基于生态位理论城市品牌竞争结构分析——以城市旅游品牌为例

Analysis of City Brand Competition Structure Based on the Niche Theory——Case Study of City Tourist Brand

随着城市成为竞争的主体,品牌化战略日益成为城市重要的竞争策略。文章从城市品牌外部资源的研究视角,将生态位理论引入到城市品牌的研究之中,从品牌支撑、品牌维护、品牌实现三个维度构建城市品牌生态位评价指标体系,运用生态位宽度、生态位重叠度和重叠压力测度函数对城市品牌的资源获取能力和品牌间的竞争态势进行分析。并以济南等周边八个城市的旅游品牌作为研究样本,辨识城市旅游品牌的竞争结构,通过对不同层次城市旅游品牌的发展趋向及竞争区间的辨识,提出相应的旅游品牌竞争策略。

With the city becoming the competitive main part, brand strategy comes to be the most significant strategy. From the perspective of the city brand external resources, this paper establishes a city brand econiche evaluation index system by applying the econiche theory to city brand research in terms of three dimensions of supporting brand, maintaining brand and achieving brand. Then it uses econiche width function, econiche overlap function and econiche overlap pressure function to analyze city brand resources^accessibility and competitiveness among cities brands. Finally, it takes eight cities as the research samples which covers surrounding area of Ji Nan to build these cities tourism brands＂ competitive structure. Through identifying cities tourism brands＂ development trends and competitiveness ranges of different levels, it proposes corresponding competition strategies for tourism brands.