浅析城市品牌形成的定义

I. Trunina, O. Usanova, A. Chumakova
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引用次数: 1

摘要

目的。本文对“城市品牌”概念的主要定义进行了思考和分析。给出了创建城市品牌的主要原因,其中主要有:竞争加剧、城市城市化、旅游业的发展、自治和地方财政。分析了城市品牌与城市身份的关系。提出了衡量城市认同强弱和地方认同程度的主要参数。方法。可以确定的是,尽管有了大量的科学发展,但关于“城市品牌”定义的理论内容和城市品牌组成部分的形成的问题仍然存在争议。为了进行更详细的分析,克列门丘克市被占领。该市工业和经济潜力雄厚,其特点是重工业发展水平高,工业、产业和活动种类繁多。工业在克列门丘克市的发展中起着重要作用。该市的主导产业有:炼油化工、采矿、机械工程、食品和照明。结果。在研究过程中,考虑了城市品牌的概念。这项研究揭示了它在我们的生活中扮演着多么重要的角色。考虑到品牌和城市身份之间的差异。创意。研究了品牌的功能和品牌推广的目标。这是确定的,形成一个最佳的组织为营销地区的发展可以让你创造一个积极的领土形象,确保其吸引力(投资和旅游);更有效地利用其内部潜力,由于信任当局作为主要载体的领土的积极形象;制定和实施一套一致的市场策略,以促进区域的社会经济发展。实用价值。进一步研究的前景是评估形成该地区品牌的经济潜力(以克雷门丘克市为例)。分析了在克列门丘克市正在实施的主要任务和活动,以及在创造高质量和有效的克列门丘克谵妄的道路上可以有效的活动。
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ANALYSIS OF THE DEFINITION OF CITY BRAND FORMATION
Purpose. The article considers and analyzes the main definitions of the concept of «City brand». The main reasons that explain the need to create a city brand are given, among which the main ones are: increased competition, urbanization of cities, development of Tourism, self-government and local financing. The relationship between the city's brand and its identity is analyzed. The main parameters that measure the strength and weakness of the city's identity and the level of local identity to one degree or another are presented. Methodology. It is determined that despite a significant number of scientific developments, questions about the theoretical content of the definition of «City brand» and the formation of components of the city brand remain debatable. For a more detailed analysis, the city of Kremenchuk was taken. This city has a strong industrial and economic potential, which is characterized by a high level of development of heavy industry and a variety of industries, industries and activities. Industry plays an important role in the development of the city of Kremenchuk. The leading industries of the city are: oil refining and chemical, mining, Mechanical Engineering, Food and light. Results. In the course of the research, the concept of the city brand was considered. The study revealed what an important role it plays in our lives. The differences between the brand and the city's identity were considered. Originality. The functions of the brand and the goals of its promotion are investigated. It is established that the formation of an optimal organization for the development of marketing Territories allows you to create a positive image of the territory, ensure its attractiveness (investment and tourism); more efficiently use its internal potential due to trust in the authorities as the main carrier of a positive image of the territory; develop and implement a consistent marketing strategy for the socio-economic development of the territory. Practical value. The prospects for further research are to assess the economic potential for forming the territory's brand (using the example of the city of Kremenchuk). The main tasks and activities that are being implemented in the city of Kremenchuk, and which can be effective on the way to creating a high-quality and effective delirium of Kremenchuk, are analyzed.
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