ꆡퟜ뗚139웚돇쫐컊쳢2007쓪뗚2웚ꆡꆲ컄헂뇠뫅ꆳꆡ1002-2031(2007)02-0083-03돇쫐릵춨닟싔뗄SHARP쒣탍벰퓋폃믆붭쯉ꆡ싀튻쇖ꆡꆡꆲ햪ꆡ튪ꆳꆡ돇쫐릵춨쫇쳡룟돇쫐횪쏻뛈뫍쏀폾뛈뗄튻룶폐킧뗄돇쫐펪쿺닟싔ꆣ돇쫐릵춨닟싔뗄SHARP쒣탍,벴쿺쫛듙뷸닟싔ꆢ훘듳쫂볾닟싔ꆢ맣룦릵춨닟싔ꆢ릫맘릵춨닟싔폫죋풱릵춨닟싔,펦룃퓚돇쫐릵춨훐뗃떽ퟛ뫏샻폃ꆣꆲ맘볼듊ꆳꆡ돇쫐펪쿺;돇쫐릵춨;돇쫐뚨캻ꆲ훐춼럖샠뫅ꆳꆡC931ꆡꆡꆡꆡꆲ컄쿗뇪쪶싫ꆳꆡAꆡꆡ캪쇋컼틽룼뛠뗄럇컯훊튪쯘닎폫돇쫐뺭볃뗄랢햹,쳡짽돇쫐뺺헹폅쫆,돇쫐돽쇋볓잿ퟔ짭뗄붨짨뫍맜샭췢,뮹튪쿔쪾웤뛀쳘뗄탎쿳뫍솦,틔뇣퓚훚뛠뗄뺺헹뛔쫖훐캪죋쏇쯹죝틗쪶뇰뫍죏뿉ꆣ퓚훚뛠뗄뿉틔듙뷸돇쫐랢햹뗄럇컯훊튪쯘떱훐,돇쫐릵춨쫇쳡룟돇쫐횪쏻뛈뫍쏀폾뛈뗄튻룶쪮럖폐킧뗄펪쿺닟싔ꆣꆡꆡ튻ꆡ돇쫐릵춨닟싔뗄SHARP쒣탍돇쫐릵춨닟싔뗄SHARP쒣탍쇏살풴:훐맺죋쏱듳톧짌톧풺2006뷬쮶쪿퇐뺿짺듞떤ꆡꆡ돇쫐릵춨뗄쒿뇪쫇쪵쿖웤폫돇쫐쿖폐쒿뇪맋뗄싛컄:ꆶ듓뚨캻샭싛뷇뛈뾴돇쫐펪쿺ꆪꆪꆪ틔뾪럢쫐캪뻟쳥퇐뿍ꆢ잱퓚쒿뇪맋뿍뗄폐킧릵춨,쫷솢돇쫐뗄솼뫃탎뺿뛔쿳ꆷꆣ쿳,컼틽룷훖폅쫆풴쿲놾돇쫐벯훐ꆣ쫐뎡펪쿺훐릵춨쫖뛎뷏뛠,떫뇈뷏쫊뫏돇쫐펪쿺뗄훷튪폐틔쿂뛔쿳뮮럖뿉틔럖캪:컥훖ꆪꆪꆪ헫뛔춶짌뗄쿺쫛듙뷸,벴헫뛔살놾뗘쟸,벴:쿺쫛듙뷸닟싔(SalesPromotion)ꆢ훘듳쫂볾닟싔(HeavyEvent)ꆢ맣룦릵춨닟싔(Advertisement)ꆢ춶냬웳튵ꆢ삩듳퓚놾뗘쟸뗄춶맦쒣믲냯훺놾뗘릫맘릵춨닟싔(Re쟸뷸탐헐짌틽뗄뿍짌뛸훆뚨뫍룸폨뗄벤샸듫쪩벰lationship)ꆢ죋풱릵춨닟싔(Peo2ple),볲돆SHARP쒣탍ꆣ쯼쏇뗄쿠뮥맘쾵죧쿂ꆣ폅믝헾닟ꆣ1.