摘要

本书是中国城市营销发展报告课题组第7部城市营销专题研究报告。按照课题组提出的城市品牌发展指数（City Brand Development Index，CBDI）、省域品牌发展指数（Provincial Brand Development Index，PBDI）及城市群品牌发展指数（Urban Agglomeration Brand Development Index，ABDI）概念和指数模型，本报告选取中国288个城市、30个省（自治区、直辖市）及20个主要城市群作为样本，对其品牌发展情况进行评估与测量。在此基础上，形成中国城市品牌发展指数总体报告（2020）、中国城市文化品牌发展指数报告（2020）、中国城市旅游品牌发展指数报告（2020）、中国城市投资品牌发展指数报告（2020）、中国城市宜居品牌发展指数报告（2020）、中国城市品牌传播发展指数报告（2020）、中国省域品牌发展指数报告（2020）及中国城市群品牌发展指数报告（2020）。

本书以“构筑城市品牌韧性”为主题，从城市营销的角度对2020年中国城市营销的发展态势进行回顾和展望，探讨了城市品牌韧性要素对城市品牌的贡献，重点分析了在新冠肺炎疫情大流行背景下城市品牌治理深化、城市文旅品牌的困境与突围以及城市品牌传播创新等问题。基于数据分析、发展考察、理论聚焦及案例研究，本书从多个角度对我国城市（区域）营销与品牌化发展提出对策建议。作为集体努力的成果，本书致力于推进中国城市营销与品牌化研究，并为城市营销实践提供有价值的理论指导与经验借鉴。

Abstract

This is the seventh city marketing research report in China. Based on the concept and index model of the Chinese City Brand Development Index（CBDI），Provincial Brand Development Index（PBDI）and Urban Agglomeration Brand Development Index（ABDI），this study has formulated，we tested and ranked 288 cities，30 provinces and 20 city groups in China，and created the annual CBDI report（2020）as well as seven subject reports，including the city cultural brand development report，the city tourism brand development report，the city investment brand development report，the city livable brand develop-ment report，the city brand communication report，China's provincial brand de-velopment report and the brand development report of urban agglomerations in China.

With the theme of“Building City Brand Resilience”，this book reviews and prospect the development trend of China's urban marketing in 2020 from the perspective of city marketing. The book tries to explore the contribution of city brand resilience elements to city brands，and focuses on the deepening of city brand governance，the dilemma and breakout of city cultural tourism brand，and the innovation of city brand communication under the background of the CO-VID-19 pandemic. Based on data analysis，development investigation，theo-retical focus and case study，this topic puts forward some suggestions for the marketing and brand development of China's cities（regions）from many aspects. As a result of collective efforts，this book is dedicated to promoting the research of city marketing and branding in China，and to providing valuable theoretical guidance and experience for city marketing practice.