)(yi)利用官(guan)方(fang)、半官(guan)方(fang)和(he)(he)(he)(he)(he)(he)(he)非(fei)官(guan)方(fang)網站廣(guang)(guang)(guang)泛(fan)宣(xuan)傳(chuan)(chuan)(chuan)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)(yun)動(dong)(dong)(dong)。為(wei)了(le)最(zui)(zui)大(da)化(hua)(hua)(hua)提(ti)升品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)價值(zhi)，城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)也需(xu)(xu)(xu)(xu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)管理(li)，這(zhe)可(ke)以(yi)(yi)(yi)(yi)(yi)從(cong)三(san)個(ge)(ge)方(fang)面(mian)(mian)展(zhan)(zhan)(zhan)(zhan)(zhan)開(kai):一(yi)(yi)(yi)(yi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)保(bao)(bao)證(zheng)持續性(xing)(xing)(xing)。品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)不(bu)(bu)能(neng)隨(sui)著(zhu)政(zheng)(zheng)(zheng)(zheng)府(fu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)換(huan)屆(jie)而(er)(er)(er)(er)(er)改(gai)(gai)變(bian)，或(huo)者(zhe)(zhe)隨(sui)著(zhu)“五(wu)(wu)年(nian)計(ji)劃”的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)更(geng)迭(die)而(er)(er)(er)(er)(er)改(gai)(gai)變(bian)，或(huo)者(zhe)(zhe)是(shi)(shi)(shi)(shi)(shi)政(zheng)(zheng)(zheng)(zheng)策的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)變(bian)化(hua)(hua)(hua)而(er)(er)(er)(er)(er)改(gai)(gai)變(bian)。其(qi)(qi)次，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)行為(wei)也要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)有(you)(you)(you)持續性(xing)(xing)(xing)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)塑(su)造(zao)(zao)是(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)個(ge)(ge)長期的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)過(guo)程，需(xu)(xu)(xu)(xu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)日積(ji)月(yue)累，有(you)(you)(you)時不(bu)(bu)是(shi)(shi)(shi)(shi)(shi)三(san)年(nian)五(wu)(wu)載(zai)就(jiu)(jiu)能(neng)取得(de)理(li)想的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)效(xiao)(xiao)果(guo)(guo)，甚至需(xu)(xu)(xu)(xu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)十(shi)年(nian)、二十(shi)年(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)努力(li)。所(suo)以(yi)(yi)(yi)(yi)(yi)開(kai)始了(le)就(jiu)(jiu)不(bu)(bu)能(neng)半途而(er)(er)(er)(er)(er)廢，而(er)(er)(er)(er)(er)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)善(shan)始善(shan)終;二要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)保(bao)(bao)持動(dong)(dong)(dong)態的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)調整(zheng)(zheng)和(he)(he)(he)(he)(he)(he)(he)適應(ying)(ying)(ying)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)是(shi)(shi)(shi)(shi)(shi)處于(yu)動(dong)(dong)(dong)態環(huan)(huan)(huan)境(jing)(jing)(jing)之中，因(yin)此(ci)，一(yi)(yi)(yi)(yi)方(fang)面(mian)(mian)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)保(bao)(bao)持連貫(guan)性(xing)(xing)(xing)，另一(yi)(yi)(yi)(yi)方(fang)面(mian)(mian)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)隨(sui)著(zhu)外(wai)部環(huan)(huan)(huan)境(jing)(jing)(jing)和(he)(he)(he)(he)(he)(he)(he)自(zi)(zi)身(shen)情(qing)況的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)變(bian)化(hua)(hua)(hua)而(er)(er)(er)(er)(er)變(bian)化(hua)(hua)(hua)，對(dui)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)進(jin)行相應(ying)(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)修正或(huo)調整(zheng)(zheng);三(san)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)建(jian)立效(xiao)(xiao)果(guo)(guo)測(ce)評機(ji)制(zhi)(zhi)和(he)(he)(he)(he)(he)(he)(he)反饋(kui)機(ji)制(zhi)(zhi)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)是(shi)(shi)(shi)(shi)(shi)科學而(er)(er)(er)(er)(er)嚴謹的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)工(gong)作，需(xu)(xu)(xu)(xu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)(yao)制(zhi)(zhi)定(ding)(ding)(ding)(ding)一(yi)(yi)(yi)(yi)套科學的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評價標(biao)(biao)(biao)(biao)(biao)準(zhun)來(lai)對(dui)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)塑(su)造(zao)(zao)工(gong)作進(jin)行效(xiao)(xiao)果(guo)(guo)測(ce)評，進(jin)而(er)(er)(er)(er)(er)把效(xiao)(xiao)果(guo)(guo)測(ce)評的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)結果(guo)(guo)進(jin)行分析，發(fa)(fa)現(xian)問(wen)題后再反饋(kui)回(hui)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)定(ding)(ding)(ding)(ding)位(wei)(wei)(wei)、品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)設(she)計(ji)、品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)(pai)傳(chuan)(chuan)(chuan)播(bo)(bo)等(deng)(deng)環(huan)(huan)(huan)節中，為(wei)下一(yi)(yi)(yi)(yi)步工(gong)作提(ti)供指(zhi)導(dao)(dao)思路(lu)。

