标题:
城市转型中的营销策略——广州亚运营销解读The Marketing Strategy of Urban Transformation——An Interpretation of the Guangzhou Asian Games Marketing
作者:
周兆晴, 刘志超, 张小娟
关键字:
广州, 亚运营销, 城市转型, 城市营销Guangzhou; the Asian Games marketing; urban transformation; city marketing
期刊名称:
《Modern Marketing》, Vol.1 No.1, 2011-05-25
摘要:
借力2010年亚运会，广州实施了“蓄谋已久”的城市营销，取得良好效果：通过亚运开幕式，传播了广州的城市品牌；通过亚运规划与建设，推动了广州的城市转型；通过地域文化资源评估，重新塑造了广州的城市文化；通过巧妙的财务运筹，取得了较好的经济与社会效益。
Drawing support from the 2010 Asian Games, Guangzhou has implemented its plan of city marketing. As a result, the city brand of Guangzhou is spread through the opening ceremony of the Asian Games; the urban transformation of Guangzhou is promoted through the planning and construction of the Asian Games; the urban culture of Guangzhou is reshaped through the research of local culture resource; favorable economic and social benefits are achieved through skillful financial logistics.