1、CHENGDU ON THE WORLD STAGE|FINDING THE ESSENCE OF CHINA國(guó)際舞臺(tái)上的成都國(guó)際舞臺(tái)上的成都|找到中國(guó)的精髓找到中國(guó)的精髓CHENGDU INTL IMAGE STRATEGY|WPPDECEMBER 2009成都國(guó)際形象提升策略成都國(guó)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(guó)際傳播工作任務(wù)成都城市形象國(guó)際傳播策略成都城市形象國(guó)際公關(guān)策略成都城市形象國(guó)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 wi

2、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(jí)城市（30-50年）3 step long-term development plan:3 step long-term development plan:三階段的長(zhǎng)期發(fā)展戰(zhàn)略三階段的長(zhǎng)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(guó)典型中國(guó) 西部之心西部之心背景：背景：成都城市形象國(guó)際傳播工作任務(wù)成都城市形象國(guó)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(biāo)進(jìn)行定義為成都的短期城市品牌目標(biāo)進(jìn)行定義Explain how to build Chengdus image on the international stageExplain how to build Chengdus imag

4、e on the international stage為成都如何在國(guó)際舞臺(tái)打造形象進(jìn)行詮釋為成都如何在國(guó)際舞臺(tái)打造形象進(jìn)行詮釋Plot Image communications for Chengdu in two key areas:Plot Image communications for Chengdu in two key areas:在兩個(gè)關(guān)鍵方面進(jìn)行成都的形象傳播策劃在兩個(gè)關(guān)鍵方面進(jìn)行成都的形象傳播策劃:-Tourism 旅游-Investment 投資Execution and Measurement proposal:Execution team and outline Ex

5、ecution and Measurement proposal:Execution team and outline 執(zhí)行和評(píng)估提議執(zhí)行和評(píng)估提議:執(zhí)行團(tuán)隊(duì)和綱要執(zhí)行團(tuán)隊(duì)和綱要成都城市形象國(guó)際傳播成都城市形象國(guó)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(dú)特的思考框架我們獨(dú)特的思考框架:I.D.E.A.S.:I.D.E.A.S.INTERROGATEINTERROGATE 審視審視thebran

6、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(dòng)AMPLIFYAMPLIFY擴(kuò)大擴(kuò)大thebrandsideas品牌點(diǎn)子SCORESCORE評(píng)估評(píng)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 Contex

7、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(jī)遇品牌創(chuàng)建的機(jī)遇The opportunity change creates reappraisal of how consumers and brands should engage 機(jī)遇的改變能夠創(chuàng)造重新評(píng)估消費(fèi)者應(yīng)該如何與品牌進(jìn)行互動(dòng)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(guó)排名靠后，但增速位列全國(guó)第一。說明成都旅游的國(guó)際吸引力正在加強(qiáng)。BrandBrand 品牌品牌 數(shù)據(jù)來源：2009年12月3日國(guó)家旅游局政策法規(guī)司BrandBrand 品牌品牌 International國(guó)際國(guó)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(hào)號(hào)(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(diǎn)的吸引力成都旅游景點(diǎn)的吸引力 Supporting the local economy after the Sichuan earthquake地震后地震后,對(duì)當(dāng)?shù)亟?jīng)濟(jì)的支持對(duì)當(dāng)?shù)亟?jīng)濟(jì)的支持 Afforda

10、bility支付能力支付能力Top 3 most interested activities in Chengdu(in descending order)前三名對(duì)成都最感興趣的活動(dòng)前三名對(duì)成都最感興趣的活動(dòng)(以遞減順序排以遞減順序排)Sampling local delicacies品嘗當(dāng)?shù)孛朗称穱L當(dāng)?shù)孛朗?Tourist attractions that are undamaged or have been repaired未受損或已修復(fù)的旅游景點(diǎn)未受損或已修復(fù)的旅游景點(diǎn) 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(guó)際影響力，品嘗當(dāng)?shù)孛朗呈蔷惩庥慰妥钤敢鈪⒓拥幕顒?dòng)。數(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(guó)內(nèi)旅游業(yè)正在積極的恢復(fù)，然而在國(guó)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 shoul

