地区形象营销理论研究述评

Research Commentary on the Theory of Regional Image Marketing

中文关键词:  地区形象  地区营销  营销战略  理论评述

英文关键词:regional image  regional marketing  marketing strategy  theory commentary

中文摘要:

      国内外对于地区形象营销的理论研究已由地区形象设计研究演变为地区形象营销战略研究,但至今尚未构建起较成熟的概念体系和理论框架。当前迫切需要将国内外两个视角和各个学科、多个角度相结合来系统探讨地区形象营销问题,以期形成一个完整的地区形象营销理论体系。

英文摘要:

      The theoretic research on regional image marketing has developed from regional image designation to regional image marketing strategy domestically and internationally.However,it has not yet built a set of relatively mature concept systems and theoretical framework currently.It is an urgent need now to explore systematically the regional image marketing problem from both domestic and internaitonal perspectives combining different disciplines and various aspects in order to form a complete theoretic system of regional image marketing strategy.