基于顾客价值视角的城市品牌感知影响因素研究

A Study on the Factors Influencing City Brand Perception from the Perspective of Customer Value

城市也可以像产品一样通过品牌塑造来提升影响力和竞争力,优秀、独特的城市品牌必定是能够得到顾客内心认同与理解的品牌。本研究以天津市为例,对545名具有不同利益诉求的城市顾客进行了问卷调研,通过实证分析研究发现,城市品牌的两个构成维度——城市基本功能和城市情感认同,都会对顾客的城市品牌感知产生促进作用;生态功能、生活功能、经济功能、游憩功能、文化功能这五个城市基本功能对顾客城市品牌感知的影响程度不同;整体而言,城市情感认同维度比城市基本功能维度更能对城市品牌感知产生积极影响。

This article proposes that the attractiveness and competitiveness of a city can be promot-ed by making an appropriate brand ,and that outstanding and distinctive city brands are necessari-ly characterized by their elliciting sense of identity and understanding from customers .This article takes Tianjin as an example ,and conducts a survey on 545 city customers with various interests . The empirical analysis demonstrates that customers ’ city brand perception can be promoted by two factors of the city brand ,namely ,basic functions and emotional identification .There are five basic functions of a city ,namely ,ecological function ,living function ,economic function ,recre-ational function and cultural function ,which exert different effects on customers’ city brand per-ception .Generally speaking ,emotional identification of a city contributes more to customers ’ city brand perception than the basic functions .