13、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(shì)并未被世人熟知。而它們確是成都最具吸引力的特點(diǎn)，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(dú)一無二的獨(dú)一無二的旅游旅游體驗(yàn)體驗(yàn)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(jìn)了城市之間的聯(lián)系和競(jìng)爭(zhēng)，使各個(gè)城市開始進(jìn)行品牌刷新運(yùn)動(dòng)，建立區(qū)隔。Cities are digging deeper to leverage unique characteristics and make their c

15、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(dú)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(qiáng)調(diào)自己的獨(dú)特體驗(yàn)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 D

16、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(dòng)因素是城市品牌運(yùn)動(dòng)的過程改變及策略改變。F

17、rom PLANNING COMMITTEE PLANNING COMMITTEE to MY CITY MY CITY 從 政府政府主導(dǎo)主導(dǎo)城市城市品牌建設(shè)品牌建設(shè) 到 市民主動(dòng)參與市民主動(dòng)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(yùn)動(dòng)是全民參與的行動(dòng)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 is

18、 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(shí)，越來的消費(fèi)者越意識(shí)到他們的生活、消費(fèi)和行動(dòng)（包括旅游）將會(huì)對(duì)自然產(chǎn)生的影響。所以，打造生態(tài)旅游品牌，對(duì)景區(qū)和游客同樣重要。所以，打造生態(tài)旅游品牌，對(duì)景區(qū)和游客同樣重要。From COMMERCIALIZEATION COMMER

19、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(qiáng):消費(fèi)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(shí)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(shí)的旅游體驗(yàn)真實(shí)的旅游體驗(yàn)CultureCulture 文化文化The Olympics have passed.China has secured its place in the spotlight.International travelers know via internet

21、 that Beijing/Shanghai can be done,and are not completely foreign or mysterious destinations.奧運(yùn)會(huì)之后，中國(guó)已經(jīng)成功的獲得了全世界的關(guān)注，國(guó)際游客通過因特網(wǎng)了解了北京/上海，不再是異國(guó)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(guó)式的真實(shí)體驗(yàn)，而不是那些西化過的、甚至是被包裝過的項(xiàng)目(

22、奧運(yùn)會(huì)和世博會(huì)).From CHINA TRIP CHINA TRIP to CHINESE EXPERIENCECHINESE EXPERIENCE從 中國(guó)之旅中國(guó)之旅 到 中國(guó)式體驗(yàn)中國(guó)式體驗(yàn)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 aspe

23、cts of the places they visit.中國(guó)旅游手冊(cè)和旅行團(tuán)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(yàn)為他們?cè)诼糜蔚剡x擇中獲得經(jīng)驗(yàn)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(tuán)旅行團(tuán)一成不變的線路一成不變的線路 到 自主自主確定個(gè)性化的旅行線路確定個(gè)性化的旅行線路CultureCulture 文化文化Brand ChangePoint OpportunityBrand ChangePoint Opportu

24、nity品牌改變點(diǎn)的機(jī)遇品牌改變點(diǎn)的機(jī)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(duì)于國(guó)際游客來說，成都不是旅游目的地。我們的機(jī)遇是

25、強(qiáng)調(diào)成都能夠確實(shí)且立刻確實(shí)且立刻地為這樣一個(gè)更有活力的、更愿意擁有獨(dú)特個(gè)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(dǎo)城市品牌建設(shè) 到 市民主動(dòng)參與自己城市品牌的創(chuàng)建從一個(gè)旅游過境地?fù)褡優(yōu)榉侨ゲ豢傻穆糜文康牡仄放破奉愇幕瘡?旅行團(tuán)一成不變的線路 到 自主確定個(gè)性化的旅行線路真實(shí)的中國(guó)式體驗(yàn)自主確定個(gè)性化的旅行線路ChangePoint ChangePoint OpportunityOpportunity改變點(diǎn)改變點(diǎn)機(jī)遇機(jī)遇.Tourism Tourism Ch

26、angesChanges旅游業(yè)的改變旅游業(yè)的改變ChangePoint ChangePoint OpportunityOpportunity改變點(diǎn)改變點(diǎn)機(jī)遇機(jī)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 ene

