人格化营销赋能城市文旅发展路径研究
Research on the Development Path of Urban Cultural Tourism Empowered by Personalization Marketing

在当前文旅融合背景下，城市营销逐渐从传统的宣传模式向更具创新性和情感共鸣的人格化营销转变。结合品牌人格化理论，定义人格化营销为一种新型的营销策略，即通过赋予城市独特的人格特质，使城市形象更加生动、立体，从而增强游客的认知和记忆。通过案例分析法对哈尔滨进行剖析，研究结果显示人格化营销在城市文旅发展中具有显著的效果，通过精心策划的内容和传播策略，城市能够塑造出鲜明、独特的人格特质，从而吸引更多游客的关注和喜爱。同时，通过路径研究得出群众共创、迎合需求、避免同质、媒介赋能、电商助力等五个维度能够有效推动城市人格化营销的发展。
Under the current background of cultural and tourism integration, city marketing is gradually changing from traditional publicity mode to more innovative and emotionally resonant personality marketing. Combined with the theory of brand personality, personality marketing is defined as a new type of marketing strategy, i.e., by giving the city unique personality traits, the city image becomes more vivid and three-dimensional, thus enhancing the cognition and memory of tourists. By analyzing Harbin through the case study method, the research results show that personality marketing has a significant effect in the development of urban culture and tourism, through the carefully planned content and communication strategy, the city can shape a distinctive and unique personality traits, so as to attract more tourists’ attention and love. At the same time, through the path research, we have constructed five dimensions such as mass co-creation, catering to demand, avoiding homogeneity, media empowerment, and e-commerce assistance, which can effectively promote the development of urban personality marketing.