广州和深圳是直接竞争对手吗--两地大学生城市品牌个性感知及城市认同比较

Are Guangzhou and Shenzhen Direct Competitors--Comparing the City Brand Personality Perception and City Identity of Universty Students

广州和深圳同为广东省内的粤港澳大湾区核心城市,两个城市在品牌个性上存在直接竞争关系吗?大学生毕业时更愿意选择广州还是深圳?本文采用便利抽样进行问卷调查,收集了两地940名在读大学生对所在城市的品牌个性感知及城市认同的数据,用SPSS22.0分析了大学生感知到的城市品牌个性及对城市的认同度。结果表明广州和深圳在城市品牌个性上存在一定竞争关系,城市认同无显著差异,不同维度的品牌个性感知对城市认同影响不同,大学生就业时更喜欢深圳。

Guangzhou and Shenzhen are both core cities of the Guangdong-Hong Kong-Macao Greater Bay Area in Guangdong Province.Are the personality perceptions and city identities of the two cities similar for the university students?The students prefer to choose Guangzhou or Shenzhen when they graduate?In this paper,a questionnaire survey was conducted using convenience sampling with 940 university students in Guangzhou and Shenzhen.SPSS 22.0 was applied to analyze the brand personality perception and city identification.The survey shows that there are certain competitions between the personalities of Guangzhou and Shenzhen,but the city identities are similar,and different dimensions of brand personality perception have different effects on urban identity.The students prefer Shenzhen when they are employed.