本文選題：城市營(yíng)銷(xiāo) + 城市品牌　； 參考：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著城市營(yíng)銷(xiāo)理論在城市建設(shè)中的應(yīng)用,城市得到了快速的發(fā)展,城市間的競(jìng)爭(zhēng)也變得越來(lái)越激烈,為了提高城市在競(jìng)爭(zhēng)中的綜合實(shí)力和對(duì)外部資源的吸引力,城市的管理者開(kāi)始采用城市品牌發(fā)展策略作為城市競(jìng)爭(zhēng)的有力工具。換言之,城市競(jìng)爭(zhēng)的主要力量來(lái)源于城市品牌的競(jìng)爭(zhēng),是城市管理者打造特色城市品牌的獨(dú)特能力的較量。而城市品牌競(jìng)爭(zhēng)力的根源可追溯到城市的消費(fèi)者對(duì)城市品牌的認(rèn)同和支持,而城市消費(fèi)者對(duì)城市品牌的接受程度指導(dǎo)著城市品牌的塑造。城市品牌的現(xiàn)在和未來(lái)可以由影響城市消費(fèi)者對(duì)城市品牌感知的各個(gè)因素客觀而準(zhǔn)確的加以反映。城市的消費(fèi)者包含城市內(nèi)部消費(fèi)者和城市外部消費(fèi)者,城市內(nèi)部消費(fèi)者包含城市住民、投資者、求職者、求學(xué)者等,城市外部消費(fèi)者包含游客等。其中,城市住民比其他城市消費(fèi)者對(duì)城市更為熟知,所以,從城市住民的視角,對(duì)城市品牌感知的影響因素進(jìn)行研究更能抓住城市品牌塑造的重點(diǎn),并根據(jù)研究結(jié)果制定相應(yīng)的城市品牌策略對(duì)城市的發(fā)展更具有重要的指導(dǎo)意義。呼和浩特市經(jīng)過(guò)近幾年的發(fā)展已經(jīng)具備了一定的知名度,但仍然存在著城市形象不鮮明、城市品牌競(jìng)爭(zhēng)力不強(qiáng)等問(wèn)題。本研究的目的是從城市居民的角度對(duì)影響呼和浩特市城市品牌感知的因素進(jìn)行分析、論證,從而為呼和浩特市城市品牌塑造提供建議。本論文采用的研究方式是問(wèn)卷分析、文獻(xiàn)綜述和定性與定量結(jié)合的方式。本文共分為六個(gè)部分:第一部分包括背景、目的與意義、思路與方法和對(duì)文獻(xiàn)的論述;第二部分是相關(guān)基礎(chǔ)理論的概述;第三部分是調(diào)查呼和浩特市居民城市品牌感知的現(xiàn)實(shí)狀況。先是概括出城市品牌感知的評(píng)價(jià)要素,分別是感知質(zhì)量、品牌形象和品牌認(rèn)同。隨后,又對(duì)呼和浩特市居民城市品牌感知影響因素進(jìn)行了界定,分別是自然條件、經(jīng)濟(jì)因素、政治因素、文化因素和社會(huì)因素五個(gè)方面。最后對(duì)數(shù)據(jù)進(jìn)行簡(jiǎn)單統(tǒng)計(jì),結(jié)果是呼和浩特市的居民對(duì)政治因素、文化因素以及社會(huì)因素都具有強(qiáng)烈的正向感知,而對(duì)經(jīng)濟(jì)因素和自然條件具有強(qiáng)烈的負(fù)向感知;第四部分是實(shí)證檢驗(yàn),從描述性統(tǒng)計(jì)分析、信度和效度檢驗(yàn)以及相關(guān)性分析四個(gè)方面實(shí)施檢驗(yàn)。根據(jù)檢驗(yàn)結(jié)果得出上述五個(gè)因素對(duì)呼和浩特市居民城市品牌感知都具有正向影響。影響程度最大的是經(jīng)濟(jì)因素,影響程度最小的是自然條件和政治因素,而其他兩個(gè)因素的影響程度介于最大與最小之間;第五部分是從發(fā)展城市經(jīng)濟(jì)、營(yíng)造城市文化氛圍、挖掘自然條件優(yōu)勢(shì)、加強(qiáng)政府服務(wù)能力等方面為呼和浩特市城市品牌塑造提出建議;第六部分是文章的結(jié)論和對(duì)未來(lái)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.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F299.27

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相關(guān)期刊論文 前10條

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本文編號(hào)：1831580