城市品牌内容营销与价值提升策略研究：以乌镇戏剧节为例

A Study on Urban Brand Content Marketing and Value Enhancement Strategies: Focusing on the Wuzhen Theatre Festival

With the continuous advancement of global urbanization, competition among cities has gradually shifted from a focus on resources and infrastructure to a contest of brand image and cultural soft power. As a concentrated embodiment of a city’s core competitiveness, the construction and communication strategies of urban branding have increasingly become an essential component of urban governance and development. Taking the Wuzhen Theatre Festival as a representative case, this study systematically explores the internal mechanisms and practical pathways of content marketing and value enhancement for urban brands. The findings reveal that the Wuzhen Theatre Festival has successfully transformed regional cultural resources into brand content with international influence through strategies such as thematic storytelling, digital communication, and the integration of culture and tourism, thereby achieving a leap in city image from a “traditional water town” to a “cultural landmark.” Its marketing model—content-centered, experience-driven, and brand-oriented—provides a referential paradigm for other cities in planning cultural festivals and building urban brands. This study not only enriches the theoretical connotation of urban branding and content marketing but also offers practical insights into differentiated brand competition for cities in the context of globalization.

随着全球城市化进程的不断深入，城市间的竞争已从资源与基础设施的比拼，逐步转向品牌形象与文化软实力的较量。城市品牌作为城市核心竞争力的集中体现，其构建与传播策略日益成为城市管理与发展的重要组成部分。本文以乌镇戏剧节为典型案例，系统探讨城市品牌内容营销与价值提升的内在机制与实践路径。研究表明，乌镇戏剧节通过主题化叙事、数字化传播、文旅融合等策略，成功将地域文化资源转化为具有国际影响力的品牌内容，实现了从“传统水乡”到“文化地标”的城市形象跃升。其以内容为核心、以体验为纽带、以品牌为导向的营销模式，为同类城市在文化节事策划与品牌建设方面提供了可借鉴的范式。研究不仅丰富了城市品牌与内容营销的理论内涵，也为城市在全球化背景下的品牌差异化竞争提供了实践启示。