摘要
本文在城市品牌相关研究回顾的基础上,从城市目标受众(旅游者、居民、投资者等)感知而非资源禀赋优势的角度出发寻找城市品牌定位的依据。由于旅游地品牌研究较多,本文将选取长三角地区8个城市为实证样本,以潜在投资者为例给出从目标受众角度进行城市品牌定位研究的过程。
The economic integration in Yangtze Delta Region requires the cities to set respective brand positions. The author starts the study from the perception of city brand target consumers （including tourists and investors, etc） instead of city endowments analysis. As there is already much academic interest on tourism branding, the author took investors as an example to show the process of city brand position from the perspective of target consumers and raises some suggestions to the eight case cities on investment brand position according to the statistical results and also city endowments and competition status.
出处
《经济管理》
CSSCI
北大核心
2008年第10期53-59,共7页
Business and Management Journal ( BMJ )
基金
上海市哲学社会科学规划办基金项目"长三角地区中小城市品牌建设若干问题及对策研究"(2007SZH008)
关键词
城市品牌
定位
目标受众
投资
city brand
positioning
target consumers
investment
