城市品牌资产评价体系研究

发布时间：2019-06-29 19:22

【摘要】： 城市是现代社会经济发展的主要载体,是一个国家或地区的政治、经济、文化中心。经济的全球化和信息的网络化,使得城市经营者需要以全球视角来审时度势,认识和创造本地的资源,发展比较优势,壮大自身实力和增强城市竞争能力。城市品牌是城市经济和社会发展的基础,而城市品牌资产是城市品牌经营好坏的直接反映。通过构建具有操作性和科学性的城市品牌资产评价指标体系,分析影响城市品牌资产的关联因素,进而对城市品牌资产进行测评研究,寻找影响城市品牌资产的关键因素,探索城市品牌建设的薄弱环节和优势项目。城市品牌资产评价体系的构建和评价方法的运用,城市经营者针对品牌资产的薄弱环节进行改进,使得本研究具有一定的理论和实践研究意义。本文首先采用文献分析的方法,查阅大量国内外有关品牌资产、城市营销和城市品牌资产的相关文献资料,为探索城市品牌资产评价体系及评价方法提供了理论研究基础,并阐述了文章研究的内容、目的和意义。接着,探讨了城市品牌的含义、特征、功能和分类,以及品牌资产和城市品牌资产的含义,描述了城市品牌资产的形成机理。然后,在分析影响城市品牌资产的关联因素的基础上,构建了城市品牌资产的评价指标体系,主要包括经济实力、政府形象、社会环境水平、居住环境水平和城市品牌形象五个评价子系统。随后,结合层次分析法和模糊评价法,选择了基于灰色关联度分析的灰色综合评价的方法对城市品牌资产进行了测评。最后,通过对武汉城市品牌资产体系的评价研究,讨论了影响城市品牌资产的关键因素,并提出了相应的解决措施。通过本文的研究,探讨了城市品牌资产的形成机理,剖析了影响城市品牌资产的关联因素,构建了城市品牌资产评价指标体系,并运用灰色综合评价法对城市品牌资产进行测评。通过对城市品牌资产的测评研究,城市经营者可以了解城市品牌的相对价值,掌握影响城市品牌的关键因素,并挖掘城市品牌经营的薄弱环节,针对性的完善城市品牌管理体系。
[Abstract]:City is the main carrier of modern social and economic development and the political, economic and cultural center of a country or region. With the globalization of economy and the networking of information, urban operators need to judge the situation from a global perspective, recognize and create local resources, develop comparative advantages, strengthen their own strength and enhance the competitiveness of the city. Urban brand is the basis of urban economic and social development, and urban brand equity is a direct reflection of urban brand management. By constructing an operational and scientific evaluation index system of urban brand equity, this paper analyzes the related factors affecting urban brand equity, and then evaluates and studies the urban brand equity, finds out the key factors affecting urban brand equity, and explores the weak links and advantages of urban brand building. The construction of urban brand equity evaluation system and the application of evaluation methods, urban operators to improve the weak links of brand equity, so that this study has certain theoretical and practical significance. Firstly, this paper uses the method of literature analysis to consult a large number of relevant literature about brand equity, urban marketing and urban brand equity at home and abroad, which provides a theoretical research basis for exploring the evaluation system and evaluation method of urban brand equity, and expounds the content, purpose and significance of the article. Then, it discusses the meaning, characteristics, functions and classification of urban brand, as well as the meaning of brand equity and urban brand equity, and describes the formation mechanism of urban brand equity. Then, on the basis of analyzing the related factors affecting urban brand equity, the evaluation index system of urban brand equity is constructed, which mainly includes five evaluation subsystems: economic strength, government image, social environment level, living environment level and urban brand image. Then, combined with analytic hierarchy process (AHP) and fuzzy evaluation method, the grey comprehensive evaluation method based on grey correlation degree analysis is selected to evaluate urban brand equity. Finally, through the evaluation of Wuhan city brand equity system, this paper discusses the key factors that affect the city brand equity, and puts forward the corresponding solutions. Through the research of this paper, this paper probes into the formation mechanism of urban brand equity, analyzes the related factors that affect the urban brand equity, constructs the evaluation index system of urban brand equity, and evaluates the urban brand equity by using the grey comprehensive evaluation method. Through the evaluation and research of urban brand equity, urban operators can understand the relative value of urban brand, master the key factors that affect urban brand, excavate the weak links of urban brand management, and improve the urban brand management system.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F291

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