“一带一路”下广州“花文化”品牌形象提升策略研究

The Study on the Promotion Strategy of Guangzhou “Flower Culture” Brand Image under the Background of “One Belt and One Road”

"一带一路"下广州"花城"品牌地位正面临着严峻的挑战,主要原因是广州对"花文化"品牌形象的塑造明显滞后。只有塑造独特的广州"花文化"品牌形象,才能提升广州在"一带一路"沿线城市中的品牌竞争力。本文以"花文化"及城市品牌营销理论为基础,先比较了广州"花文化"品牌形象相对于国内外其他城市的不同点,然后通过因子分析法揭示了广州"花文化"品牌形象五个构成因子及不同群体的感知差异,提炼了其品牌形象感知方面存在的问题,最后提出了提升广州"花文化"品牌形象的策略建议。

Under the background of"one Belt and one Road", Guangzhou"Flower City"brand is facing severe challenge due to the obvious lag of"flower culture"brand image establishment. Only by establishing unique"flower culture"brand image can Guangzhou promote the brand competitiveness successfully. On the basis of flower culture and city brand marketing theory, this article firstly analyzes the differentiation advantages of Guangzhou"flower culture"brand, secondly reveals five factors of Guangzhou"flower culture"brand image and the perceived differences between different groups through the factor analysis. The problem on brand image perception is further summarized. Finally, some tactical recommendations on promoting brand image are provided.