城市品牌资产评估体系构建研究

Research on the Construction of Evaluation System of City Brand Equity

本文在对城市品牌资产内涵界定的基础上,通过对城市品牌资产的影响因素进行分析,构建出六维2层30个具体指标的城市品牌资产评价体系。运用层次分析法和主成分分析法对城市品牌资产进行定性和定量相结合的综合评估,以处于呼包银榆经济区的主要城市作为参考对象,对呼和浩特市进行实证研究,结果表明本文所构建的评价体系和选择的评价方法具有一定科学性和合理性,为进一步完善城市品牌资产评估体系和拓展城市品牌资产评估方法提供指导性作用。

Based on the connotation of defined of city brand equity and analyzed the influencing factors of urban brand equity,the article build a evaluation system of city brand equity,including six-dimensional and two-layer and 30 indicators.This paper uses AHP and principal component analysis to evaluate the value of city brand equity qualitatively and quantitatively and research brand equity of Hohhot,to the major cities in the Hu-Bao-Yin-Yu economic zone as a reference object.The result shows that the evaluation system and the evaluation method has rationality and scientific,and it provides guidance to improving evaluation system and expanding the evaluation method of urban brand equity.