城市(shi)體育品(pin)牌塑造的策略

從(cong)軟環境來(lai)看(kan)，首先(xian)，城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)塑造(zao)(zao)是一(yi)個系(xi)統工程(cheng)，需(xu)要(yao)(yao)(yao)(yao)政(zheng)(zheng)(zheng)府(fu)進(jin)行統一(yi)規(gui)(gui)劃(hua)(hua)和(he)(he)(he)管(guan)(guan)(guan)理(li)。其(qi)(qi)次(ci)，政(zheng)(zheng)(zheng)府(fu)要(yao)(yao)(yao)(yao)妥善處理(li)政(zheng)(zheng)(zheng)事(shi)關(guan)(guan)系(xi)、政(zheng)(zheng)(zheng)企關(guan)(guan)系(xi)，形成(cheng)政(zheng)(zheng)(zheng)府(fu)———行業(ye)(ye)(ye)協(xie)會(hui)———中(zhong)(zhong)介公(gong)司合(he)作(zuo)(zuo)(zuo)(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)管(guan)(guan)(guan)理(li)模(mo)式。再(zai)次(ci)，政(zheng)(zheng)(zheng)府(fu)可出(chu)(chu)臺鼓勵城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)發(fa)(fa)(fa)展(zhan)(zhan)的(de)(de)(de)(de)(de)(de)(de)政(zheng)(zheng)(zheng)策(ce)，設(she)(she)立扶(fu)持體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)發(fa)(fa)(fa)展(zhan)(zhan)的(de)(de)(de)(de)(de)(de)(de)專(zhuan)(zhuan)(zhuan)項(xiang)基金(jin)，發(fa)(fa)(fa)展(zhan)(zhan)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)。最后(hou)，政(zheng)(zheng)(zheng)府(fu)要(yao)(yao)(yao)(yao)加(jia)強現(xian)有(you)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)資(zi)源的(de)(de)(de)(de)(de)(de)(de)整合(he)，培(pei)(pei)(pei)(pei)植體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)經(jing)(jing)(jing)營(ying)企業(ye)(ye)(ye)及行業(ye)(ye)(ye)協(xie)會(hui)并發(fa)(fa)(fa)揮(hui)其(qi)(qi)作(zuo)(zuo)(zuo)(zuo)(zuo)用(yong)。從(cong)硬(ying)環境來(lai)看(kan)，要(yao)(yao)(yao)(yao)依(yi)法將(jiang)城(cheng)(cheng)(cheng)(cheng)鄉公(gong)共體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)設(she)(she)施(shi)(shi)列入(ru)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)建(jian)(jian)(jian)設(she)(she)總體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)規(gui)(gui)劃(hua)(hua)，嚴禁(jin)侵占(zhan)、破(po)壞體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)設(she)(she)施(shi)(shi);公(gong)共體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)設(she)(she)施(shi)(shi)要(yao)(yao)(yao)(yao)向社會(hui)開(kai)(kai)(kai)放，收費標準(zhun)要(yao)(yao)(yao)(yao)充分考慮(lv)市(shi)(shi)(shi)(shi)(shi)民的(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)(jing)濟(ji)承受能(neng)(neng)力;要(yao)(yao)(yao)(yao)加(jia)大(da)(da)社區體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)設(she)(she)施(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)建(jian)(jian)(jian)設(she)(she)力度，逐(zhu)步推進(jin)小(xiao)區配(pei)套(tao)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)設(she)(she)施(shi)(shi)公(gong)建(jian)(jian)(jian)化(hua)(hua)(hua);投入(ru)資(zi)金(jin)進(jin)行競技(ji)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)訓(xun)練(lian)設(she)(she)施(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)建(jian)(jian)(jian)設(she)(she)、維(wei)修(xiu)和(he)(he)(he)改造(zao)(zao);整合(he)、提高(gao)、改造(zao)(zao)學(xue)校(xiao)(xiao)(xiao)(xiao)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)設(she)(she)施(shi)(shi)，以確保(bao)學(xue)校(xiao)(xiao)(xiao)(xiao)開(kai)(kai)(kai)展(zhan)(zhan)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)的(de)(de)(de)(de)(de)(de)(de)需(xu)要(yao)(yao)(yao)(yao)。城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)塑造(zao)(zao)，是一(yi)項(xiang)非常(chang)專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)公(gong)共事(shi)務，必須(xu)有(you)一(yi)個專(zhuan)(zhuan)(zhuan)門(men)(men)(men)的(de)(de)(de)(de)(de)(de)(de)機(ji)(ji)構負責(ze)規(gui)(gui)劃(hua)(hua)、管(guan)(guan)(guan)理(li)和(he)(he)(he)研究工作(zuo)(zuo)(zuo)(zuo)(zuo)。因此，相(xiang)(xiang)關(guan)(guan)部(bu)門(men)(men)(men)要(yao)(yao)(yao)(yao)成(cheng)立城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)規(gui)(gui)劃(hua)(hua)委員(yuan)會(hui)或(huo)工作(zuo)(zuo)(zuo)(zuo)(zuo)小(xiao)組(zu)(zu)，同時(shi)要(yao)(yao)(yao)(yao)授予(yu)其(qi)(qi)相(xiang)(xiang)應的(de)(de)(de)(de)(de)(de)(de)權(quan)力，市(shi)(shi)(shi)(shi)(shi)委、市(shi)(shi)(shi)(shi)(shi)政(zheng)(zheng)(zheng)府(fu)相(xiang)(xiang)關(guan)(guan)人(ren)(ren)(ren)(ren)(ren)員(yuan)最好(hao)能(neng)(neng)直接擔任這(zhe)個委員(yuan)會(hui)或(huo)工作(zuo)(zuo)(zuo)(zuo)(zuo)小(xiao)組(zu)(zu)的(de)(de)(de)(de)(de)(de)(de)領導(dao)來(lai)協(xie)調工作(zuo)(zuo)(zuo)(