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“上海购物”品牌评价体系初探

The Preliminary Study of"Shanghai Shopping"Brand Evaluation System
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摘要 2018年,上海发布了《全力打响“上海购物”品牌加快国际消费城市建设三年行动计划(2018—2020年)》[1],目标要打造面向全球的消费市场,建成具有全球影响力的国际消费城市。论文面向“上海购物”品牌,基于品牌形成机理和作用机制,深入挖掘“上海购物”品牌的关键影响要素,建立能够反映上海购物整体品牌形象和影响力发展状况和趋势的评价体系,为打响“上海购物”品牌提供支撑和参考。 Shanghai issued the three-year action plan to launch"Shanghai shopping"brand to accelerate the construction of international consumer city(2018—2020)in 2018.The goal is to build a global oriented consumer market and build an international consumer city with global influence.Focus on the"Shanghai Shopping"brand,this paper based on the formation mechanism and mechanism of brand,deeply explores the key factors of the brand influence of"Shanghai Shopping"brand.In order to provide support and reference for launching the"Shanghai Shopping"brand,this paper also establishes an evaluation system which can reflect the overall brand image and influence development status and trend of"Shanghai Shopping"brand.
作者 贾佳 袁梦 Jia Jia;Yuan Meng(Shanghai Institute of Qualily and Standardization)
出处 《中国质量与标准导报》 2021年第4期65-67,71,共4页 China Quality and Standards Review
关键词 “上海购物”品牌 关键要素 评价体系 "Shanghai Shopping"brand key factors evaluation system
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