基于顾客视角的城市形象细分

Study on the segmentation of city image from the perspective of customer

基于对城市形象定义的演进及其内涵的探讨,就城市形象的战略重要性进行了分析;继而,分析了国内现有城市形象概念模型的主要不足,即顾客视角的缺失;以战略形象管理理论为基础,从顾客需求的视角提出了城市形象的"五分法",即将城市整体形象细分为宜商形象、宜居形象、宜业形象、宜游形象和原产地形象等五个子形象;最后,就每一个子形象的构成要素进行了探讨。

This article first discusses the evolution of city image＇ s definition and analyzes the significance of city image. Based on theoretical analysis, it finds out that the existing concept models of city image are not perfect in the two following aspects： one is that it is mainly city marketer oriented and the other is that they pay insufficient attention to city customers＇ demands. Finally, from the perspective of city customers＇ demand, it classifies city image into five sub - images and explores its essential component factors respectively.