쿺쫛듙뷸닟싔ꆪꆪꆪ헫뛔돇쫐헾뢮뗄쿺쫛듙뷸,벴캪쇋뗷뚯돇돇쫐펪쿺뗄쿺쫛듙뷸닟싔훷튪쫇횸헾뢮쯹닉좡쫐헾뢮뺭펪뫍펪쿺돇쫐뗄믽벫탔,틽랢늿쏅횮볤ꆢ쿘뗄헫뛔룷샠닎폫훷쳥뗄벤샸듫쪩뫍헾닟쫖뛎,웤내쟸횮볤솼탔뺺헹뛸훆뚨뫍닉좡뗄벤샸듫쪩ꆣꆡꆡꆲퟷ헟볲뷩ꆳꆡ믆붭쯉(1970ꆪ),얮,뫾놱커몺죋,쫗뚼짧믡랢햹뺭볃퇐뺿쯹뢱퇐뺿풱,쯹뎤훺샭,늩쪿,퇐뺿랽쿲캪돇쫐맜샭ꆢ돇쫐펪쿺;싀튻쇖(1952ꆪ),얮,쯄뒨죋,뺭볃톧늩쪿,훐맺죋쏱듳톧짌톧풺뷌쫚,늩쪿퇐뺿짺떼쪦,훐맺룟뗈풺킣쫐뎡톧퇐뺿믡쏘쫩뎤,퇐뺿랽쿲캪쫐뎡펪쿺톧ꆣꆲ쫕룥죕웚ꆳꆡ2006-10-27ꆲ탞믘죕웚ꆳꆡ2006-12-20돇쫐맜샭ꆤ83ꆤ' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
ꆶ돇쫐컊쳢ꆷ2007쓪뗚2웚돇쫐릵춨닟싔뗄SHARP쒣탍벰퓋폃ꆪꆪꆪ헫뛔돇쫐웳튵뫍쫐쏱뗄쿺쫛듙뷸,벴캪쇋튪뗄돇쫐릵춨쫖뛎ꆣ맄샸뫍틽떼놾뗘웳튵뫍쫐쏱믽벫닎폫돇쫐뺭펪뫍탻틔맣룦퓚췾몣돇쫐랢햹쯹웰떽뗄훘튪ퟷ폃캪뒫믮뚯뛸닉좡뗄벤샸헾닟ꆢ뷌폽랢뚯ꆢ샭싛폕떼뗈듫샽,1999쓪4퓂,췾몣뻍뾪쪼퓚훐퇫뗧쫓첨듲돶탎쪩ꆣ쿳맣룦,웤훐튻뻤ꆰ죧뷱헢샯쫇쫀뷧짏ퟮ쫊뫏죋샠돇쫐펪쿺뗄쿺쫛듙뷸닟싔훷튪캧죆돇쫐뚨캻살뻓힡뗄랶샽돇쫐ꆱ뗄맣룦폯,죃컞쫽죋캪횮탄틇ꆣ햹뾪ꆣ죧맻룃훖닟싔뒫뗝뗄탅쾢퓓싒,좱랦뫋탄,믲2000쓪탂쓪틁쪼,훐퇫뗧쫓첨돶쿖쇋튻뛎쏻캪ꆰ삥헟폫돇쫐뚨캻돥춻,탻뒫뻍믡쫇컞폃뗄ꆣ횻폐벯훐쏷쳬쳬쫇뒺쳬ꆱ뗄맣룦ꆣ듋뫳틽살훚뛠뗄럂킧헟,잿뮯돇쫐퓚쒿뇪맋뿍탄훐뗄룶탔탎쿳,룃훖닟싔닅쟠떺ꆢ퇌첨ꆢ듳솬ꆢ훩몣ꆢ커몺ꆢ틸뒨뗈쫐뚼럗럗퓚훐쫇돉릦뗄ꆣ샽죧,짏몣뗄뒫춳뚨캻뻍쫇컒맺쟡릤튵퇫뗧쫓첨ퟶ돇쫐욷없탻뒫ꆣ뻝퇫쫓뗷닩릫쮾쳡릩뗄뺭볃훐탄,쓇룶쪱뫲쳡웰짏몣뗄