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1、CHENGDU ON THE WORLD STAGE|FINDING THE ESSENCE OF CHINA國際舞臺上的成都國際舞臺上的成都|找到中國的精髓找到中國的精髓CHENGDU INTL IMAGE STRATEGY|WPPDECEMBER 2009成都國際形象提升策略成都國際形象提升策略|WPPContents Contents 內(nèi)容內(nèi)容背景成都城市發(fā)展愿景成都城市形象定位成都城市形象國際傳播工作任務(wù)成都城市形象國際傳播策略成都城市形象國際公關(guān)策略成都城市形象國際媒體策略2背景：成都城市發(fā)展愿景背景：成都城市發(fā)展愿景Our Vision:Our Vision:“Chengdu wi2、ll become a World-class Garden city”我們的愿景我們的愿景:“成都將成為世界成都將成為世界現(xiàn)代田園現(xiàn)代田園城市城市”新三最城市（5-8年）Worlds Worlds garden garden citycity世界田園城市（20年）World-World-class cityclass cityenter 2enter 2ndnd tiertier世界二級城市（30-50年）3 step long-term development plan:3 step long-term development plan:三階段的長期發(fā)展戰(zhàn)略三階段的長期發(fā)展戰(zhàn)略:背景：成都3、城市形象定位背景：成都城市形象定位典型中國典型中國 西部之心西部之心背景：背景：成都城市形象國際傳播工作任務(wù)成都城市形象國際傳播工作任務(wù)Define Chengdu short-term brand objectives and goalsDefine Chengdu short-term brand objectives and goals為成都的短期城市品牌目標進行定義為成都的短期城市品牌目標進行定義Explain how to build Chengdus image on the international stageExplain how to build Chengdus imag4、e on the international stage為成都如何在國際舞臺打造形象進行詮釋為成都如何在國際舞臺打造形象進行詮釋Plot Image communications for Chengdu in two key areas:Plot Image communications for Chengdu in two key areas:在兩個關(guān)鍵方面進行成都的形象傳播策劃在兩個關(guān)鍵方面進行成都的形象傳播策劃:-Tourism 旅游-Investment 投資Execution and Measurement proposal:Execution team and outline Ex5、ecution and Measurement proposal:Execution team and outline 執(zhí)行和評估提議執(zhí)行和評估提議:執(zhí)行團隊和綱要執(zhí)行團隊和綱要成都城市形象國際傳播成都城市形象國際傳播Our Approach Our Approach 我們的方法我們的方法7Our Unique Thinking Framework:I.D.E.A.S.Our Unique Thinking Framework:I.D.E.A.S.我們獨特的思考框架我們獨特的思考框架:I.D.E.A.S.:I.D.E.A.S.INTERROGATEINTERROGATE 審視審視thebran6、dscontext品牌關(guān)聯(lián)DEFINEDEFINE定義定義thebrandsambition品牌雄心ENERGISEENERGISE激活激活thebrandsaction品牌行動AMPLIFYAMPLIFY擴大擴大thebrandsideas品牌點子SCORESCORE評估評估thebrandsoutcomes品牌收益IDEASINTERROGATE the brands context審視審視 品牌關(guān)聯(lián)9What are the Key ChangesWhat are the Key Changesin the Context of our Brand Today?in the Contex7、t of our Brand Today?今天，在和我們的品牌相關(guān)的領(lǐng)域中，發(fā)生了哪些關(guān)鍵變化？今天，在和我們的品牌相關(guān)的領(lǐng)域中，發(fā)生了哪些關(guān)鍵變化？Brand Brand ChangePointChangePoint Opportunity Opportunity品牌創(chuàng)建的機遇品牌創(chuàng)建的機遇The opportunity change creates reappraisal of how consumers and brands should engage 機遇的改變能夠創(chuàng)造重新評估消費者應(yīng)該如何與品牌進行互動Macro environment 宏觀環(huán)境品牌品類文化成都旅游：接待境外游客基數(shù)8、在全國排名靠后，但增速位列全國第一。說明成都旅游的國際吸引力正在加強。BrandBrand 品牌品牌 數(shù)據(jù)來源：2009年12月3日國家旅游局政策法規(guī)司BrandBrand 品牌品牌 International國際國際Top 3 most symbolic icons for Chengdu(in descending order)前三名最能作為象征成都的符前三名最能作為象征成都的符號號(以遞減順序排以遞減順序排)Giant pandas大熊貓大熊貓 Spirit of Chengdus people after the Sichuan earthquake震后成都人民的精神震后成都人民的精神9、 Dujiangyan and Mount Qingcheng都江堰和青城山都江堰和青城山Top 3 most important reasons to visit Chengdu(in descending order)前三名來成都旅游的最重要原前三名來成都旅游的最重要原因因(以遞減順序排以遞減順序排)Appeal of Chengdus tourist attractions成都旅游景點的吸引力成都旅游景點的吸引力 