基于受众关系视角试论全球城市品牌资产塑造

The Study of Brand Equity Building of Global City Based on the Perspective of Audience Relationship

全球城市在其演变和发展的过程中,往往会基于城市的相关关系者形成和累积起超大规模的全球化城市品牌资产。这一全球化的城市品牌资产不仅给其所拥有或控制的城市带来切实的经济利益,而且可通过对城市受众关系化的经营大大提升城市的核心竞争力及竞争能级。本研究从全球城市具有强大吸引力和影响力的角度阐述了城市品牌资产的重要意义,通过对品牌资产学术理论的述评,深入探讨全球城市品牌资产的相关概念和内涵,并结合全球城市的特殊地位,研究了与之相适应的城市品牌资产构成及其特性。论文通过文献分析以及国际案例研究,探讨了城市品牌资产与相关运营机制的问题所在和产生因素。论文结合了韩国首尔全球城市品牌打造的国际经验,论证了基于城市受众关系的视角塑造全球城市品牌资产的可行性,并提出相关研究结论。

In the process of their evolution and development,global cities often form and accumulate large-scale globalized city brand assets based on their relevant stakeholder.On the one hand,the value of this globalized city brand asset brings economic benefits to the cities it owns or controls.On the other hand,through the management of urban audience relationships,the city’s core competitiveness and competition level are greatly improved.This study examines the importance of brand equities in cities from the perspective of strong attractiveness and influence of global cities.Through a review of academic theories of brand equity,the study discusses the concept and connotation of global city brand equity,and analyzes the composition and characteristics of city brand equity that are suitable for the global cities in relation to the special status of global cities.Through literature analysis and international case studies,this paper discusses the problems and factors of city brand equity and related operation mechanism.Based on South Korea’s capital,Seoul’s experience on building globalized city brand assets,this paper aims to present relevant research findings on how urban audience shape globalized city brand assets.