在中国城市化进程日趋加快的今天,一个城市要想获得可持续发展,就必须

像经营品牌一样经营这座城市,使得这座城市沿着品牌化方向发展。如何打造烟

台城市品牌,提高烟台市的城市竞争力,并带动区域周边经济圈内的其他城市共

同发展,是一个值得研究的问题。

本论文主要以企业管理、企业战略管理、市场营销学等相关理论为依据,运

用SWOT分析、比较分析、案例分析等方法同时结合城市规划对城市品牌的作用,

通过分析烟台市城市品牌环境、影响烟台城市品牌发展因素、相关城市品牌发展

战略的实践及启示等,提出对烟台城市品牌的综合定位为高新科技宜居城市,城

市品牌建设应遵循科学的城市规划布局、主打蓝色经济产业、发展特色文化和文

化创新,并提出对城市品牌进行价值评估和管理同样是品牌发展战略一部分,建

议烟台成立专门的城市品牌管理组织,以人为本,对烟台城市品牌进行管理。同

时提出了烟台城市品牌战略实施的保障措施与政策建议。

关键词:烟台;城市品牌;战略;城市规划

Abstract

In today's world increasingly intensified urbanization, a city in

order to get sustainable development must I ike operating brand operating

the c i ty to makes the c i ty a I ong the d i rect i on of brand deve I opment . How

to i mprove the compet i t i veness of Yanta i c i ty and how to promote the common

development of the regional economic circle around other cities is a

problem worthy of study.

The paper based on the theory of corporate management, corporate

strategy management, marketing and other, using SWOT analysis,

comparative analysis, case studies combined with urban planning on the

the city brand's role, through the analysis of Yantai City brand

environment factors affect Yantai city brand development and related

urban brand development strategy practice and enlightenment proposed

Yarvtai urban brand positioning for the high-tech I ivable city, the city

brand bui Iding should scientific urban planning layout; Major development

b I ue economy; deveIopment characteri st i cs and cuIture and cuIturaI

innovation; proposed urban brand valuation and management of the same

brand deveIopment strategic part, it is recommended to set up a special

city brand management organization in Yantai Gity, people-oriented,

Yantai city brand management. Safeguards and policy recommendations for

the implementation of the strategy of Yantai city brand.

KEY WORDS: yantai, urban brand, strategy, urban planning