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)開(kai)(kai)(kai)展(zhan)(zhan)，其(qi)(qi)成(cheng)員(yuan)包括教(jiao)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)、文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)、財(cai)政(zheng)(zheng)(zheng)等相(xiang)(xiang)關(guan)(guan)部(bu)門(men)(men)(men)領導(dao)，也可以吸收體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)管(guan)(guan)(guan)理(li)者和(he)(he)(he)專(zhuan)(zhuan)(zhuan)家(jia)學(xue)者、高(gao)水平運(yun)(yun)(yun)動(dong)(dong)(dong)員(yuan)、教(jiao)練(lian)員(yuan)、資(zi)深媒體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)人(ren)(ren)(ren)(ren)(ren)士、企業(ye)(ye)(ye)家(jia)和(he)(he)(he)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)愛(ai)好(hao)者代表參加(jia)。管(guan)(guan)(guan)理(li)機(ji)(ji)構的(de)(de)(de)(de)(de)(de)(de)主要(yao)(yao)(yao)(yao)職能(neng)(neng)包括:審(shen)(shen)議(yi)和(he)(he)(he)批(pi)準(zhun)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)發(fa)(fa)(fa)展(zhan)(zhan)戰略規(gui)(gui)劃(hua)(hua);提出(chu)(chu)相(xiang)(xiang)關(guan)(guan)政(zheng)(zheng)(zheng)策(ce)建(jian)(jian)(jian)議(yi)交由市(shi)(shi)(shi)(shi)(shi)政(zheng)(zheng)(zheng)府(fu)和(he)(he)(he)市(shi)(shi)(shi)(shi)(shi)人(ren)(ren)(ren)(ren)(ren)大(da)(da)審(shen)(shen)議(yi);協(xie)調教(jiao)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)局(ju)、文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)局(ju)、財(cai)政(zheng)(zheng)(zheng)局(ju)等相(xiang)(xiang)關(guan)(guan)部(bu)門(men)(men)(men)的(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)系(xi);審(shen)(shen)議(yi)和(he)(he)(he)批(pi)準(zhun)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)發(fa)(fa)(fa)展(zhan)(zhan)過程(cheng)中(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)重(zhong)要(yao)(yao)(yao)(yao)節(jie)日和(he)(he)(he)活(huo)(huo)動(dong)(dong)(dong);審(shen)(shen)議(yi)和(he)(he)(he)批(pi)準(zhun)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)發(fa)(fa)(fa)展(zhan)(zhan)過程(cheng)中(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)所需(xu)資(zi)金(jin)和(he)(he)(he)人(ren)(ren)(ren)(ren)(ren)員(yuan)編(bian)制;監督(du)和(he)(he)(he)檢查城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)發(fa)(fa)(fa)展(zhan)(zhan)各(ge)(ge)項(xiang)工作(zuo)(zuo)(zuo)(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)落(luo)實情況。城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)塑造(zao)(zao)離不(bu)開(kai)(kai)(kai)專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)人(ren)(ren)(ren)(ren)(ren)才(cai)的(de)(de)(de)(de)(de)(de)(de)培(pei)(pei)(pei)(pei)養(yang)。首先(xian)，以高(gao)校(xiao)(xiao)(xiao)(xiao)為(wei)依(yi)托培(pei)(pei)(pei)(pei)養(yang)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)管(guan)(guan)(guan)理(li)專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)人(ren)(ren)(ren)(ren)(ren)才(cai)。一(yi)方(fang)(fang)面，在(zai)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)院校(xiao)(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)管(guan)(guan)(guan)理(li)專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)設(she)(she)置體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)管(guan)(guan)(guan)理(li)方(fang)(fang)向，或(huo)在(zai)財(cai)經(jing)(jing)(jing)類(lei)大(da)(da)學(xue)開(kai)(kai)(kai)設(she)(she)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)管(guan)(guan)(guan)理(li)類(lei)課程(cheng)。其(qi)(qi)次(ci)，通(tong)過中(zhong)(zhong)、短期培(pei)(pei)(pei)(pei)訓(xun)培(pei)(pei)(pei)(pei)養(yang)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)管(guan)(guan)(guan)理(li)專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)人(ren)(ren)(ren)(ren)(ren)才(cai)。可依(yi)托高(gao)校(xiao)(xiao)(xiao)(xiao)設(she)(she)立城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)管(guan)(guan)(guan)理(li)人(ren)(ren)(ren)(ren)(ren)才(cai)培(pei)(pei)(pei)(pei)訓(xun)中(zhong)(zhong)心(xin)，中(zhong)(zhong)心(xin)負責(ze)業(ye)(ye)(ye)務培(pei)(pei)(pei)(pei)訓(xun)和(he)(he)(he)資(zi)格認定工作(zuo)(zuo)(zuo)(zuo)(zuo)，經(jing)(jing)(jing)考核合(he)格后(hou)，持證上崗(gang)。培(pei)(pei)(pei)(pei)訓(xun)內(nei)(nei)容(rong)主要(yao)(yao)(yao)(yao)是根據(ju)項(xiang)目特(te)點，注重(zhong)管(guan)(guan)(guan)理(li)實踐(jian)技(ji)能(neng)(neng)的(de)(de)(de)(de)(de)(de)(de)培(pei)(pei)(pei)(pei)養(yang)。