A study of comparative West and East city brand marketing development strategy

• Main Authors: chang Li, 張利
• Other Authors: james
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/03814183680206504027

碩士 === 國立屏東商業技術學院 === 不動產經營系(所) === 100 === City marketing has become a behavior to flourish at this stage, the city home, the familiarity of living than non-local tourists and local visitors a clear understanding of the local character of the city, many countries have made the behavior of city marketing.Europe and North America is a region of the earlier development of urban marketing. Today, many Eastern countries also began marketing their city, and even city brand shape, however, due to the difference of the historical background and humanistic culture of the East and West, the East and West are different from the views of the city brand implementation strategy is also widely divergent. Therefore, this study aims to compare the different urban development of brand marketing strategy in the East and West, and to clarify the characteristics of the cities of the East and West brand development. In this study, the PEST method, the PEST method is a city brand analysis of the East and West by the political, economic, social, economic and four dimensions, with the hexagonal index. Finally, the same comparison between the two different points, the data is secondary data . The study found that the need to brand recognition of Dubai (Dubai), New York (New York) the lack of a wide range of brand behavior, Hong Kong (Hong Kong) and Stockholm (Stockholm) has a clear and accurate branding strategy, but Hong Kong (Hong Kong) brand too commercial situation, contrast Stockholm (Stockholm) is more successful, better known but well-known Hong Kong (Hong Kong).