Supporting the local economy after the Sichuan earthquake地震后地震后,對當?shù)亟?jīng)濟的支持對當?shù)亟?jīng)濟的支持 Afforda10、bility支付能力支付能力Top 3 most interested activities in Chengdu(in descending order)前三名對成都最感興趣的活動前三名對成都最感興趣的活動(以遞減順序排以遞減順序排)Sampling local delicacies品嘗當?shù)孛朗称穱L當?shù)孛朗?Tourist attractions that are undamaged or have been repaired未受損或已修復的旅游景點未受損或已修復的旅游景點 Chengdus Gourmet Festival or other tourist events成都美食節(jié)或者其它旅11、游事件成都美食節(jié)或者其它旅游事件在成都，熊貓最具國際影響力，品嘗當?shù)孛朗呈蔷惩庥慰妥钤敢鈪⒓拥幕顒印?shù)據(jù)來源：2008年P(guān)SB成都震后調(diào)研BrandBrand 品牌品牌 Domestic tourism is showing strong signs of recovery.However,among international audiences,Chengdu remains a far behind Beijing,Shanghai or Xian as a top destination國內(nèi)旅游業(yè)正在積極的恢復，然而在國際游客的首選旅游目的地中，成都仍舊是作為北京、上海或西安等城市之后12、的考慮。Chengdu:From CHINA TRAVEL OPTION CHINA TRAVEL OPTION to MUST SEE PLACEMUST SEE PLACE成都：要從旅游過境地到旅游目的地。Chengdu has justifiable claim to several equities,but they are not known as outstanding experiences.There is a lack of energy in travelers minds surrounding these key strengths that Chengdu shoul13、d be celebrated for including Tea,giant pandas,natural beauty,hotpot,Leshan buddha.在游客心中，成都的很多核心優(yōu)勢并未被世人熟知。而它們確是成都最具吸引力的特點，包括茶,大熊貓,自然美景,火鍋等Chengdu:From STEREOTYSTEREOTYP PICAL ATTRACTION ICAL ATTRACTION to UNIQUE EXPERIENCESUNIQUE EXPERIENCES成都:從毫無新意的毫無新意的旅游吸引物旅游吸引物宣傳宣傳 到獨一無二的獨一無二的旅游旅游體驗體驗推廣推廣Brand 品14、牌品牌Rise of City Brands:Rise of City Brands:城市品牌崛起城市品牌崛起:Globalization has boosted connection and competition among cities,driving a renewed push by cities to differentiate their brands.全球化增進了城市之間的聯(lián)系和競爭，使各個城市開始進行品牌刷新運動，建立區(qū)隔。Cities are digging deeper to leverage unique characteristics and make their c15、ities stand out.The result is an emphasis on unique experiences and emotional branding.城市開始深度挖掘，整合、利用他們獨一無二的資源特征，以使自己脫穎而出。使得各城市開始著力強調(diào)自己的獨特體驗和感性的品牌訴求。From DEPARTMENT OF TOURISM DEPARTMENT OF TOURISM to CITY BRANDSCITY BRANDS從 旅游局單純旅游局單純推廣推廣旅游旅游吸引物吸引物 到 城市利用旅游提升城市品牌城市利用旅游提升城市品牌。Category 品類品類“Tourism D16、ept”“Branded Cities”Community Handbook www.rotterdamworldbrand.rotterdam.nl/ have seen an increased ownershipownership of city brands by its citizensby its citizens.This is driven by a change in cities branding process and strategies.我們注意到城市品牌的打造越來越多的由城市的擁有城市的擁有者者市民市民參與完成的。其中的驅(qū)動因素是城市品牌運動的過程改變及策略改變。F17、rom PLANNING COMMITTEE PLANNING COMMITTEE to MY CITY MY CITY 從 政府政府主導主導城市城市品牌建設(shè)品牌建設(shè) 到 市民主動參與市民主動參與自己城市自己城市品品牌的創(chuàng)建牌的創(chuàng)建Category:City BrandsCategory:City Brands品類品類:城市品牌城市品牌城市品牌運動是全民參與的行動Sustainable tourism:Sustainable tourism:可持續(xù)可持續(xù)的旅游發(fā)展的旅游發(fā)展Eco-tourism is not just a segment within nature tourism.It is18、 part of a larger movement of consumers who are increasingly aware of the impact of their stay,their spending and actions.For destination brands and consumers alike:生態(tài)旅游已經(jīng)成為的一種最重要旅游形式同時，越來的消費者越意識到他們的生活、消費和行動（包括旅游）將會對自然產(chǎn)生的影響。