基于顾客价值视角的城市品牌感知影响因素研究

发布时间：2018-05-24 07:45

本文选题：顾客视角 + 城市品牌　；参考：《北京交通大学学报(社会科学版)》2014年02期

【摘要】：城市也可以像产品一样通过品牌塑造来提升影响力和竞争力,优秀、独特的城市品牌必定是能够得到顾客内心认同与理解的品牌。本研究以天津市为例,对545名具有不同利益诉求的城市顾客进行了问卷调研,通过实证分析研究发现,城市品牌的两个构成维度——城市基本功能和城市情感认同,都会对顾客的城市品牌感知产生促进作用;生态功能、生活功能、经济功能、游憩功能、文化功能这五个城市基本功能对顾客城市品牌感知的影响程度不同;整体而言,城市情感认同维度比城市基本功能维度更能对城市品牌感知产生积极影响。
[Abstract]:Cities can also improve their influence and competitiveness through brand shaping just like products. Excellent and unique city brands must be the brands that can be recognized and understood by customers. Taking Tianjin as an example, this study investigated 545 urban customers with different interests. Through empirical analysis, it was found that the two dimensions of urban brand-urban basic function and urban emotional identity. The basic functions of five cities, ecological function, life function, economic function, recreation function and cultural function, have different influence on customer's urban brand perception. The dimension of urban emotional identity has a more positive impact on the perception of urban brand than the basic functional dimension of city.
【作者单位】：天津理工大学管理学院;
【分类号】：F299.2

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