多维整合理论_基于品牌组合理论的城市形象多维塑造与整合传播研究--以重庆为例...

Brand Portfolio Theory-based Multi-dimensions Building and Integrated Spreading of Urban Image: A Case of Chongqing

LIU Jinping

1

刘进平(1979-)：女，四川荣县人，重庆文理学院品牌科学研究所副研究员，从事品牌管理研究

ZHANG Yi

1

张燚(1971-)：男，四川威远人，重庆文理学院品牌科学研究所教授、博士，从事品牌与消费行为研究

ZHANG Rui

1

张锐(1976-)，男，四川威远人，重庆文理学院品牌科学研究所副所长、副教授，从事品牌管理研究

1、Institute of Brand Sciences, Chongqing University of Arts and Sciences, Chongqing, 402160

Abstract：Urban brand is the system which is made up of the overall brands, partial brands, description of brands, and hygiene factors. In order to achieve the synergies between the various building activities and maintain the relativity of the brands images factors, it must carry through brands combination management, and create continually the branded difference and vitality points. In this paper, taking Chongqing as an example, and drawing on the David's brand portfolio theory, it discuss the multi-dimensional building and integrated spreading strategy of Chongqing brand from many aspects, including the brands portfolio relationships patterns, relativities of portfolio brand, differences and vitalities points of portfolio brand, and brand portfolio managements.