所以，打造生態(tài)旅游品牌，對景區(qū)和游客同樣重要。所以，打造生態(tài)旅游品牌，對景區(qū)和游客同樣重要。From COMMERCIALIZEATION COMMER19、CIALIZEATION to SUSTAINABLE FUTURESUSTAINABLE FUTURE從 注重商業(yè)的短期效應(yīng)注重商業(yè)的短期效應(yīng) 到關(guān)注未來可持續(xù)發(fā)展關(guān)注未來可持續(xù)發(fā)展 Culture 文化文化 Increased role of technology and internet in travel:Consumers are looking to get away from guidebook reviews to find real,user-created and in their opinion more reliable travel reviews.旅游中，互聯(lián)網(wǎng)的地20、位在不斷的增強:消費者不再單純依托官方的旅游指南，而是通過互聯(lián)網(wǎng)搜羅旅游攻略，從而獲得真實的、更值得信賴的旅游訊息。From GUIDEBOOK REVIEWS GUIDEBOOK REVIEWS to PEER TRAVEL TIPSPEER TRAVEL TIPS從 千篇一律的千篇一律的旅游指南旅游指南到 真實的旅游體驗真實的旅游體驗CultureCulture 文化文化The Olympics have passed.China has secured its place in the spotlight.International travelers know via internet21、 that Beijing/Shanghai can be done,and are not completely foreign or mysterious destinations.奧運會之后，中國已經(jīng)成功的獲得了全世界的關(guān)注，國際游客通過因特網(wǎng)了解了北京/上海，不再是異國的或充滿神秘感的地方。Travelers are looking for an authentic experience.Less western and contrived(think less Olympics and less Expo).游客正在尋找一種中國式的真實體驗，而不是那些西化過的、甚至是被包裝過的項目(22、奧運會和世博會).From CHINA TRIP CHINA TRIP to CHINESE EXPERIENCECHINESE EXPERIENCE從 中國之旅中國之旅 到 中國式體驗中國式體驗CultureCulture 文化文化China guide books and packaged tours are becoming known for providing cookie-cutter experiences.Travelers are looking for unique trips that let them explore and experience unique aspe23、cts of the places they visit.中國旅游手冊和旅行團提供的都是千篇一律的介紹.，而游客想要借鑒不同人的旅游體驗為他們在旅游地選擇中獲得經(jīng)驗上的幫助。以完善和豐富自己的旅行線路。From TOUR GROUPISTTOUR GROUPIST to DIY ADVENTURE SEEKERDIY ADVENTURE SEEKER從 按照旅行團旅行團一成不變的線路一成不變的線路 到 自主自主確定個性化的旅行線路確定個性化的旅行線路CultureCulture 文化文化Brand ChangePoint OpportunityBrand ChangePoint Opportu24、nity品牌改變點的機遇品牌改變點的機遇Chengdu is not the first choice for international travelers.Our opportunity is to highlight the authenticityauthenticity and immediacyimmediacy of what Chengdu has to offer to a more energetic group who delights in traveling with their own unique formula.對于國際游客來說，成都不是旅游目的地。我們的機遇是25、強調(diào)成都能夠確實且立刻確實且立刻地為這樣一個更有活力的、更愿意擁有獨特個性行程的群體帶來什么。Tourism Changes Tourism Changes 旅游業(yè)的改變旅游業(yè)的改變從 旅游局單純推廣旅游吸引物 到 城市利用旅游提升城市品牌。從 政府主導城市品牌建設(shè) 到 市民主動參與自己城市品牌的創(chuàng)建從一個旅游過境地擇變?yōu)榉侨ゲ豢傻穆糜文康牡仄放破奉愇幕瘡?旅行團一成不變的線路 到 自主確定個性化的旅行線路真實的中國式體驗自主確定個性化的旅行線路ChangePoint ChangePoint OpportunityOpportunity改變點改變點機遇機遇.Tourism Tourism Ch26、angesChanges旅游業(yè)的改變旅游業(yè)的改變ChangePoint ChangePoint OpportunityOpportunity改變點改變點機遇機遇Investment Investment ChangesChanges投資業(yè)的改變投資業(yè)的改變CD is not the first choice for intl travelers.Our opportunity is to highlight the authenticityauthenticity and immediacyimmediacy of what Chengdu has to offer to a more ene27、rgetic group who delights in traveling with their own unique formula.對于國際游客來說，成都不是旅游目的地。我們的機遇是強調(diào)成都能夠確實立刻確實立刻地為這樣一個更有活力的、更愿意擁有獨特個性的行程的群體帶來什么。Although Chinas economic stimulus will help balance the economy and counter the sharp decline in FDI flow,China cannot depend on domestic demand for the long-te28、rm.