27、rgetic group who delights in traveling with their own unique formula.對(duì)于國(guó)際游客來說，成都不是旅游目的地。我們的機(jī)遇是強(qiáng)調(diào)成都能夠確實(shí)立刻確實(shí)立刻地為這樣一個(gè)更有活力的、更愿意擁有獨(dú)特個(gè)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-te

28、rm.盡管中國(guó)通過4萬億的投資拉動(dòng)內(nèi)需的經(jīng)濟(jì)刺激有助于平衡經(jīng)濟(jì)，沖抵外國(guó)直接投資（以及出口）急劇下降對(duì)中國(guó)經(jīng)濟(jì)增長(zhǎng)帶來的影響，但中國(guó)不能長(zhǎng)期依賴于這一經(jīng)濟(jì)增長(zhǎng)方式。From LOCAL DEMAND LOCAL DEMAND to DEMAND FOR FDI DEMAND FOR FDI 從 拉動(dòng)內(nèi)需拉動(dòng)內(nèi)需到 綜合利用國(guó)國(guó)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(huì)開幕式上作主旨演講時(shí)說，中國(guó)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(jì)增長(zhǎng)極。中國(guó)政府將推動(dòng)西部地區(qū)與周邊國(guó)家的全面合作，歡迎和支持國(guó)內(nèi)外有識(shí)之士到中國(guó)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(jì)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(guó)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(chǎng)市場(chǎng) 到 發(fā)展發(fā)展中中的的中國(guó)中國(guó)中心中心BrandBrand 品牌品牌The investment trend in Chengdu is already moving.成都的投資趨勢(shì)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 facilit

31、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(guó)西部的基地。總投資達(dá)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(guó)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(shí)，成都也在奮力推進(jìn)“四基地”的建設(shè)，即：將成都建設(shè)成為中國(guó)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 t

33、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(shì)了。除了印度和非洲，中國(guó)也出臺(tái)了相關(guān)政策扶持更多的本國(guó)項(xiàng)目，來保證國(guó)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/Catego

34、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(guó)已經(jīng)成為全球風(fēng)能應(yīng)用的領(lǐng)先者。從這里我們不難看出，中

35、國(guó)不再是之前的污染源，而是綠色能源的主導(dǎo)者，中央已經(jīng)制定了一系列措施，推動(dòng)可再生能源的發(fā)展。并為節(jié)能減排制定了符合本國(guó)國(guó)情的宏偉目標(biāo)。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(jì)危機(jī)最艱難的時(shí)刻可能已經(jīng)過去，然而還有許多國(guó)際投資者由于雷曼兄弟倒閉和迪拜債務(wù)危機(jī)，出手變得猶豫，他們將要更多的考慮不利風(fēng)險(xiǎn)，在投資時(shí)顯得更加的謹(jǐn)慎和精明。From BANDWAGONS BANDWAGONS to SAVVY MOVERSSAVVY MOVERS從盲目跟風(fēng)投資盲目跟風(fēng)投資 到 獨(dú)到眼光的投資獨(dú)到眼光的投資Culture:InvestorsCulture:Investors 文化文化:投資者投資者Brand Chan

37、gePoint OpportunityBrand ChangePoint Opportunity品牌改變點(diǎn)的機(jī)遇品牌改變點(diǎn)的機(jī)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 savvysav

38、vy and looking for guaranteedguaranteed return.中央政府和省政府出臺(tái)了一系列的措施，推動(dòng)成都加速成為一個(gè)巨大的投資目的地。我們的機(jī)遇是向國(guó)際上那些精明謹(jǐn)慎且尋求有保障回報(bào)的投資者擴(kuò)大宣傳投資成都的機(jī)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(chǎng)市場(chǎng) 到到 發(fā)展發(fā)展中中的的中國(guó)中國(guó)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(fēng)投資從盲目跟風(fēng)投資 到到 謹(jǐn)慎的投資謹(jǐn)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Authentic

40、 Chinese experience真正/真實(shí)的中國(guó)體驗(yàn)From China Package從中國(guó)之旅固定線路游Traveling in your unique mode獨(dú)具個(gè)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(guó)式體驗(yàn)游客的第一選擇Define our Ambition:Define o

41、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(guó)的中心Investment Option 投資的選擇Guaranteed Growth(Govt backed)有保障的投資回報(bào)率(政策保障）Commercial Expansion 單純的追逐商業(yè)利益Sustainable Deve