最后(hou)，實施(shi)(shi)“引進(jin)來(lai)、走出(chu)(chu)去”的(de)(de)(de)(de)(de)(de)(de)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)管(guan)(guan)(guan)理(li)專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)人(ren)(ren)(ren)(ren)(ren)才(cai)培(pei)(pei)(pei)(pei)養(yang)戰略。一(yi)方(fang)(fang)面，從(cong)國內(nei)(nei)外體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)建(jian)(jian)(jian)設(she)(she)發(fa)(fa)(fa)達(da)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)高(gao)薪(xin)聘(pin)請專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)人(ren)(ren)(ren)(ren)(ren)才(cai)到本(ben)地指導(dao)、或(huo)從(cong)事(shi)相(xiang)(xiang)關(guan)(guan)工作(zuo)(zuo)(zuo)(zuo)(zuo)，傳(chuan)播先(xian)進(jin)的(de)(de)(de)(de)(de)(de)(de)管(guan)(guan)(guan)理(li)經(jing)(jing)(jing)驗;另一(yi)方(fang)(fang)面，派遣部(bu)分人(ren)(ren)(ren)(ren)(ren)員(yuan)到國內(nei)(nei)外體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)建(jian)(jian)(jian)設(she)(she)發(fa)(fa)(fa)達(da)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)進(jin)行學(xue)習，加(jia)強城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)管(guan)(guan)(guan)理(li)的(de)(de)(de)(de)(de)(de)(de)交流與合(he)作(zuo)(zuo)(zuo)(zuo)(zuo)，推動(dong)(dong)(dong)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)。首先(xian)，要(yao)(yao)(yao)(yao)對城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)進(jin)行深入(ru)研究，如(ru)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)本(ben)質特(te)征(zheng)和(he)(he)(he)外在(zai)表現(xian)形式、城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)與城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)系(xi)等。其(qi)(qi)次(ci)，體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)部(bu)門(men)(men)(men)要(yao)(yao)(yao)(yao)聯合(he)相(xiang)(xiang)關(guan)(guan)部(bu)門(men)(men)(men)和(he)(he)(he)媒體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)共同策(ce)劃(hua)(hua)，精心(xin)打造(zao)(zao)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)節(jie)。文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)節(jie)不(bu)僅要(yao)(yao)(yao)(yao)選擇合(he)適(shi)的(de)(de)(de)(de)(de)(de)(de)時(shi)機(ji)(ji)，而且要(yao)(yao)(yao)(yao)內(nei)(nei)容(rong)豐富、形式各(ge)(ge)樣。利用(yong)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)節(jie)為(wei)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)建(jian)(jian)(jian)設(she)(she)造(zao)(zao)勢，使(shi)其(qi)(qi)成(cheng)為(wei)日常(chang)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)宣傳(chuan)和(he)(he)(he)重(zhong)要(yao)(yao)(yao)(yao)節(jie)日宣傳(chuan)有(you)機(ji)(ji)結(jie)合(he)的(de)(de)(de)(de)(de)(de)(de)典范，成(cheng)為(wei)與市(shi)(shi)(shi)(shi)(shi)民建(jian)(jian)(jian)立信息溝通(tong)與交流平臺的(de)(de)(de)(de)(de)(de)(de)重(zhong)要(yao)(yao)(yao)(yao)手段。最后(hou)，要(yao)(yao)(yao)(yao)強化(hua)(hua)(hua)城(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)傳(chuan)播。可以考慮(lv)以下措施(shi)(shi):評(ping)(ping)選體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)學(xue)校(xiao)(xiao)(xiao)(xiao);評(ping)(ping)選體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)經(jing)(jing)(jing)營(ying)場所;評(ping)(ping)選體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)贊(zan)助企業(ye)(ye)(ye);評(ping)(ping)選在(zai)普及體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)中(zhong)(zhong)做出(chu)(chu)貢獻(xian)的(de)(de)(de)(de)(de)(de)(de)先(xian)進(jin)個人(ren)(ren)(ren)(ren)(ren)和(he)(he)(he)集體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti);計劃(hua)(hua)出(chu)(chu)版體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)運(yun)(yun)(yun)動(dong)(dong)(dong)普及讀(du)物和(he)(he)(he)專(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)書籍或(huo)人(ren)(ren)(ren)(ren)(ren)物傳(chuan)記;拍攝世界冠(guan)軍(jun)的(de)(de)(de)(de)(de)(de)(de)專(zhuan)(zhuan)(zhuan)題片或(huo)電視(shi)劇;報(bao)紙或(huo)電視(shi)設(she)(she)置體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)專(zhuan)(zhuan)(zhuan)欄或(huo)專(zhuan)(zhuan)(zhuan)題節(jie)目;定期發(fa)(fa)(fa)行內(nei)(nei)部(bu)刊物;不(bu)定期開(kai)(kai)(kai)展(zhan)(zhan)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)(ti)育(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)(yu)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)論壇活(huo)(huo)動(dong)(dong)(dong)等。

