營銷(xiao)(xiao)(xiao)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)的(de)(de)(de)(de)整(zheng)(zheng)合(he)是(shi)(shi)營銷(xiao)(xiao)(xiao)主體(ti)對(dui)(dui)環境變(bian)化的(de)(de)(de)(de)適(shi)(shi)應，同(tong)樣(yang)，城(cheng)(cheng)市(shi)(shi)在(zai)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)過程(cheng)中(zhong)，傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)營銷(xiao)(xiao)(xiao)工具(ju)的(de)(de)(de)(de)整(zheng)(zheng)合(he)與協同(tong)至關(guan)重(zhong)要(yao)。這里所謂的(de)(de)(de)(de)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)營銷(xiao)(xiao)(xiao)工具(ju)則包括城(cheng)(cheng)市(shi)(shi)廣(guang)告(gao)、政(zheng)府(fu)公關(guan)、旅游推廣(guang)、城(cheng)(cheng)市(shi)(shi)博覽、媒介(jie)事(shi)件(jian)等(deng)(deng)等(deng)(deng)，用科學的(de)(de)(de)(de)方(fang)法對(dui)(dui)其(qi)加以系統的(de)(de)(de)(de)整(zheng)(zheng)合(he)，協同(tong)使用。城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)與溝通，涉及廣(guang)告(gao)、公共(gong)關(guan)系、直銷(xiao)(xiao)(xiao)、銷(xiao)(xiao)(xiao)售促(cu)進(jin)(jin)、人(ren)員推銷(xiao)(xiao)(xiao)等(deng)(deng)多種(zhong)推廣(guang)手段，其(qi)中(zhong)也(ye)包括主題(ti)口(kou)號、歌曲、體(ti)育賽事(shi)、大(da)型活動、品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)形象大(da)使等(deng)(deng)常用的(de)(de)(de)(de)溝通工具(ju)。城(cheng)(cheng)市(shi)(shi)在(zai)進(jin)(jin)行城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)時，可以借鑒工商企業品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)的(de)(de)(de)(de)手段，如品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)延伸、品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)聯合(he)、事(shi)件(jian)營銷(xiao)(xiao)(xiao)等(deng)(deng)多種(zhong)方(fang)式。沒(mei)有哪種(zhong)方(fang)式更好，最(zui)重(zhong)要(yao)的(de)(de)(de)(de)是(shi)(shi)看(kan)哪種(zhong)方(fang)式更適(shi)(shi)合(he)，而且在(zai)實踐中(zhong)經(jing)常是(shi)(shi)多種(zhong)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)方(fang)式綜合(he)使用。余明陽將城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)整(zheng)(zheng)合(he)營銷(xiao)(xiao)(xiao)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)分(fen)為城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)對(dui)(dui)內傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)和(he)城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)對(dui)(dui)外(wai)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)，提出對(dui)(dui)內傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)的(de)(de)(de)(de)目標(biao)就(jiu)是(shi)(shi)將本市(shi)(shi)的(de)(de)(de)(de)發(fa)展方(fang)向、城(cheng)(cheng)市(shi)(shi)精神、價(jia)值觀、行為規范、法規政(zheng)策等(deng)(deng)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)給(gei)全體(ti)市(shi)(shi)民，以增強(qiang)市(shi)(shi)民的(de)(de)(de)(de)認同(tong)感(gan)，促(cu)進(jin)(jin)市(shi)(shi)民對(dui)(dui)城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)建設的(de)(de)(de)(de)參與度；對(dui)(dui)外(wai)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)的(de)(de)(de)(de)目標(biao)是(shi)(shi)促(cu)使優秀人(ren)才(cai)、投資(zi)者(zhe)、旅游者(zhe)、外(wai)來者(zhe)、*政(zheng)府(fu)或地方(fang)政(zheng)府(fu)對(dui)(dui)城(cheng)(cheng)市(shi)(shi)形成從知名到完(wan)整(zheng)(zheng)認知、造(zao)就(jiu)期望的(de)(de)(de)(de)聯想、產生(sheng)城(cheng)(cheng)市(shi)(shi)偏好、累積強(qiang)化城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)拉力(li)、提升原有的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)體(ti)驗、進(jin)(jin)而達到城(cheng)(cheng)市(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)塑造(zao)的(de)(de)(de)(de)目標(biao)。
城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)來源于(yu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)本(ben)身(shen)。我(wo)們可以(yi)從兩(liang)個(ge)(ge)方面來理解：其(qi)一(yi)(yi)(yi)，市(shi)(shi)(shi)(shi)(shi)民(min)和(he)(he)觀(guan)(guan)者(zhe)的(de)(de)(de)(de)(de)(de)(de)活(huo)動空(kong)間是(shi)比較狹窄的(de)(de)(de)(de)(de)(de)(de)，更多(duo)的(de)(de)(de)(de)(de)(de)(de)是(shi)從電視(shi)、報紙等(deng)傳(chuan)播(bo)媒體中(zhong)獲(huo)得城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)信息。其(qi)二，城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)之所(suo)以(yi)可以(yi)幫(bang)助城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)取得競爭(zheng)的(de)(de)(de)(de)(de)(de)(de)優勢，其(qi)根本(ben)原因在(zai)于(yu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)能夠在(zai)現(xian)代社會傳(chuan)播(bo)過剩和(he)(he)注意(yi)力經(jing)(jing)濟繁榮的(de)(de)(de)(de)(de)(de)(de)背景(jing)下(xia)，極大地提高傳(chuan)播(bo)效率(lv)，降低聚集資(zi)源的(de)(de)(de)(de)(de)(de)(de)成本(ben)，節省公眾時間，規避投資(zi)者(zhe)的(de)(de)(de)(de)(de)(de)(de)風險。