42、lopment注重 可持續(xù)發(fā)展“Guaranteed Growth”“Guaranteed Growth”“有保障的增長(zhǎng)有保障的增長(zhǎng)”High-value,high-return and make Chengdu the hot-spot for investment高價(jià)值,高回報(bào)，使成都成為投資熱點(diǎn)IDEASENERGISE the brands action激活激活 品牌行動(dòng)Targets:TravelersTargets:Travelers目標(biāo)目標(biāo):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(shí)的不同于西方文化影響下的北京或上海的中國(guó)式體驗(yàn)，他們希望以自己獨(dú)特的體驗(yàn)來豐富旅游經(jīng)歷。AsiaAsia1.Jp 日本2.HK 香港3.TW 臺(tái)灣4.Kor 韓國(guó)Non-AsiaNon-Asia1.US 美國(guó)2.UK 英國(guó)2007年2009年成都市接待入境過夜游客前10名國(guó)家（地區(qū)）2007年2008年2009年1-11月排名國(guó)家(地區(qū)）人次排名 國(guó)家（地區(qū)）人次排

44、名 國(guó)家（地區(qū)）人次1日本1558691美國(guó)605191日本1003752臺(tái)灣1209622香港642472香港739133香港873693臺(tái)灣463153美國(guó)621944美國(guó)735124日本420114臺(tái)灣557135韓國(guó)463705韓國(guó)314825其他歐洲國(guó)家340276泰國(guó)325716英國(guó)253986英國(guó)308697新加坡302067其他歐洲國(guó)家228347新加坡220148其他歐洲國(guó)家252818新加坡190908其他亞洲國(guó)家197799英國(guó)250999澳大利亞159339法國(guó)1844610法國(guó)1808410加拿大1436310韓國(guó)15536資料來源：成都市旅游局入境過夜統(tǒng)計(jì)Targe

45、ts:InvestorsTargets:Investors目標(biāo)目標(biāo):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(duì)中國(guó)熟悉，正在尋找高潛力和高回報(bào)的投資領(lǐng)域，愿意參與到中國(guó)經(jīng)濟(jì)新的增長(zhǎng)中來，并分享經(jīng)濟(jì)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(tái)灣4.Jp 日本5.Kor 韓國(guó)Non-AsiaNon-Asia 非亞洲非亞洲1.US 美國(guó)2.UK 英國(guó)(外商直接投資)利用外資分國(guó)別（地區(qū)）比重表 2007年01月-2009年11月（金額單位：萬美元 ）國(guó)別（地區(qū)）項(xiàng)目個(gè)數(shù)合同外資金額實(shí)際使用外資金額個(gè) 數(shù)比 重%金 額比 重%金 額比 重%總計(jì)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27

47、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(guó)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(guó)293.535400.05720.01泰國(guó)50.616630.061450.03阿拉伯聯(lián)合酋長(zhǎng)國(guó)11000.1120000.39臺(tái)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(guó)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(yàn)。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(tái)，在多個(gè)層面都有政策作為保證，保障它是一個(gè)能夠吸引人的、有回報(bào)的平臺(tái)。The hot-spot-where the action is happening,w

50、hether for investment or tourism.Right now.無論對(duì)投資還是旅游，成都都是熱點(diǎn)地區(qū)，要行動(dòng)，趁現(xiàn)在！Strategic PlatformStrategic Platform戰(zhàn)略平臺(tái)戰(zhàn)略平臺(tái)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20082

51、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 C

52、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(tái)平臺(tái)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(gè)見證中國(guó)最真實(shí)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(gè)泡沫/騙局？1.有保障的2.投資的熱點(diǎn)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(jì)劃年計(jì)劃&超越超越超越超越 擴(kuò)大擴(kuò)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(guó)的國(guó)粹中國(guó)的國(guó)粹”亞洲：日本，韓國(guó)，香港，臺(tái)灣，新加坡亞洲：日本，韓國(guó)，香港，臺(tái)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(guó)的國(guó)粹中國(guó)的國(guó)粹”歐洲歐洲/美國(guó)美國(guó)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(guó)的泡沫？成都在哪里？1.真實(shí)的 1.有保障的2.教育 2.熱點(diǎn)3.你的 增長(zhǎng)就在這生態(tài)之旅/美食 高科技/高價(jià)值節(jié)/文化美國(guó)/英國(guó)游客：美國(guó)/英國(guó)投資者：成都在哪里？中國(guó)的泡沫？我為什么要去？1.教育 1.有保障的2.真實(shí)的 2.熱點(diǎn)3.你的 增長(zhǎng)就在這生態(tài)之旅/美食 高科技/高價(jià)值節(jié)/