盡管中國通過4萬億的投資拉動內(nèi)需的經(jīng)濟刺激有助于平衡經(jīng)濟，沖抵外國直接投資（以及出口）急劇下降對中國經(jīng)濟增長帶來的影響，但中國不能長期依賴于這一經(jīng)濟增長方式。From LOCAL DEMAND LOCAL DEMAND to DEMAND FOR FDI DEMAND FOR FDI 從 拉動內(nèi)需拉動內(nèi)需到 綜合利用國國外外直接投資直接投資。MacroMacro 宏觀宏觀MacroMacro 宏觀宏觀溫家寶在第10屆西博會開幕式上作主旨演講時說，中國政府將把全面提高西部地區(qū)開發(fā)開放水平放在更加突出的戰(zhàn)略地位，努力把西部地區(qū)建設(shè)成為現(xiàn)代產(chǎn)業(yè)發(fā)展的重要集聚區(qū)域、統(tǒng)籌城鄉(xiāng)改革發(fā)展的示范區(qū)域、生29、態(tài)文明建設(shè)的先行區(qū)域，加快構(gòu)建新的經(jīng)濟增長極。中國政府將推動西部地區(qū)與周邊國家的全面合作，歡迎和支持國內(nèi)外有識之士到中國西部投資興業(yè)。資料來源：新華網(wǎng)Aside from earthquake recovery projects,the central government has identified Chengdu as a strategic focus for future development and hub for Southwestern China.災(zāi)后重建、成渝經(jīng)濟區(qū)的規(guī)劃建設(shè)、西部大開發(fā)，使得成都已經(jīng)成為中國中西部的戰(zhàn)略中心。From DEVELOPING MARKET 30、DEVELOPING MARKET to CENTER OF DEVELOPMENTCENTER OF DEVELOPMENT從 發(fā)展中發(fā)展中的西部的西部市場市場 到 發(fā)展發(fā)展中中的的中國中國中心中心BrandBrand 品牌品牌The investment trend in Chengdu is already moving.成都的投資趨勢已經(jīng)顯現(xiàn)。Ma Yuns A signed a contract with the Chengdu Hi-tech Development Zone to establish its west China base in Chengdu,a facilit31、y representing a total investment of$100 million-making it the largest Internet-related project ever to be launched in Sichuan.馬云的阿里巴巴網(wǎng)站與成都高新技術(shù)發(fā)展區(qū)簽署了合約，建立了他在中國西部的基地。總投資達到1億美元，是四川有史以來與因特網(wǎng)相關(guān)最大規(guī)模的工程From FACTORY BASE FACTORY BASE to HI-TECH&HOT MOVERHI-TECH&HOT MOVER從 生產(chǎn)加工生產(chǎn)加工 到 產(chǎn)業(yè)高端與高端產(chǎn)業(yè)的蜂擁而入產(chǎn)業(yè)高端與高端產(chǎn)業(yè)的32、蜂擁而入BrandBrand 品牌品牌成都是國務(wù)院確定的“兩樞紐、三中心”，即：將成都建設(shè)成為西部交通和通信樞紐，西部物流和商貿(mào)中心、金融中心和科技中心。同時，成都也在奮力推進“四基地”的建設(shè)，即：將成都建設(shè)成為中國重要的高新技術(shù)產(chǎn)業(yè)基地、現(xiàn)代制造業(yè)基地、現(xiàn)代服務(wù)業(yè)基地和現(xiàn)代農(nóng)業(yè)基地。BrandBrand 品牌品牌Microfinance is proving to be more than just a trend across the world.Not only in India and Africa,but also in China have policies opened up t33、o allow more local and projects to launch and stimulate sustainable growth.目前小額信貸已經(jīng)不僅僅是一種全球趨勢了。除了印度和非洲，中國也出臺了相關(guān)政策扶持更多的本國項目，來保證國家的可持續(xù)發(fā)展。From DEVELOPMENT FAD DEVELOPMENT FAD to SUSTAINABLE INVESTMENT MODEL SUSTAINABLE INVESTMENT MODEL 從 熱捧外來外來投資投資 到 兼顧本地區(qū)企業(yè)發(fā)展的穩(wěn)健投資投資環(huán)境。環(huán)境。Culture/CategoryCulture/Catego34、ry 文化文化/品類品類http:/ http:/ will make China the leading producer of wind power in the world.Shifting from being one of the worlds top polluters to a leader in green energy,Beijing is setting some of the most ambitious goals of any country for creating renewable energy.2009年中國已經(jīng)成為全球風能應(yīng)用的領(lǐng)先者。從這里我們不難看出，中35、國不再是之前的污染源，而是綠色能源的主導者，中央已經(jīng)制定了一系列措施，推動可再生能源的發(fā)展。并為節(jié)能減排制定了符合本國國情的宏偉目標。From BIG POLLUTER BIG POLLUTER to GREEN LEADERGREEN LEADER 從污染源污染源 到 綠色領(lǐng)袖綠色領(lǐng)袖。