摘要
城市营销是当今城市在激烈的全球市场中赢得竞争的重要策略。文章首先分析了城市营销视野下事件与城市形象的地位及作用,认为发挥节事的积极效应是促进城市营销的有效途径。接着探讨了节事对于城市形象的正面影响,即节事参与城市形象的标识,促进城市形象的传播,转变城市的消极形象;同时分析了节事对于城市形象的负面影响。最后探讨了如何借助节事促进城市理念识别、城市视觉识别与城市行为识别,塑造个性鲜明的城市形象。
City marketing provides a good vehicle to strengthen city in competition. Developing the effect of FSEs is an effective approach to enhancing the city marketing. The positive impact of FSEs could identify city image, promote transmission of city image, and reverse negative image of city. The unique image of city could be identified by association, vision and civic activities concerned with FSEs.
出处
《建筑学报》
北大核心
2006年第7期5-7,共3页
Architectural Journal
关键词
事件
节事
城市营销
城市形象
城市形象识别系统
Events, Festivals and special events （FSEs）, City marketing,. City image, City Identity System
