本文選題：顧客視角 + 城市品牌��； 參考：《北京交通大學學報(社會科學版)》2014年02期

【摘要】：城市也可以像產(chǎn)品一樣通過品牌塑造來提升影響力和競爭力,優(yōu)秀、獨特的城市品牌必定是能夠得到顧客內(nèi)心認同與理解的品牌。本研究以天津市為例,對545名具有不同利益訴求的城市顧客進行了問卷調(diào)研,通過實證分析研究發(fā)現(xiàn),城市品牌的兩個構(gòu)成維度——城市基本功能和城市情感認同,都會對顧客的城市品牌感知產(chǎn)生促進作用;生態(tài)功能、生活功能、經(jīng)濟功能、游憩功能、文化功能這五個城市基本功能對顧客城市品牌感知的影響程度不同;整體而言,城市情感認同維度比城市基本功能維度更能對城市品牌感知產(chǎn)生積極影響。
[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.
【作者單位】： 天津理工大學管理學院;
【分類號】：F299.2

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本文編號：1928262