隨(sui)著(zhu)城(cheng)(cheng)市(shi)(shi)(shi)現(xian)代化進程的(de)不斷加快，城(cheng)(cheng)市(shi)(shi)(shi)體(ti)育(yu)品(pin)牌(pai)作(zuo)為(wei)一(yi)種“軟(ruan)實(shi)力”，在(zai)城(cheng)(cheng)市(shi)(shi)(shi)的(de)建(jian)設和(he)發(fa)(fa)(fa)(fa)展中(zhong)發(fa)(fa)(fa)(fa)揮著(zhu)舉足輕(qing)重的(de)作(zuo)用(yong)。城(cheng)(cheng)市(shi)(shi)(shi)體(ti)育(yu)品(pin)牌(pai)塑(su)造是一(yi)個系統(tong)工程，需要將城(cheng)(cheng)市(shi)(shi)(shi)體(ti)育(yu)品(pin)牌(pai)塑(su)造的(de)各(ge)個環節融入到(dao)城(cheng)(cheng)市(shi)(shi)(shi)建(jian)設和(he)發(fa)(fa)(fa)(fa)展之中(zhong)，在(zai)城(cheng)(cheng)市(shi)(shi)(shi)品(pin)牌(pai)塑(su)造思想的(de)統(tong)一(yi)指導下，實(shi)事求是，因地制(zhi)宜，與時俱進，著(zhu)眼于(yu)城(cheng)(cheng)市(shi)(shi)(shi)未來的(de)發(fa)(fa)(fa)(fa)展，對各(ge)相(xiang)關部門進行協調安排，使城(cheng)(cheng)市(shi)(shi)(shi)體(ti)育(yu)品(pin)牌(pai)的(de)塑(su)造能真正(zheng)對城(cheng)(cheng)市(shi)(shi)(shi)發(fa)(fa)(fa)(fa)展產生(sheng)積(ji)極的(de)推動作(zuo)用(yong)。