쟡릤튵닺욷,죋쏇붻튻ퟩ뗧쫓맣룦볠닢쫽뻝쿔쪾:퓚2002쓪4퓂24죕뿚돆퓞ꆣ떫퓚룄룯뾪럅탂뗄랢햹쪱웚,쳘뇰쫇퓚퇫쫓맺볊첨ퟜ릲능돶뗄81룶맣룦훐,웤훐뻍폐14APEC믡틩헙뾪횮뫳,짏몣뗄돇쫐뚨캻쿲ꆰ맺볊탔룶쫇돇쫐탎쿳탻뒫맣룦[2]ꆣ뺭볃ꆢ뷰죚훐탄돇쫐ꆱ,캪듋,짏몣쫐돶첨쇋튻쾵쇐4.릫맘릵춨닟싔쿠맘뗄헐짌틽ꆢ컼틽죋닅뗄폅믝듙뷸듫쪩,틔놾릫릲맘쾵쫇튻훖춨맽믱좡폐샻뗄릫훚폟싛,살쟳랢햹,틔죋닅탋돇쫐ꆣ짏몣쫐퓚ꆶ맘폚뷸튻늽럾붨솢솼뫃뗄릫훚탎쿳,뒦샭믲ퟨ횹늻샻튥퇔ꆢ쿻쾢폫컱좫맺삩듳뛔쓚뾪럅뗄죴룉헾닟틢볻ꆷ훐,퓶볓쇋쫂볾뗄뒫능,틔붨솢폫릫훚솼뫃맘쾵뗄펪쿺믮뚯ꆣ쫊펦훐맺죫쫀뫳탂탎쫆뗄쓚죝,맣틽룷뗘춶헟뫍쯼쫇튻훖틔뎤웚쒿뇪캪훷뗄볤뷓릵춨쫖뛎ꆣ뒴탂탍죋닅ꆣ1997쓪뗗,퇇훞뷰죚캣믺퓚몫맺뗄쯁얰듯떽룟2.훘듳쫂볾릵춨닟싔럥ꆣ몫맺ퟜ춳뷰듳훐죏캪,몫맺헽퓢쫜튻뎡벫뻟웆죧뷱,훘듳쫂볾풽살풽쫜떽죋쏇뗄훘쫓ꆣ틔냂뮵솦뗄춶탅탄캣믺ꆣ퓚맺볊쎽쳥훐,몫맺놻쏨쫶퓋믡캪샽,퓧웚뗄냂퓋믡뛔뻙냬돇쫐살쮵늢럇쫇튻캪튻룶뛔췢맺춶헟돤싺쏱ퟥ뗐쫓쟩탷뗄맺볒ꆣ볾쫜틦뗄쫂쟩,쿠랴,뮹믡듸살돁훘뗄뺭볃뢺떣,헢1998쓪2퓂,몫맺뷰죚폫뺭볃늿울쟫맺볊릫릲맘쾵떼훂쇋벸뫵쎻폐튻룶돇쫐풸틢돐냬1984쓪뗄냂퓋릫쮾BM살냯훺몫맺얤늻샻뗄쎽쳥탎쿳ꆣBM닉믡ꆣ좻뛸쫂쟩뗄헛잡잡랢짺퓚헢듎냂퓋믡짏,싥좡쇋쿂쇐듫쪩:웤튻,엠통룟벶헾뢮맙풱,쳡룟쯻쏇즼냂퓋믡튻룄췹죕뗄맙냬쒣쪽,뇤캪틔쮽죋릫쮾폫췢뷧릵춨뗄쓜솦;웤뛾,쎿튻룶헾뢮늿쏅붨솢뛔췢캪훷쳥뗄돐냬쒣쪽ꆣퟔ듋뫳,냂퓋믡돉캪뿉틔ꆰ헵탻뒫뗄믺릹;웤죽,BM폫쎽쳥쏜쟐뫏ퟷ,낲업닉럃,잮ꆱ뗄훘듳주쫂,평듋듸살쇋듋뫳냂퓋믡짪냬돇쫐쳡릩탅쾢,뚨웚뻙탐폐맺췢쎽쳥닎볓뗄탂컅랢늼믡;쫽솿뗄늻뛏퓶볓뫍뺺헹뗄죕쟷벤쇒ꆣ웤쯄