CultureCulture 文化文化http:/ worst of the crises may be over,but many international investors are coming out tempered by two years events like Lehman and now 36、Dubai collapse.They will be more risk-adverse,or smarter going into investments.經(jīng)濟危機最艱難的時刻可能已經(jīng)過去，然而還有許多國際投資者由于雷曼兄弟倒閉和迪拜債務(wù)危機，出手變得猶豫，他們將要更多的考慮不利風險，在投資時顯得更加的謹慎和精明。From BANDWAGONS BANDWAGONS to SAVVY MOVERSSAVVY MOVERS從盲目跟風投資盲目跟風投資 到 獨到眼光的投資獨到眼光的投資Culture:InvestorsCulture:Investors 文化文化:投資者投資者Brand Chan37、gePoint OpportunityBrand ChangePoint Opportunity品牌改變點的機遇品牌改變點的機遇Chengdu has clearly been established on government development government development agendas and is picking up speed as a big investment target.Our opportunity is to amplify this opportunity to an international audience who is savvysav38、vy and looking for guaranteedguaranteed return.中央政府和省政府出臺了一系列的措施，推動成都加速成為一個巨大的投資目的地。我們的機遇是向國際上那些精明謹慎且尋求有保障回報的投資者擴大宣傳投資成都的機遇。Investment ChangesInvestment Changes投資改變投資改變品牌品牌品類品類文化文化從從 熱捧外來熱捧外來投資投資 到到 兼顧本地區(qū)兼顧本地區(qū)企業(yè)發(fā)展的穩(wěn)健企業(yè)發(fā)展的穩(wěn)健投資投資環(huán)境。環(huán)境。從從 發(fā)展中發(fā)展中的西部的西部市場市場 到到 發(fā)展發(fā)展中中的的中國中國中心中心從從 生產(chǎn)加工生產(chǎn)加工 到到 產(chǎn)業(yè)高端與高端產(chǎn)業(yè)高端與高39、端產(chǎn)業(yè)的蜂擁而入產(chǎn)業(yè)的蜂擁而入從污染源到綠色領(lǐng)袖從污染源到綠色領(lǐng)袖從盲目跟風投資從盲目跟風投資 到到 謹慎的投資謹慎的投資31IDEASDEFINE the brands ambition定義定義 品牌雄心Define our Ambition:Define our Ambition:定義我們的雄心定義我們的雄心:Chengdu tourism Chengdu tourism 成都旅游業(yè)成都旅游業(yè)From From 從從To To 到到Second Choice第二選擇The hottest choice最熱門選擇From Beijing side trip從到北京的順道旅游Authentic40、 Chinese experience真正/真實的中國體驗From China Package從中國之旅固定線路游Traveling in your unique mode獨具個性的旅游方式“HottestHottest Destination”Destination”“最熱門的目的地最熱門的目的地”To become a first choice for visitors to China who are looking for vibrant and authentic experiences.成為那些希望獲得中國式體驗游客的第一選擇Define our Ambition:Define o41、ur Ambition:定義我們的雄心定義我們的雄心:Chengdu investment Chengdu investment 成都投資業(yè)成都投資業(yè)From From 從從To To 到到Core Industrial 以工廠為核心High-tech&High-value adding 產(chǎn)業(yè)高端和高端產(chǎn)業(yè)Western Hub 西部的中心China Hub 中國的中心Investment Option 投資的選擇Guaranteed Growth(Govt backed)有保障的投資回報率(政策保障）Commercial Expansion 單純的追逐商業(yè)利益Sustainable Deve42、lopment注重 可持續(xù)發(fā)展“Guaranteed Growth”“Guaranteed Growth”“有保障的增長有保障的增長”High-value,high-return and make Chengdu the hot-spot for investment高價值,高回報，使成都成為投資熱點IDEASENERGISE the brands action激活激活 品牌行動Targets:TravelersTargets:Travelers目標目標:游客游客Are looking for something more authentic,something off the beaten-43、path,not western influenced Beijing or Shanghai.They want enriched experiences that they can call their own.他們尋求的是真實的不同于西方文化影響下的北京或上海的中國式體驗，他們希望以自己獨特的體驗來豐富旅游經(jīng)歷。AsiaAsia1.Jp 日本2.HK 香港3.TW 臺灣4.Kor 韓國Non-AsiaNon-Asia1.US 美國2.UK 英國2007年2009年成都市接待入境過夜游客前10名國家（地區(qū)）2007年2008年2009年1-11月排名國家(地區(qū)）人次排名 國家（地區(qū)）人次排44、名 國家（地區(qū)）人次1日本1558691美國605191日本1003752臺灣1209622香港642472香港739133香港873693臺灣463153美國621944美國735124日本420114臺灣557135韓國463705韓國314825其他歐洲國家340276泰國325716英國253986英國308697新加坡302067其他歐洲國家228347新加坡220148其他歐洲國家252818新加坡190908其他亞洲國家197799英國250999澳大利亞159339法國1844610法國1808410加拿大1436310韓國15536資料來源：成都市旅游局入境過夜統(tǒng)計Targe45、ts:InvestorsTargets:Investors目標目標:投資者投資者Familiar with China,but seeking to stay ahead of the curve and looking to be a part of the next wave of growth in China.Savvy investors looking to high-potential and high-return areas.