本文選題：城市營銷 + 城市品牌��； 參考：《系統(tǒng)工程》2013年06期

【摘要】：基于城市營銷的目的,從城市發(fā)展建設(shè)和城市公眾視角相結(jié)合的角度出發(fā),本文構(gòu)建了包括人居發(fā)展成就、旅游發(fā)展成就、投資發(fā)展成就和綜合發(fā)展成就四大類反映城市建設(shè)成就的客觀指標(biāo)體系,以廣東省21個地級以上城市為對象,結(jié)合調(diào)查問卷進行實證分析,探討了城市發(fā)展成就與城市品牌之間的關(guān)系。研究結(jié)果表明:綜合來看,城市發(fā)展成就,尤其與人們的生活和工作較密切的,一般會使公眾對城市品牌的感知產(chǎn)生明顯的正向影響。同時,公眾對城市品牌的感知是一個比較復(fù)雜的過程,受諸多因素影響,因而某些城市建設(shè)成就與城市品牌之間的相互影響關(guān)系并不明確。因此,扎實的城市建設(shè)發(fā)展和必要的推廣宣傳對樹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.
【作者單位】： 廣東工業(yè)大學(xué)管理學(xué)院;
【基金】：廣州市哲學(xué)社會科學(xué)規(guī)劃課題(11Y37)
【分類號】：F299.27;F224

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相關(guān)期刊論文 前9條

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本文編號：1936265