摘要
在全国性城市品牌形象受众感知综合调查的基础上引入了利益相关者理论,将受众区分为本地居民、到访者、未到访者三类利益相关者,进而就这三类利益相关者对我国36个主要城市品牌形象的感知现状、感知差异及感知评价的客观影响因素进行了实证分析。结果显示:各类利益相关者对东部地区城市综合品牌形象的感知评价高于中西部地区;不同的利益相关者对城市综合品牌形象具有不同的感知评价;本地居民对所在城市综合品牌形象的感知评价普遍较高;城市分类品牌形象对利益相关者的城市综合品牌形象感知评价具有显著影响;历史文化底蕴对到访者和未到访者的城市品牌形象感知不具有显著影响。
Based on a nationwide comprehensive survey of the audience perception to China's city brand image and by introducing the stakeholder theory,this essay divides the audience into three kinds of stakeholders,that is,local residents,visitors and non-visitors,and then carries out a series of empirical analyses on the status quo,differences and objective influencing factors of this three kinds of stakeholders' perception to the brand image of 36 major cities in China. The results showe that,for all kinds of stakeholders,the evaluation on the urban comprehensive brand image of the eastern region is higher than that of the central and western regions; different stakeholders have different evaluation on the urban comprehensive brand image; local residents ' perception on the urban comprehensive brand image tended to be higher; the classified urban brand image has a significant influence on the stakeholders' perception to the urban comprehensive brand image; historical and cultural heritage have no significant influences on the visitors and non-visitors' perception to the urban brand image.
出处
《城市问题》
CSSCI
北大核心
2017年第5期26-34,共9页
Urban Problems
基金
教育部人文社会科学青年基金项目(15YJC860023)之阶段成果
关键词
城市品牌形象
利益相关者
感知度
实证调查
urban brand image
stakeholder
perception level
empirical investigation