他們對中國熟悉，正在尋找高潛力和高回報的投資領(lǐng)域，愿意參與到中國經(jīng)濟新的增長中來，并分享經(jīng)濟發(fā)展的成果，借此保證領(lǐng)先的地位AsiaAsia 亞洲亞洲1.46、HK 香港2.Sg 新加坡3.TW 臺灣4.Jp 日本5.Kor 韓國Non-AsiaNon-Asia 非亞洲非亞洲1.US 美國2.UK 英國(外商直接投資)利用外資分國別（地區(qū)）比重表 2007年01月-2009年11月（金額單位：萬美元 ）國別（地區(qū)）項目個數(shù)合同外資金額實際使用外資金額個 數(shù)比 重%金 額比 重%金 額比 重%總計8221001037166100515982100文萊40.4918300.185060.1香港33440.6368301665.8534424666.72印度20.2410500.1310.01印度尼西亞伊朗10.124以色列10.122500.02日本2747、3.28222032.1450320.98黎巴嫩670.01670.01英屬維爾京群島364.38636666.14431038.35加拿大263.1644990.433530.07美國9010.95185371.7966001.28澳門1馬來西亞131.58-253-0.022610.05菲律賓10.122800.031330.03新加坡495.961014809.785618510.89韓國293.535400.05720.01泰國50.616630.061450.03阿拉伯聯(lián)合酋長國11000.1120000.39臺灣省8410.22320153.0937660.73肯尼亞20資料來源：48、成都市商務(wù)局利用外資分國別比重Our Proposition Our Proposition 我們的提議我們的提議Hot Pot Hot Pot Chengdu:Chengdu:The essence of ChinaSpicy food is one signature of Chengdu,but it symbolizes the vibrancy and immediacy of Chengdu experience成都辛辣的美食是它的一張名片，它象征著活力和爽快的成都體驗。Hot Pot also refers to the melting pot that Chengdu has 49、to offer,of unique ancient cultures,plus Hot Pot同樣意指成都為世界帶來的熔爐，使得歷史文化與現(xiàn)代文明在這里交相輝映。The Pot also connotes a big pot for investment,backed by govt at multiple levels to guarantee an attractive pot,or reward.The Pot同樣也喻指投資的平臺，在多個層面都有政策作為保證，保障它是一個能夠吸引人的、有回報的平臺。The hot-spot-where the action is happening,w50、hether for investment or tourism.Right now.無論對投資還是旅游，成都都是熱點地區(qū)，要行動，趁現(xiàn)在！Strategic PlatformStrategic Platform戰(zhàn)略平臺戰(zhàn)略平臺Phase IPhase I “Assure”“Assure”階段階段 I I “安全安全”Phase IIPhase II“EnergizeEnergize”階段階段 II II“激活能量激活能量”Phase IIIPhase III“Soar”“Soar”階段階段 III III“飛躍飛躍”Jun AugJun Aug200820086 6月月 9 9月月2008251、008Until Until end 2009end 2009直到直到20092009年底年底20102010Phase 3.1 PlatformPhase 3.1 PlatformPhase 3.1Phase 3.1“Hot Pot Chengdu”“Hot Pot Chengdu”Segment1.Education-location2.The Place to see the authentic side of China3.See it in your own way Gateway Food Culture AsiaTouristsWhy should I go?Where is C52、D?UK-USTouristsAnother Bubble?1.Guaranteed 2.The Hot spot for investmentStrategic Govt focusInfrastructureReal EstateAsiaInvestorsUK-USInvestorsHot Pot ChengduMessagesMindsetSupportsAccessto natureGourmet FestivalHistory階段階段 3.1 3.1 平臺平臺階段階段 3.13.1“成都火鍋成都火鍋”分類1.教育 地理位置2.一個見證中國最真實一面的地方3.以你自己的方式去看、去感受53、 門戶 美食 文化 亞洲游客我為什么要去？成都在哪里？美英游客另一個泡沫/騙局？1.有保障的2.投資的熱點中央政府大力發(fā)展的區(qū)域基礎(chǔ)設(shè)施建設(shè)房地產(chǎn)亞洲投資者美英投資者Hot Pot Chengdu訊息心態(tài)支撐通向大自然美食節(jié)歷史3 Year Plan&Beyond3 Year Plan&BeyondSOAR SOAR AMPLIFYAMPLIFY1.5 Years1.5 Years1.5 Years1.5 Years2+Years2+YearsPhase 3.1Phase 3.1Phase 3.2Phase 3.23 3 年計劃年計劃&超越超越超越超越 擴大擴大1.5 1.5 年年1.5 1.54、5 年年2+2+年年階段階段 3.13.1階段階段 3.23.2 “中國的國粹中國的國粹”亞洲：日本，韓國，香港，臺灣，新加坡亞洲：日本，韓國，香港，臺灣，新加坡 “亞洲目的地亞洲目的地”全球一體化全球一體化 “中國的國粹中國的國粹”歐洲歐洲/美國美國階段階段 4 4亞洲游客：亞洲投資者：我為什么要去成都？