55、文化世界游客：世界投資者：亞洲的許多城市 中國(guó)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(jià)值節(jié)/文化項(xiàng)目建議：項(xiàng)目建議：征召熊貓看護(hù)員活動(dòng)洞察：人人都想有與熊貓直接接觸的機(jī)會(huì)活動(dòng)目的：創(chuàng)造年輕人造訪成都的知名度，促進(jìn)成都形成年輕有活力，綠色環(huán)保的形象。活動(dòng)形式：針對(duì)香港、臺(tái)灣、日本、韓國(guó)、美國(guó)征召18到22歲的大專學(xué)的學(xué)生年三批，春夏及圣誕，每批入選5名，每期一個(gè)月（錄取方式可參考大保礁案例）項(xiàng)目建議：追隨野放大熊貓的腳步項(xiàng)目建議：追隨野放大熊貓的腳步活動(dòng)洞察：人人都更想見到大熊貓?jiān)谝巴馍娴淖匀粻顟B(tài)。活動(dòng)目的：利用大熊貓的全球影響力，傳達(dá)成都生態(tài)特質(zhì)與愜意的自然風(fēng)

56、光。活動(dòng)形式：利用都江堰大熊貓野放中心平臺(tái)，面向全球，重點(diǎn)針對(duì)東南亞國(guó)家招募1-2名志愿者，隨同大熊貓野放工作人員，對(duì)放歸野外的大熊貓進(jìn)行全程監(jiān)控和追蹤，并在活動(dòng)官方網(wǎng)站上傳相關(guān)記錄。項(xiàng)目建議：傳播工具規(guī)劃項(xiàng)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(guó)際傳播保障機(jī)制成都城市品牌國(guó)際傳播領(lǐng)導(dǎo)小組組織結(jié)構(gòu)中共成都市委成都市政府國(guó)際形象提升領(lǐng)導(dǎo)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(shí)施組公關(guān)/活動(dòng)新聞廣告互聯(lián)網(wǎng)成都城市品牌國(guó)際傳播領(lǐng)導(dǎo)小組各組職責(zé)綜合協(xié)調(diào)組：負(fù)責(zé)WPP集團(tuán)與國(guó)際形象提升各組的對(duì)接，傳播項(xiàng)目的檔案管理等投資組：負(fù)責(zé)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(shí)

57、現(xiàn)投資環(huán)境宣傳內(nèi)容的動(dòng)態(tài)報(bào)送。旅游組：負(fù)責(zé)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(shí)現(xiàn)旅游環(huán)境宣傳內(nèi)容的動(dòng)態(tài)報(bào)送。策劃組：根據(jù)國(guó)際（國(guó)內(nèi)）媒體習(xí)慣，結(jié)合目標(biāo)受眾興趣點(diǎn)和成都實(shí)際實(shí)施相關(guān)公關(guān)/活動(dòng)、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(jī)制，根據(jù)外媒特性整理相關(guān)策劃資料，保障信息的國(guó)際傳達(dá)。實(shí)施組：負(fù)責(zé)各項(xiàng)策劃的落地與執(zhí)行品質(zhì)控制，并實(shí)施效果監(jiān)控。SCORE評(píng)估評(píng)估Benchmarking&Evaluation:Top line Recommendation學(xué)習(xí)標(biāo)桿&評(píng)估:首要推薦CITY BRANDING CASESCity branding casesAmsterdam

58、 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 it

59、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 and

60、 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 sh

61、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 communication

63、 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 InvolvementSt

64、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 knowledge

65、 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 migra

66、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 spatia

67、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 forw

68、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 to

69、 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|Embrac

70、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 do

71、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