本文作者(zhe)：陳(chen)華(hua)何云玉工作單位：廣州體(ti)(ti)育(yu)學院休閑(xian)體(ti)(ti)育(yu)與管理系

摘要：在競爭激烈(lie)的中國汽車市場，榮(rong)威作為自(zi)主(zhu)(zhu)品(pin)牌(pai)(pai)汽車新軍短時期內(nei)擁有了(le)良好的品(pin)牌(pai)(pai)知名度和美(mei)譽(yu)度。通過對(dui)榮(rong)威的廣告(gao)營銷手(shou)段以及品(pin)牌(pai)(pai)形象(xiang)(xiang)塑造(zao)(zao)的分析，對(dui)自(zi)主(zhu)(zhu)品(pin)牌(pai)(pai)汽車品(pin)牌(pai)(pai)形象(xiang)(xiang)塑造(zao)(zao)具有一定借鑒意義。

關鍵(jian)詞：品牌；廣告；營銷

1榮威的歷(li)史淵源與標志釋義(yi)

上汽(qi)(qi)(qi)榮(rong)威(wei)的(de)(de)(de)淵源有(you)(you)著不同尋常的(de)(de)(de)歷(li)史，具體可以(yi)(yi)追(zhui)朔到(dao)具有(you)(you)百年(nian)歷(li)史的(de)(de)(de)英國(guo)豪華汽(qi)(qi)(qi)車品(pin)牌(pai)(pai)——羅(luo)孚(fu)汽(qi)(qi)(qi)車（Rover），其用戶曾包(bao)括英國(guo)女王(wang)、英國(guo)首(shou)相等顯赫任務。20世紀70年(nian)代后，羅(luo)孚(fu)汽(qi)(qi)(qi)車受(shou)到(dao)英國(guo)經濟(ji)政策的(de)(de)(de)影(ying)響(xiang)走下坡路。2004年(nian)6月16日，上汽(qi)(qi)(qi)收(shou)購了羅(luo)孚(fu)25、75車型和全系列發動機的(de)(de)(de)知識(shi)產權(quan)，為上汽(qi)(qi)(qi)榮(rong)威(wei)的(de)(de)(de)誕生奠定(ding)了基礎。但上汽(qi)(qi)(qi)股份在爭購羅(luo)孚(fu)品(pin)牌(pai)(pai)失敗(bai)給福特后，便決定(ding)打(da)造(zao)一(yi)個(ge)全新(xin)(xin)的(de)(de)(de)屬于中國(guo)人的(de)(de)(de)中高(gao)端品(pin)牌(pai)(pai)。上海(hai)汽(qi)(qi)(qi)車（集團）股份有(you)(you)限公(gong)司（以(yi)(yi)下簡稱“上汽(qi)(qi)(qi)股份”）正(zheng)式對外(wai)宣布，其自(zi)主品(pin)牌(pai)(pai)定(ding)名(ming)為“榮(rong)威(wei)（Roewe）”，取意“創(chuang)(chuang)新(xin)(xin)殊榮(rong)、威(wei)儀(yi)四海(hai)”。榮(rong)威(wei)的(de)(de)(de)品(pin)牌(pai)(pai)口號為“創(chuang)(chuang)新(xin)(xin)傳塑經典”，表達了上汽(qi)(qi)(qi)以(yi)(yi)國(guo)際(ji)化的(de)(de)(de)視野、創(chuang)(chuang)新(xin)(xin)的(de)(de)(de)理念傳承國(guo)際(ji)汽(qi)(qi)(qi)車的(de)(de)(de)先進技(ji)術，打(da)造(zao)國(guo)際(ji)品(pin)牌(pai)(pai)新(xin)(xin)經典的(de)(de)(de)決心(xin)和信心(xin)。

榮(rong)威(wei)的(de)(de)(de)LOGO設計(ji)，也(ye)是(shi)遵循“創(chuang)新(xin)(xin)傳(chuan)塑經典(dian)(dian)”的(de)(de)(de)原(yuan)則，ROEWE從文(wen)字識(shi)(shi)別(bie)、語言識(shi)(shi)別(bie)中都可以看到對ROVER的(de)(de)(de)繼承，同時其標志外觀在(zai)相似性(xing)的(de)(de)(de)基礎(chu)上又(you)有所(suo)創(chuang)新(xin)(xin)，色(se)(se)彩依舊采(cai)用(yong)了ROVER商(shang)標中的(de)(de)(de)紅色(se)(se)、黑(hei)色(se)(se)與金色(se)(se)，盡顯莊(zhuang)嚴與尊貴。站立(li)的(de)(de)(de)中國獅與華表的(de)(de)(de)造型中西結合，打破中國獅子坐立(li)的(de)(de)(de)傳(chuan)統(tong)，暗寓了榮(rong)威(wei)的(de)(de)(de)品(pin)牌(pai)理念(nian)(nian)不僅(jin)僅(jin)傳(chuan)承英倫汽車(che)(che)文(wen)化(hua)，更蘊涵(han)著上汽敢于創(chuang)新(xin)(xin)的(de)(de)(de)精神，即堅(jian)持(chi)傳(chuan)統(tong)汽車(che)(che)核(he)心價(jia)值，堅(jian)守經典(dian)(dian)汽車(che)(che)設計(ji)理念(nian)(nian)，以創(chuang)新(xin)(xin)科技品(pin)質(zhi)滿足及(ji)超越消費(fei)者的(de)(de)(de)需求。就像其所(suo)宣(xuan)傳(chuan)的(de)(de)(de)“世界為我所(suo)用(yong)，創(chuang)新(xin)(xin)傳(chuan)塑經典(dian)(dian)”。