中國的泡沫？成都在哪里？1.真實的 1.有保障的2.教育 2.熱點3.你的 增長就在這生態(tài)之旅/美食 高科技/高價值節(jié)/文化美國/英國游客：美國/英國投資者：成都在哪里？中國的泡沫？我為什么要去？1.教育 1.有保障的2.真實的 2.熱點3.你的 增長就在這生態(tài)之旅/美食 高科技/高價值節(jié)/55、文化世界游客：世界投資者：亞洲的許多城市 中國的泡沫？到亞洲必須要看的 成都=亞洲的中心 生態(tài)之旅/美食 高科技/高價值節(jié)/文化項目建議：項目建議：征召熊貓看護員活動洞察：人人都想有與熊貓直接接觸的機會活動目的：創(chuàng)造年輕人造訪成都的知名度，促進成都形成年輕有活力，綠色環(huán)保的形象。活動形式：針對香港、臺灣、日本、韓國、美國征召18到22歲的大專學的學生年三批，春夏及圣誕，每批入選5名，每期一個月（錄取方式可參考大保礁案例）項目建議：追隨野放大熊貓的腳步項目建議：追隨野放大熊貓的腳步活動洞察：人人都更想見到大熊貓在野外生存的自然狀態(tài)。活動目的：利用大熊貓的全球影響力，傳達成都生態(tài)特質(zhì)與愜意的自然風56、光。活動形式：利用都江堰大熊貓野放中心平臺，面向全球，重點針對東南亞國家招募1-2名志愿者，隨同大熊貓野放工作人員，對放歸野外的大熊貓進行全程監(jiān)控和追蹤，并在活動官方網(wǎng)站上傳相關(guān)記錄。項目建議：傳播工具規(guī)劃項目建議：傳播工具規(guī)劃公關(guān)策略公關(guān)策略媒介策略媒介策略成都城市品牌國際傳播保障機制成都城市品牌國際傳播領(lǐng)導小組組織結(jié)構(gòu)中共成都市委成都市政府國際形象提升領(lǐng)導小組綜合協(xié)調(diào)組投資組旅游組策劃組涉外聯(lián)絡(luò)組實施組公關(guān)/活動新聞廣告互聯(lián)網(wǎng)成都城市品牌國際傳播領(lǐng)導小組各組職責綜合協(xié)調(diào)組：負責WPP集團與國際形象提升各組的對接，傳播項目的檔案管理等投資組：負責收集、整理和分析有關(guān)成都涉外投資的相關(guān)數(shù)據(jù)，實57、現(xiàn)投資環(huán)境宣傳內(nèi)容的動態(tài)報送。旅游組：負責收集、整理和分析有關(guān)成都涉外旅游的相關(guān)數(shù)據(jù)，實現(xiàn)旅游環(huán)境宣傳內(nèi)容的動態(tài)報送。策劃組：根據(jù)國際（國內(nèi)）媒體習慣，結(jié)合目標受眾興趣點和成都實際實施相關(guān)公關(guān)/活動、新聞、廣告宣傳、互聯(lián)網(wǎng)策劃。涉外聯(lián)絡(luò)組：建立和外媒的溝通機制，根據(jù)外媒特性整理相關(guān)策劃資料，保障信息的國際傳達。實施組：負責各項策劃的落地與執(zhí)行品質(zhì)控制，并實施效果監(jiān)控。SCORE評估評估Benchmarking&Evaluation:Top line Recommendation學習標桿&評估:首要推薦CITY BRANDING CASESCity branding casesAmsterdam58、 and Rotterdam:participation model of brandingGlasgow,ScotlandMelbourne,AustraliaCitizens as stakeholdersInfusing Culture into City BrandMoving up to world city statusAmsterdam,1984Seeds of ModernCity Branding“Amsterdamned”:a city marred by unemployment and the influx of drugs and civil unrest in it59、s streets.The 1984 campaign focused not only on improving the city,but encouraging pride in its citizens.A mechanism for popular participation was the blank space left in the middle of the posters,people were even officially encouraged to add their own message.I amsterdamAmsterdams rich heritage and60、 culture,its spirit of commerce,its innovative infrastructure,its livability and its creativity set it apart from other major European cities.Its time for Amsterdam to speak out for itself and make its relevance known in a proud,supportive and positive manner.With their current campaign,Amsterdam sh61、ows that city Branding is one of the relevant opportunities user-generated content.The I Amsterdam campaign takes the citizens as its strongest brand asset.Rotterdam is currently working within public private cooperation in many different ways on city marketing,including strengthening the Rotterdam 62、brand.Even more focus will be placed on these partnerships.It is the smartway to achieve a high level of impact on