“中国气候宜居城市”品牌价值利用成功经验探讨——以建德为例

Discussion on the successful experience of brand value utilization of“Climate Livable City of China”:A case study of Jiande

利用“中国气候宜居城市”建德市2015—2020年旅游人数和旅游收入、2018—2020年森林覆盖率、空气质量优良天数、空气质量优良率等数据,结合建德市政府工作报告和发展规划等资料,分析建德市“中国气候宜居城市”品牌价值利用情况。结果表明,多渠道宣传气候宜居品牌、以宜居为目标制定城市发展规划、每年发布气候宜居指数白皮书、以气候宜居品牌招商引资等是建德市“中国气候宜居城市”品牌价值利用的成功经验,在此基础上探讨了品牌利用的积极措施和发展对策。

Based on the number of tourists and tourism income in Jiande,a“Climate Livable City in China”,from 2015 to 2020,the forest coverage rate,the number of days of good air quality,and the rate of good air quality from 2018 to 2020,combined with the work report and development planning of Jiande Municipal Government,the paper analyzes the utilization of the brand value of“China’s climate livable city”in Jiande.The results show that Jiande’s“China Climate Livable City”brand value utilization is successful when the climate livable brand is promoted through multiple channels,the urban development plan is created to be“livable”,a white paper of climate livable index is released annually,and the investment is attracted using the climate livable brand.On this basis,this research also investigates the beneficial strategies and development countermeasures of brand utilization.