呼和浩特市居民城市品牌感知的影响因素研究

发布时间：2018-05-02 00:08

本文选题：城市营销 + 城市品牌　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：随着城市营销理论在城市建设中的应用,城市得到了快速的发展,城市间的竞争也变得越来越激烈,为了提高城市在竞争中的综合实力和对外部资源的吸引力,城市的管理者开始采用城市品牌发展策略作为城市竞争的有力工具。换言之,城市竞争的主要力量来源于城市品牌的竞争,是城市管理者打造特色城市品牌的独特能力的较量。而城市品牌竞争力的根源可追溯到城市的消费者对城市品牌的认同和支持,而城市消费者对城市品牌的接受程度指导着城市品牌的塑造。城市品牌的现在和未来可以由影响城市消费者对城市品牌感知的各个因素客观而准确的加以反映。城市的消费者包含城市内部消费者和城市外部消费者,城市内部消费者包含城市住民、投资者、求职者、求学者等,城市外部消费者包含游客等。其中,城市住民比其他城市消费者对城市更为熟知,所以,从城市住民的视角,对城市品牌感知的影响因素进行研究更能抓住城市品牌塑造的重点,并根据研究结果制定相应的城市品牌策略对城市的发展更具有重要的指导意义。呼和浩特市经过近几年的发展已经具备了一定的知名度,但仍然存在着城市形象不鲜明、城市品牌竞争力不强等问题。本研究的目的是从城市居民的角度对影响呼和浩特市城市品牌感知的因素进行分析、论证,从而为呼和浩特市城市品牌塑造提供建议。本论文采用的研究方式是问卷分析、文献综述和定性与定量结合的方式。本文共分为六个部分:第一部分包括背景、目的与意义、思路与方法和对文献的论述;第二部分是相关基础理论的概述;第三部分是调查呼和浩特市居民城市品牌感知的现实状况。先是概括出城市品牌感知的评价要素,分别是感知质量、品牌形象和品牌认同。随后,又对呼和浩特市居民城市品牌感知影响因素进行了界定,分别是自然条件、经济因素、政治因素、文化因素和社会因素五个方面。最后对数据进行简单统计,结果是呼和浩特市的居民对政治因素、文化因素以及社会因素都具有强烈的正向感知,而对经济因素和自然条件具有强烈的负向感知;第四部分是实证检验,从描述性统计分析、信度和效度检验以及相关性分析四个方面实施检验。根据检验结果得出上述五个因素对呼和浩特市居民城市品牌感知都具有正向影响。影响程度最大的是经济因素,影响程度最小的是自然条件和政治因素,而其他两个因素的影响程度介于最大与最小之间;第五部分是从发展城市经济、营造城市文化氛围、挖掘自然条件优势、加强政府服务能力等方面为呼和浩特市城市品牌塑造提出建议;第六部分是文章的结论和对未来的期望。
[Abstract]:With the application of city marketing theory in urban construction, cities have been developing rapidly, and the competition among cities has become more and more fierce. In order to improve the comprehensive strength of cities in the competition and the attraction of external resources, City managers began to use urban brand development strategy as a powerful tool for urban competition. In other words, the main force of city competition comes from the competition of city brand, which is the contest of city manager's unique ability to create characteristic city brand. The root of urban brand competitiveness can be traced back to the recognition and support of urban brand by urban consumers, and the acceptance of urban brand by urban consumers guides the shaping of urban brand. The present and future of urban brands can be reflected objectively and accurately by various factors that affect the perception of urban brands by urban consumers. Urban consumers include urban internal consumers and urban external consumers, urban internal consumers include urban residents, investors, job seekers, scholars and so on, urban external consumers include tourists and so on. Among them, urban residents are more familiar with the city than other urban consumers, so, from the perspective of urban residents, the study of the factors affecting the perception of urban brand can better grasp the focus of urban brand shaping. According to the results of the study, it is of great significance to formulate the corresponding urban brand strategy for the development of the city. Hohhot has gained a certain popularity after its development in recent years, but there are still some problems, such as the city image is not bright, the city brand competitiveness is not strong, and so on. The purpose of this study is to analyze and demonstrate the factors that affect the perception of urban brand in Hohhot from the perspective of urban residents, so as to provide suggestions for the shaping of urban brand in Hohhot. The research methods used in this paper are questionnaire analysis, literature review and qualitative and quantitative analysis. This paper is divided into six parts: the first part includes the background, purpose and significance, ideas and methods and the discussion of the literature, the second part is the overview of relevant basic theories; The third part is to investigate the reality of Huhhot residents' brand perception. First, it summarizes the evaluation elements of urban brand perception, which are perceived quality, brand image and brand identity. Then, it defines the influencing factors of Huhhot's urban brand perception, which are natural conditions, economic factors, political factors, cultural factors and social factors. Finally, simple statistics show that the residents of Hohhot have strong positive perception of political, cultural and social factors, but strong negative perception of economic factors and natural conditions. The fourth part is empirical test, from descriptive statistical analysis, reliability and validity test and correlation analysis to carry out the test. According to the test results, the above five factors have positive influence on the urban brand perception of Hohhot. The most influential factors are the economic factors, the least of which are the natural conditions and political factors, while the other two factors are between the maximum and the minimum. The fifth part is to develop the urban economy and create the urban cultural atmosphere. The sixth part is the conclusion of the article and the expectation to the future.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.27

【参考文献】