On Orientation and Strategic Plan of Chongqing Urban Brand

摘要：

This paper fasdy analyses the present situation,environment and characteristic resource，image orientation and topic activities which it builds urban brand of Chongqing．Then,it gets“three characteristics and nine comparable superiorities．“Three characteristicsare the mountain city,rive’s city and nourishing features．“Nine comparable superioritiesare dress，eating，living，traffic，amusement,shopping，travel,humanities and weather．This paper sugges that the orientation of the Chongqing urban brand is“living metropolisthrough integrating“ three characteristics and nine comparable superiorities．Finally,it explores on building mode of Chongqing urban brand and puts forward strategic plan which urban brand builds．

关键词： urban brand urban brand building urban brand plan urban brand orientation Chongqing

作者: ZHANG Rui ZHANG Yi

作者单位: Institute of Brand Science,Chongqing University of Arts and Sciences,Chongqing,402160

会议类型: 国际会议

会议名称: 2008 Conference on Regional Economy and Sustainable Development(2008区域经济与可持续发展国际学术会议)

会议地点: 济南

会议语种:英文

页码: 1191-1195

在线出版日期: 2008-11-01（万方平台首次上网日期，不代表论文的发表时间）