榮(rong)威（Roewe）品牌(pai)(pai)定(ding)位于中高端市(shi)場，其目標客戶是有知(zhi)識、有修養，事業發展成功，勇于創新突破，積極(ji)向上，追求品味的(de)消費者。榮(rong)威品牌(pai)(pai)將(jiang)為消費者創造出優雅尊貴、自(zi)信進(jin)取且富有內涵的(de)品牌(pai)(pai)體(ti)驗(yan)。

內容摘要:針對我國房(fang)地(di)產(chan)(chan)新政(zheng)實(shi)施后很多開發商(shang)紛紛投資休閑(xian)房(fang)地(di)產(chan)(chan)的(de)現象(xiang),文章(zhang)指出:隨著休閑(xian)時代的(de)來臨,人們對休閑(xian)房(fang)地(di)產(chan)(chan)的(de)需(xu)求將會增(zeng)大,休閑(xian)房(fang)地(di)產(chan)(chan)品牌建(jian)設也就成(cheng)為(wei)企業應該考慮并(bing)且予以重視的(de)問題(ti)。本文針對休閑(xian)房(fang)地(di)產(chan)(chan)品牌建(jian)設存(cun)在的(de)問題(ti),提出幾(ji)點具有實(shi)踐意義的(de)品牌建(jian)設思路和措施。

關鍵詞:休閑(xian)地產研究

休(xiu)閑(xian)(xian)房(fang)地(di)產(chan)(chan)(chan)開發是橫跨房(fang)地(di)產(chan)(chan)(chan)行業和旅游行業并對多種社會資(zi)源高效整合的(de)(de)一個新興投資(zi)領域(yu),其價值隨著消費市場(chang)的(de)(de)不斷發展(zhan)與成熟日益凸顯。一批有遠見的(de)(de)開發商介入到了休(xiu)閑(xian)(xian)房(fang)地(di)產(chan)(chan)(chan)的(de)(de)行業中來(lai),使各類(lei)以休(xiu)閑(xian)(xian)度假服務為(wei)目地(di)的(de)(de)房(fang)地(di)產(chan)(chan)(chan)項目發展(zhan)欣欣向榮。

休閑房地(di)產與旅游地(di)產

旅(lv)(lv)游(you)(you)(you)房地產主要是針對(dui)第二(er)居(ju)所而言,其主要功能就是休(xiu)(xiu)閑(xian),而旅(lv)(lv)游(you)(you)(you)是休(xiu)(xiu)閑(xian)的重要組成,休(xiu)(xiu)閑(xian)可以對(dui)應各(ge)(ge)種各(ge)(ge)樣的市場需求。如果(guo)單純強調旅(lv)(lv)游(you)(you)(you),實際上做的又不(bu)是專門(men)針對(dui)旅(lv)(lv)游(you)(you)(you)者(zhe)的事情,自(zi)相矛盾,會給實際操作帶來(lai)很(hen)多不(bu)確定性。因而,休(xiu)(xiu)閑(xian)房地產不(bu)僅(jin)僅(jin)是給旅(lv)(lv)游(you)(you)(you)者(zhe)使(shi)用(yong)的,而是針對(dui)于(yu)休(xiu)(xiu)閑(xian)市場。要符合(he)這個產業發展的現狀,我們應當強化休(xiu)(xiu)閑(xian)房地產的概念,進而促使(shi)休(xiu)(xiu)閑(xian)房地產產業更加健(jian)康(kang)的發展。