對(dui)(dui)于(yu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)，首(shou)先(xian)就是(shi)要為城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)塑造出一(yi)(yi)(yi)個(ge)(ge)特別(bie)之處。這個(ge)(ge)特別(bie)之處，會通(tong)(tong)過各種(zhong)方式傳(chuan)遞給(gei)市(shi)(shi)(shi)(shi)(shi)民(min)和(he)(he)觀(guan)(guan)者(zhe)，其(qi)中(zhong)還需要一(yi)(yi)(yi)整(zheng)套環(huan)環(huan)相(xiang)扣(kou)的(de)(de)(de)(de)(de)(de)(de)傳(chuan)播(bo)管理機制(zhi)(zhi)，嚴密的(de)(de)(de)(de)(de)(de)(de)媒介計劃及策略實(shi)施等(deng)方面的(de)(de)(de)(de)(de)(de)(de)配(pei)合，讓市(shi)(shi)(shi)(shi)(shi)民(min)和(he)(he)觀(guan)(guan)者(zhe)從認知到體驗。我(wo)們可以(yi)把城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)生成分割(ge)成建(jian)構(gou)和(he)(he)解構(gou)[①]兩(liang)個(ge)(ge)主要過程(cheng)(cheng)。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)建(jian)構(gou)過程(cheng)(cheng)就是(shi)基于(yu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)本(ben)身(shen)的(de)(de)(de)(de)(de)(de)(de)，它(ta)包括城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)特有資(zi)源的(de)(de)(de)(de)(de)(de)(de)形(xing)成及其(qi)在(zai)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)發(fa)展過程(cheng)(cheng)中(zhong)的(de)(de)(de)(de)(de)(de)(de)歷史沉(chen)積(ji)，城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)信息的(de)(de)(de)(de)(de)(de)(de)傳(chuan)播(bo)，城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)形(xing)象(xiang)的(de)(de)(de)(de)(de)(de)(de)人為設計等(deng)等(deng)。在(zai)這個(ge)(ge)過程(cheng)(cheng)中(zhong)，我(wo)們通(tong)(tong)過對(dui)(dui)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)符號元(yuan)素、傳(chuan)播(bo)機制(zhi)(zhi)和(he)(he)溝通(tong)(tong)渠道的(de)(de)(de)(de)(de)(de)(de)設計對(dui)(dui)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)賦予(yu)不(bu)同(tong)的(de)(de)(de)(de)(de)(de)(de)情感價值和(he)(he)象(xiang)征意(yi)義，城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)特色、象(xiang)征、識別(bie)都被灌(guan)輸(shu)在(zai)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)之中(zhong)。而城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)解構(gou)過程(cheng)(cheng)是(shi)基于(yu)市(shi)(shi)(shi)(shi)(shi)民(min)和(he)(he)觀(guan)(guan)者(zhe)的(de)(de)(de)(de)(de)(de)(de)，它(ta)是(shi)通(tong)(tong)過城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)生活(huo)和(he)(he)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)體驗來滿(man)足市(shi)(shi)(shi)(shi)(shi)民(min)和(he)(he)觀(guan)(guan)者(zhe)精神需要的(de)(de)(de)(de)(de)(de)(de)實(shi)現(xian)過程(cheng)(cheng)。市(shi)(shi)(shi)(shi)(shi)民(min)和(he)(he)觀(guan)(guan)者(zhe)通(tong)(tong)過對(dui)(dui)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)認知，賦予(yu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)個(ge)(ge)性化的(de)(de)(de)(de)(de)(de)(de)價值和(he)(he)含義，并通(tong)(tong)過特定的(de)(de)(de)(de)(de)(de)(de)心理內涵幫(bang)助他們更好地詮釋(shi)和(he)(he)品(pin)(pin)(pin)(pin)味(wei)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)精神意(yi)義。城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)物(wu)質建(jian)構(gou)與心理解構(gou)相(xiang)融合，加(jia)之市(shi)(shi)(shi)(shi)(shi)民(min)和(he)(he)觀(guan)(guan)者(zhe)心理需求的(de)(de)(de)(de)(de)(de)(de)推動使我(wo)們得到一(yi)(yi)(yi)個(ge)(ge)關于(yu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)傳(chuan)播(bo)機制(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)模型(xing)。真正的(de)(de)(de)(de)(de)(de)(de)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)是(shi)存(cun)在(zai)于(yu)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)受眾（或(huo)利益(yi)(yi)相(xiang)關者(zhe)）的(de)(de)(de)(de)(de)(de)(de)內心和(he)(he)想(xiang)法當中(zhong)，即城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)最終形(xing)成是(shi)由城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)內部利益(yi)(yi)相(xiang)關者(zhe)（如(ru)政(zheng)府、投資(zi)者(zhe)、居住者(zhe)、工作者(zhe)、創(chuang)業者(zhe)和(he)(he)求學(xue)者(zhe)等(deng)）的(de)(de)(de)(de)(de)(de)(de)滿(man)意(yi)度和(he)(he)城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)外部利益(yi)(yi)相(xiang)關者(zhe)（如(ru)旅游者(zhe)、潛(qian)在(zai)的(de)(de)(de)(de)(de)(de)(de)消(xiao)費者(zhe)、經(jing)(jing)濟學(xue)家(jia)、城(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)市(shi)(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)競爭(zheng)者(zhe)、上級(ji)政(zheng)府部門和(he)(he)觀(guan)(guan)者(zhe)等(deng)）的(de)(de)(de)(de)(de)(de)(de)積(ji)極感知所(suo)驅。
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