%0 Journal Article
%T 城市转型中的营销策略——广州亚运营销解读<br/>The Marketing Strategy of Urban Transformation——An Interpretation of the Guangzhou Asian Games Marketing
%A 周兆晴
%A 刘志超
%A 张小娟
%J Modern Marketing
%P 1-6
%@ 2160-7370
%D 2011
%I Hans Publishing
%R 10.12677/mom.2011.11001
%X 借力2010年亚运会，广州实施了“蓄谋已久”的城市营销，取得良好效果：通过亚运开幕式，传播了广州的城市品牌；通过亚运规划与建设，推动了广州的城市转型；通过地域文化资源评估，重新塑造了广州的城市文化；通过巧妙的财务运筹，取得了较好的经济与社会效益。<br />
Drawing support from the 2010 Asian Games, Guangzhou has implemented its plan of city marketing. As a result, the city brand of Guangzhou is spread through the opening ceremony of the Asian Games; the urban transformation of Guangzhou is promoted through the planning and construction of the Asian Games; the urban culture of Guangzhou is reshaped through the research of local culture resource; favorable economic and social benefits are achieved through skillful financial logistics.
%K 广州；亚运营销；城市转型；城市营销<br/>Guangzhou
%K the Asian Games marketing
%K urban transformation
%K city marketing
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=98