中国城市营销发展报告.2016：国家战略视野下的城市营销

China City Marketing Development Report is committed to promote research and practice of strategic city marketing development in China.This is the third city marketing research report in China. Trends and prospects of China city marketing development in recent years have been reviewed in the report. Based on the City Marketing Index (CMI) used in our project in 2009 and 2015, this study has formulated a new model, called the Chinese City Brand Development Index (CBDI). CBDI is a quantitative analysis tool including five sub-indicators, namely city cultural brand, city tourism brand, city investment brand, city livable brand, and city marketing communications. The sub-indicators are supported by 68 third class indicators. Based on the CBDI model, we tested and ranked 200 cities in mainland China, and created the annual CBDI report as well as five subject reports, including the City cultural brand development report, the City tourism brand development report, the City investment brand development report, the City livable brand development report, and the City brand communication report.City marketing in the context of national strategy has been discussed as the theme of the China City Marketing Development Report. We focus on several hot topics related to China’s city marketing, such as city marketing in node cities in theYangtze river economic belt and in the“One Road, One Belt”strategy; smart- and digital city marketing; regional collaboration and marketing of JingJinJi (Beijing, Tianjin and Hebei); and the rebranding of Beijing as a Winter Olympics city. The focus is also on the shift from tourism- and destination marketing to city branding; urban color and city branding; cultural and creative industries in city brand activation; etcetera. According to the needs of Chinese city marketing development, we have selected a number of cities and case studies with relevant and interesting experiences in terms of city marketing, such as Toscana (Italy), Gothenburg (Sweden) , Medellin (Colombia) and Hangzhou (China) , Beijing (China).

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