【摘要】 定位是城市品牌建设的关键,定位理论主张占领客户心智、寻找细分领域第一。基于定位理论,分析发现革命老区四川省达州市城市品牌建设存在定位不清、内涵挖掘不足等问题。根据革命老区达州社会经济的特点,提出达州城市品牌建设四部曲:占领心智,精准定位;内涵挖掘,深度阐述;聚焦核心产业,培育核心产品;硬件塑形,软件铸魂。在此基础上,建议达州城市品牌建设采取"再定位"和产业聚焦策略,指出达州城市品牌从培育产品品牌出发,逐步演进到产业品牌、城市品牌的品牌成长逻辑。更多还原

【Abstract】 Positioning is the key point of city brand building. Positioning theory advocates winning customers’ hearts and minds, and occupying the first place in the niche market. Based on this theory, I locate through analysis the problems of unclear positioning and insufficient tapping of potentialities in the city brand building of Dazhou prefecture, an old revolutionary base in Sichuan province. Based on Dazhou prefectural social and economic development, I propose four solutions to Dazhou’s city brand building: to win hearts and minds and position precisely; to tap the potentialities and make in-depth interpretations; to focus on core industries and develop key products; to develop hardware and software aspects simultaneously. Then, it is suggested Dazhou should adopt a"re-positioning"and industrial-focus strategy in her city brand building project, and follow a brand development logic of product brand to industrial brand and to city brand.更多还原