perception and awareness with a limited investment(and big multiplier).The core competences to be used and nurtured are:enthusiasm,willingness to play a role,combining the communication63、 strengths of many parties,the networks,the creative ideas of Rotterdams businesses,institutions and individuals themselves,the gems in the city.The Rotterdam BrandRotterdam is a young,international city on the water with a down-to-earth,decisive mentality.Br and values Ambition Change InvolvementSt64、yle characteristics Proud Warm PersonalBrand essence Residents:living in a world city Businesses:room for initiatives and cooperation Visitors:hip&trendy cosmopolitan city Students:distinctive career city1.In 2030,Rotterdam wants to be the most important city port in Europe in the field of knowledge65、 and innovation.2.Rotterdam makes use of leisure economy as an inspiration for new business.3.Rotterdam will make space for entrepreneurs.4.Rotterdam will build in the existing urban area to provide for housing needs.5.Rotterdam will create residential environments that will minimize selective migra66、tion.6.Rotterdam will transform weak residential environments.7.Rotterdam will use public space and water as an accelerator for the proposed spatial developments.8.Rotterdam will take sustainable steps to guarantee its accessibility.9.Rotterdam will combine its approach to the environment and spatia67、l development in a creative way.10.Rotterdam will use its cultural heritage and architecture as a development asset.The Rotterdam Brand Strategy is aimed at supporting and strengthening the strategic course 2030Glasgow:Scotland with styleThe brand works as a holistic communications tool,driving forw68、ard a range of different partner activities on the national and international stage.Glasgow:Scotland with stylecovers education to tourism,retail to transport,and events to investment.The brand strategy includes a combination of advertising and public relations,sponsorship and brand installations to69、 focus on attracting specific events and media outlets that reflect the brand positioning.Saw increase in additional tourist expenditure of 62M since brand launch in 2004.lGlasgow:Scotland with StylePositioning:Glasgow:Scotland with StyleCosmopolitan|Humorous|Generous|OutgoingGenuine|Creative|Embrac70、ing BRAND PERSONALITYProposition:“Full-on European City Experience”FACTS&SYMBOLSDESCRIBE THE PRODUCTHOW THE BRAND MAKES ME FEELPRODUCT BENEFITHOW THE BRAND MAKES ME LOOKVALUESRationalEmotionalMelbourneLet Yourself GoMelbourne is an intricate network of laneways,staircases,arcades and non-descript do71、orways.Concealed within are many of its most exciting bars,galleries,restaurants and boutiques.Melbourne is a maze.And the fun is exploring it.Online will be a major focus of the campaign,promoting four key Signature Experiences Luxury&Indulgence,Cultural Discovery,Cool Hunting and Fashion&Fun.See:V