中国城市品牌形象受众感知评价研究——基于全国36座城市的实证调查分析

发布时间：2018-04-30 22:00

本文选题：城市品牌形象 + 感知度　；参考：《新闻界》2017年03期

【摘要】：随着城市之间在招揽人才、招商引资、旅游营销、活动举办等方面竞争的日益激烈,城市品牌形象在提升知名度、吸引力等方面的作用日益凸显,随之也迫使城市品牌形象研究必须不断发展提升。本研究采用计算机辅助电话调查法,从全国36个主要城市随机抽取3600名受访者展开实证研究,重点探讨受访者的城市品牌形象感知现状、感知特点、感知影响因素等问题。研究发现:受访者对全国36个主要城市品牌形象感知评价总体良好,对一线城市、二线发达城市以及一些东部沿海城市品牌形象的感知高于其他城市;不同人口学因素的受访者对各个城市品牌形象的感知存在差异;受访者普遍认为生态环境是影响城市品牌形象感知评价的首要客体指标;过半数的受访者通过互联网获取城市
[Abstract]:With the increasingly fierce competition among cities in the fields of talent, investment, tourism marketing, activities, etc., the role of city brand image in enhancing the popularity and attractiveness of the city has become increasingly prominent. It also forces the study of urban brand image to develop continuously. In this study, 3600 respondents were randomly selected from 36 major cities in China to carry out an empirical study by means of computer-assisted telephone survey, focusing on the current situation, perception characteristics and influencing factors of the respondents' perception of urban brand image. The results show that: the respondents' perception of brand image of 36 major cities in China is generally good, and the perception of brand image of first-tier cities, second-tier developed cities and some eastern coastal cities is higher than that of other cities; People with different demographics had different perception of the brand image of each city; the respondents generally thought that the ecological environment was the primary object index to affect the perception evaluation of the city brand image; more than half of the respondents obtained the city through the Internet
【作者单位】：上海交通大学人文艺术研究院;
【基金】：教育部人文社科青年基金项目“新媒体环境下城市品牌形象感知规律与管理策略研究”(15YJC860023)
【分类号】：F299.2

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