,캪늿뎤뒴퓬퇝쮵믺믡,늢킴붲룥,틔놣횤붻뫢솿훘듳쫂볾폐컥쳵뇪ힼ,틀듎캪:뗚튻,쫂볾쇷뗄솬맡탔;웤컥,뒴냬뾯컯,늢별쯍훘튪뗄릫훚ퟩ뗄뛀쳘탔;뗚뛾,탨튪듳솿춶;뗚죽,펰쿬돇쫐돖탸횯ꆣ헽쫇뗃틦폚헢킩폐킧듫쪩,맺볊짏폐맘몫맺뗄뗄뇤;뗚쯄,쓜컼틽듳솿폎뿍;뗚컥,쓜컼틽맺볊쎽놨뗀랢짺쇋쏷쿔뇤뮯ꆣꆶ싥즼쪱놨ꆷ퓚1998쓪11쳥놨뗀ꆣ벴퇔,뺡맜훘듳쫂볾놾짭뗄ꆰ듳ꆱ뫜훘튪,퓂놨뗀:ꆰ듓쏀맺뗄뷇뛈살뾴,몫맺튻횱쫇룶뫃냱떫웤ꆰ훘듳탔ꆱ룼쳥쿖퓚쫂볾뛔돇쫐뗄짮풶펰쿬랽퇹ꆣ퇇훞웤쯻맺볒퓲늻쫇ꆣ몫맺틑뷓쫜쇋맺볊믵뇒쏦ꆣ쿠뛔폚돇쫐랢햹샺쪷살쮵,죎뫎훘듳쫂볾랢짺믹뷰ퟩ횯뗄튩랽,벴쪹헢튻튩랽뮹듦퓚죴룉컊쳢,떫뗄쪱볤뚼뷏뛌,뇈죧쫀늩믡뷶캪냫쓪ퟳ폒,냂퓋믡ꆢ쫇,쯼틑뾪쪼뷸탐룄룯ꆱ[3]ꆣ퇇퓋믡퓲캪웚솽훜,죧맻냼삨잰쏦뗄ힼ놸맽돌,듳풼돇쫐릫릲맘쾵릵춨튻냣냼삨솽룶랽쏦:튻쫇뷸튲뻍5쓪쪱볤ꆣ평듋뿉볻,훘듳쫂볾붫퓚뛌쪱볤쓚탐탻뒫탔릫맘,벴샻폃놨횽ꆢ퓓횾ꆢ맣능ꆢ뗧쫓ꆢ뮥솪웰떽쳡짽돇쫐뺺헹솦뗄ퟷ폃;뛸뛔폚헻룶돇쫐쾵춳췸뗈룷훖뒫능쎽뷩,닉좡킴탂컅룥ꆢ훆ퟷ탂컅욬뫍살쮵,훘듳쫂볾붫돉캪뛌쪱볤쓚쳡짽돇쫐뺺헹솦뗄쳢삸쒿ꆢ붨헾뢮췸햾뗈탎쪽,쿲짧믡룷뷧뒫능탅튻쳵훘튪뷝뺶,짵훁뿉틔놻폷캪ꆰ뿉폫19쫀볍릤튵쾢,틔탎돉뛔돇쫐폐샻뗄짧믡폟싛ꆣ탻뒫탔릫맘늻룯쏼쿠뇈뗄랢뚯믺ꆱ[1]ꆣ쫇맣룦,폫맣룦뇈뷏,쯼뻟폐돉놾뗍ꆢ뿉탅뛈룟뗄폅3.맣룦릵춨닟싔쫆ꆣ뛾쫇뷸탐헷톯탔릫맘,춨맽뾪춨쫐뎤뗧뮰ꆢ쫐뎤맣룦쫇튻훖뻟폐룟뛈릫릲탔뗄탅쾢붻쇷탎쪽뫍탅쿤ꆢ룷헾뢮늿쏅뗄죈쿟뗧뮰,뷸탐쏱틢뗷닩,뻙냬맣랺탔뗄탅쾢쎽뷩,릫릲탔ꆢ맣랺탔뻶뚨쇋맣룦쫇훘탅쾢붻쇷믡뗈믮뚯,훰늽붨솢웰뿉횱뷓폫쿻럑헟릵ꆤ84ꆤ돇쫐맜샭' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
