长三角地区城市品牌定位研究——以吸引旅游为例

City Brand Positioning in the Yangtze Delta Region——Take Attracting Tourism as an Example

长三角经济一体化为长三角地区城市品牌建设提出了新的要求,本研究从城市目标受众(旅游者、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合理定位的依据。本文以潜在旅游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,并结合资源禀赋分析、竞争分析为长三角八个案例城市的旅游品牌定位提出建议。

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. 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.