用户生成内容平台对城市品牌感知影响的研究综述

A review on the impact of UGC platforms on the perception of city brand

城市品牌价值是城市核心竞争力的外在体现之一,越来越多的城市、区域、国家开始发掘品牌价值,投资品牌创建活动以树立良好的口碑,获取竞争优势。同时,社交媒体以用户为核心,大力发展用户生成内容平台,是现阶段城市发展的有力传播渠道。城市管理者应发现利用这一渠道进行有效的管理,并制定合适的传播策略。基于此,本文通过对该问题近几年的文献梳理及分类,旨在对该领域的研究现状和研究重点有清晰的认识。

City brand value is one of the external embodiments of the core competitiveness of cities,more and more cities,regions and countries have begun to explore brand value,invest in brand creation activities to establish a good reputation,and obtain competitive advantages.At the same time,social media is vigorously developed,and the user-generated content platform takes the user as the core,which is a powerful communication channel for urban development at this stage,and city managers should find that this channel is used for effective management and develop appropriate communication strategies.Based on this,through the literature sorting and classification of this issue in recent years,the article aims to have a clear understanding of the research status and research priorities in this field.