城市品牌的内涵及生成机理与成长路径研究

On Urban Brand Connotation and the Formation Mechanism and the Growth Path

城市品牌是一个城市在其发展过程中积累和沉淀下来的个性化优势资源的总和,是城市在推广自身的过程中传递给社会公众的独特价值体验,内含着城市的客观资源和城市利益相关者的主观感受两个方面的内容。城市品牌是城市独特的客观资源与观者的主观心理感知相互作用的结果,其生成一般要经历城市的目标顾客对城市资源的认知、城市的目标顾客对城市品牌信息的心理体验和城市品牌在目标受众心目中形成并固化阶段三个阶段。城市品牌的成长将经历品牌生成、品牌成长、品牌成熟及品牌延伸的发展路径。

City brand is the sum of the personalized superior resources of a city in its development process,accumulate and settle down,is the unique value of a city in the promotion process passed to the public experience,inside his mouth,objective resources of the city and urban intereststhe subjective feelings of the two aspects.City brand is the result of the interaction of the city’s unique objective resources and subjective psychological perception of the viewer,which generates psychological experience generally go through the city’s target customer awareness of urban resources,the target customers of the city’s urban brand information and urban brand to form in the minds of the target audience and the curing stage three stage.Urban growth of the brand experience brand generate brand to grow,mature brand and brand extension development path.