Analysis of Government Acts in Xiamen City Brand Management: Based on the Perspective of City Marketing
On the basis of related theories and researches on city management and city marketing, this paper analyzes and summarizes the index systems that are closely related to government acts in the process of city branding management. Through the analysis of the current status of the acts of Xiamen Municipal Government, this paper brings forward four policy recommendations: 1) To establish a professional city branding management organization consisting of various stakeholders; 2) To bring about the brand positioning with Xiamen Characteristics; 3) The government shall ensure investments in science, education, culture and public health as well as other infrastructural investments, and focus on internal customers of city brand building; 4) To unify city brand images and establish channels for promoting and supervising brand images.
City management City marketing City branding Government acts
ZHAO Dan
School of Public Affairs, Xiamen University, Xiamen City, Fujian Province, 361005
国际会议
贵阳
英文
53-57
2011-12-17（万方平台首次上网日期，不代表论文的发表时间）