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品牌打造需要有主体、目标、行动方案。“中关村”这一品牌的规划与打造,其主体具有多元性,政府的参与不可或缺。北京提出“北京创造”和“北京服务”的战略构想,已有七八个年头。然而,时至今日,如何将这种构想变成可操作的方案,似乎仍未找到合适的着力点。“北京创造”战略的基石从品牌打造的角度,“北京创造”既不是产品品牌也不是组织层面的品牌,它本身属于地理或城市品牌。这一品牌的打造,需要考虑城市品牌打造的共同规律,同时要考虑“创造”
Brand building needs the main body, goals, action programs. “Zhongguancun ” the planning and construction of this brand, its main body is pluralistic, the government participation is indispensable. Beijing has put forward its strategic vision of “creating Beijing” and “Beijing Service” for seven or eight years. However, it seems that no suitable focus has been found yet on how to turn this idea into a workable one. “Beijing to create ” the cornerstone of the strategy From the perspective of brand building, “Beijing to create ” is neither a product brand nor an organizational level brand, which itself belongs to the geographical or city brand. The creation of this brand, you need to consider the common law of urban brands to create, taking into account “create ”