城市发展成就与城市品牌感知实证研究——来自广东省21个城市的实证经验

发布时间：2018-05-26 06:22

本文选题：城市营销 + 城市品牌　；参考：《系统工程》2013年06期

【摘要】：基于城市营销的目的,从城市发展建设和城市公众视角相结合的角度出发,本文构建了包括人居发展成就、旅游发展成就、投资发展成就和综合发展成就四大类反映城市建设成就的客观指标体系,以广东省21个地级以上城市为对象,结合调查问卷进行实证分析,探讨了城市发展成就与城市品牌之间的关系。研究结果表明:综合来看,城市发展成就,尤其与人们的生活和工作较密切的,一般会使公众对城市品牌的感知产生明显的正向影响。同时,公众对城市品牌的感知是一个比较复杂的过程,受诸多因素影响,因而某些城市建设成就与城市品牌之间的相互影响关系并不明确。因此,扎实的城市建设发展和必要的推广宣传对树立城市品牌都是必要的。
[Abstract]:Based on the purpose of urban marketing, from the perspective of urban development and urban public view, this paper sets up an objective index system, which includes four categories, including the achievement of human development, the achievement of tourism development, the achievement of investment and the achievement of comprehensive development, which reflect the achievements of urban construction, which is based on the 21 cities in Guangdong province. The results show that the achievements of urban development, especially with people's life and work, generally make a significant positive impact on the perception of urban brand. At the same time, the public perception of urban brand is one. The complex process is influenced by many factors, so the relationship between the construction achievements of some cities and the city brand is not clear. Therefore, the solid development of urban construction and the necessary promotion and publicity are necessary for the establishment of the city brand.
【作者单位】：广东工业大学管理学院;
【基金】：广州市哲学社会科学规划课题(11Y37)
【分类号】：F299.27;F224

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