休閑房地產品牌建設存在的問題

一、服務的共性

（一）服(fu)務的無(wu)形性

服務(wu)沒有具體(ti)的(de)(de)(de)形狀(zhuang)，不(bu)(bu)占據(ju)一定的(de)(de)(de)空(kong)間，它不(bu)(bu)是(shi)由感性物(wu)質組成的(de)(de)(de)，并且服務(wu)效果(guo)也(ye)是(shi)不(bu)(bu)可(ke)事先(xian)知曉的(de)(de)(de)。比如一次航(hang)空(kong)旅行，在你(ni)(ni)(ni)(ni)登(deng)上(shang)飛機之(zhi)前，你(ni)(ni)(ni)(ni)是(shi)感受不(bu)(bu)到它的(de)(de)(de)，它可(ke)以(yi)說是(shi)“看不(bu)(bu)見、摸不(bu)(bu)著(zhu)”的(de)(de)(de)，只有當你(ni)(ni)(ni)(ni)登(deng)上(shang)飛機，開始你(ni)(ni)(ni)(ni)的(de)(de)(de)旅程時，你(ni)(ni)(ni)(ni)才能實(shi)實(shi)在在地感受到機組人員的(de)(de)(de)服務(wu)。無形性是(shi)服務(wu)同實(shi)物(wu)產品(pin)最(zui)根本的(de)(de)(de)區別。

（二）生產與消費的不可分離性

有形產(chan)品(pin)(pin)從生(sheng)產(chan)、流通(tong)到最終消費(fei)，具有一(yi)定的(de)時(shi)間(jian)間(jian)隔。而服務(wu)的(de)生(sheng)產(chan)、流通(tong)和(he)消費(fei)是緊(jin)密銜接在(zai)(zai)一(yi)起的(de)。二(er)者在(zai)(zai)時(shi)間(jian)上是不(bu)可分割的(de)，生(sheng)產(chan)的(de)過程(cheng)(cheng)即消費(fei)的(de)過程(cheng)(cheng)。比如(ru)在(zai)(zai)一(yi)次旅游活(huo)動(dong)中(zhong)，旅游產(chan)品(pin)(pin)的(de)生(sheng)產(chan)過程(cheng)(cheng)，也就是你(ni)參與旅游活(huo)動(dong)的(de)過程(cheng)(cheng)。

（三）服務(wu)的異質性

1.定位

定位(wei)，中(zhong)山大學教授(shou)中(zhong)國(guo)營(ying)銷研(yan)究(jiu)中(zhong)心CMC主任盧(lu)泰(tai)宏(hong)說："要想在(zai)激烈(lie)競爭的(de)今天，能夠(gou)堅(jian)實的(de)把收視率牢牢的(de)占據在(zai)自(zi)己(ji)的(de)陣地上，我們(men)就不(bu)能不(bu)在(zai)節目的(de)制作過(guo)程中(zhong)不(bu)斷的(de)審視"定位(wei)"的(de)重要性。"

（1）定位要(yao)準--名牌欄(lan)目的生存之需

一個欄(lan)目要想進(jin)行準確的(de)定位，就需要確定自(zi)己所辦欄(lan)目的(de)風(feng)格，一定要及時的(de)把握電視(shi)市場(chang)的(de)風(feng)向(xiang)標(biao)，確實的(de)知(zhi)曉電視(shi)受(shou)眾的(de)各種需求。

市(shi)場定(ding)位，一個(ge)電視欄目(mu)開辦的(de)目(mu)標，是僅(jin)僅(jin)以社(she)會效益為目(mu)的(de)，還(huan)是以經濟效益為目(mu)的(de)，或是要(yao)達到這兩者并舉呢？很顯然(ran)，就要(yao)對電視臺所開辦的(de)欄目(mu)進行市(shi)場定(ding)位，尋找兩種效益的(de)契機點，謀求二者合得之利。

觀眾(zhong)定位(wei)，"電(dian)視也最顯著的(de)(de)(de)(de)(de)(de)特點(dian)是(shi)觀眾(zhong)的(de)(de)(de)(de)(de)(de)市場(chang)越來月細分，而且將目標(biao)受(shou)(shou)(shou)眾(zhong)定位(wei)于’人口統計學(xue)意義上的(de)(de)(de)(de)(de)(de)群(qun)(qun)落。"顧(gu)客是(shi)商品的(de)(de)(de)(de)(de)(de)上帝。那么在電(dian)視市場(chang)里，就(jiu)可以(yi)說，受(shou)(shou)(shou)眾(zhong)是(shi)電(dian)視欄(lan)(lan)目的(de)(de)(de)(de)(de)(de)上帝。開辦一個電(dian)視欄(lan)(lan)目，就(jiu)要有明確的(de)(de)(de)(de)(de)(de)受(shou)(shou)(shou)眾(zhong)定位(wei)，辦欄(lan)(lan)目者受(shou)(shou)(shou)眾(zhong)群(qun)(qun)體進行細致的(de)(de)(de)(de)(de)(de)調查，根(gen)據他們的(de)(de)(de)(de)(de)(de)職(zhi)業、年齡、性別、文(wen)化程度、收入水平、興趣愛好、觀賞口味(wei)等進行市場(chang)細分化，從而確定出(chu)準確的(de)(de)(de)(de)(de)(de)受(shou)(shou)(shou)眾(zhong)群(qun)(qun)。