ꆶ돇쫐컊쳢ꆷ2007쓪뗚2웚돇쫐릵춨닟싔뗄SHARP쒣탍벰퓋폃춨뗄탅쾢췸싧,쫕벯쿻럑헟뗄틢볻ꆢ붨틩ꆣ쓚췢폎뿍,퓲펦훘뗣탻뒫놱뺩뗄싃폎뺰맛ꆢ럾컱쮮ힼ5.죋풱릵춨닟싔뫍짨쪩,컼틽쯻쏇떽놱뺩맛맢싃폎ꆢ듓쫂짌컱믮뚯;죋풱,쳘뇰쫇훘튪죋풱퓚돇쫐릵춨훐뻟폐훘튪뛔웳튵,퓲펦훘뗣탻뒫놱뺩뗄닺튵뮷뺳뫍닺튵헾닟,ퟷ폃ꆣ돇쫐릵춨죋풱튻냣뿉틔럖캪쯄샠:튻샠쫇돇컼틽쯻쏇떽놱뺩춶;뗈뗈ꆣ쫐펰쫓뷧ꆢ쳥폽뷧ꆢ웳튵뷧ꆢ뿆벼뷧ꆢ헾뷧뗈짧믡룷뷧뗄횪쏻죋쪿ꆣ뇈죧,붹풣슻,헢튻쇬떼룉늿뗄쒣랶탎ꆡꆡ죽ꆡ뷡폯쿳쳡룟쇋삼뾼쿘뗄횪쏻뛈;몣뛻뚭쫂뻖훷쾯ꆢCEO헅죰쏴듙쿺쇋쟠떺;쏀맺NBA듯삭쮹킡얣뛓죃죋쏇ꆡꆡ짏쫶컥훖릵춨닟싔룷폐쳘뗣,탨튪뷡뫏돇쫐펪횪뗀쇋듯삭쮹돇ꆣ뛾샠쫇돇쫐헾뢮늿쏅뗄쇬떼뫍릤쿺뗄닺욷ꆢ쒿뇪맋뿍ꆢ쒿뇪뗈틲쯘,닉좡늻춬뗄ퟩ뫏ퟷ죋풱,쯻쏇퓚뷓볻뿍짌,럾컱폚룷샠웳튵ꆢ싃폎헟닟싔ꆣ횻폐뛔웤쇩믮퓋폃ꆢ뿆톧듮엤,닅쓜폃ퟮ킡뗄뫍쫐쏱뗄맽돌훐,퓚폃ퟔ벺뗄폯퇔뫍탐캪듙쿺ퟅ돇춶듯떽ퟮ병뗄릵춨킧맻ꆣ쫐ꆣ죽샠쫇돇쫐뗧쫓ꆢ놨횽ꆢ퓓횾ꆢ맣능뗈쎽쳥뗄릤ퟷ죋풱,쯻쏇뗄릤ퟷ뻍쫇볓잿헾뢮폫돇쫐쒿뇪맋뿍ꆾAbstractꆿꆡThispapersuggeststhatcitycommunication뗄릵춨ꆣ쯄샠쫇돇쫐럾컱튵듓튵죋풱,쯻쏇뗄럾컱isaneffectivecitymarketingstrategyforenhancingcityfame첬뛈ꆢ럾컱훊솿벫듳뗘펰쿬ퟅ쒿뇪맋뿍뛔돇쫐뗄펡쿳ꆣ듓룼맣랺뗄뷇뛈살뾴,튻룶돇쫐뗄ꆰ듙쿺풱ꆱ냼communicationwhichincludessalespromotion,crucialevent삨돇쫐룷탐룷튵뗄웳튵ퟩ횯뫍좫쳥쫐쏱strategy,advertisement,relationship,andpersonnelcommuni2,틲듋,돇쫐펪쿺튪쫷솢좫풱펪쿺뗄샭쓮ꆣ.ꆾKeywordsꆿꆡcitymarketing;citycommunication;cityꆡꆡ뛾ꆡ돇쫐릵춨닟싔뗄퓋폃positioningꆡꆡ닎뾼컄쿗1.튪듓쿖ힴ돶랢돇쫐릵춨닟싔튪듓돇쫐랢햹폫붨짨뗄쿖ힴ돶[1]ꆡ랢,2002,늻쓜ퟷ뿤듳뫍늻쪵탻뒫ꆣ럱퓲,늻뷶웰늻떽쳡짽돇쫐뺺헹솦뗄ퟷ폃,랴뛸믡붫돇쫐뗄좱뗣톸쯙웘맢ꆣ[2]ꆡ믆뺰쟥.돇쫐펪쿺100.몣쳬돶냦짧,2003:132-133뻝놨뗀[3]ꆡ뿆쳘샕.뿆쳘샕뾴훐맺폫퇇훞.몣쓏돶냦짧,2002:264-266,튻캻쓏랽쒳듳톧뗄뇏튵짺튻뛈퓸틲췾몣뗄뗧쫓맣룦,쏎쿫떽췾몣좥랢햹,떫쪵뗘뾼달뫳좴랢쿖,헢샯퇏훘좱쮮,샫틋뻓돇쫐뗄탻뒫쿠닮짵풶ꆣ죧듋,췾몣룸헢캻듳톧짺뗄펡쿳뻍뿉쿫뛸횪쇋ꆣ2.캧죆돇쫐뚨캻릵춨닟싔ퟮ횱뷓뗄ퟷ폃퓚폚뒫뗝탅쾢,쒿뇪맋뿍횻폐퓚뛔돇쫐닺욷횪쿾뗄믹뒡짏닅쓜뛔돇쫐닺짺뫃룐뷸뛸훒돏ꆣ릵춨닟싔쫇붫돇쫐뚨캻뗄탅쾢뒫뗝룸쒿뇪맋뿍뗄튻훖ퟮ폐킧ꆢퟮ횱맛뗄펪쿺쫖뛎,늢쟒릵춨붫뷸튻늽잿뮯돇쫐퓚쒿뇪맋뿍탄쒿훐뗄룶탔탎쿳ꆣ죧맻돇쫐릵춨닟싔뒫뗝뗄탅쾢퓓싒,좱랦뫋탄,믲헟폫돇쫐뚨캻돥춻,뚼쫇컞킧뗄탻뒫,짵훁믡웰랴ퟷ폃ꆣ3.헫뛔늻춬뗄쒿뇪쫐뎡훆뚨릵춨닟싔쒿뇪쫐뎡늻춬,믱좡탅쾢뗄쫖뛎ꆢힷ쟳뗄샻틦튲늻춬,쯹틔,릵춨닟싔튪뷨훺늻춬뗄쫖뛎,뒫능늻춬뗄쯟쟳뗣ꆣ틔놱뺩캪샽,뛔놾쫐뻓쏱,펦훘뗣탻뒫놱뺩뗄샺쪷ꆢ뒫춳컄뮯ꆢ쏱볤릤틕뗈,틔퓶뷸뻓쏱뛔놱뺩뗄쇋뷢,쪵쿖놱뺩쳘즫퓚죋폫죋횮볤뗄뒫돐;뛔맺(퓰죎뇠벭:마열량)돇쫐맜샭ꆤ85ꆤ' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
