联系我们

论文查询结果	返回搜索

论文编号：	3153
作者编号：	1120050712
上传时间：	2011/6/2 16:14:48
中文题目：	基于顾客视角的城市品牌评价研究
英文题目：	A Study on City Brand Evaluation Based on the Customer Perspective
指导老师：	白长虹教授
中文关键字：	顾客视角，城市品牌，评价，扎根理论方法
英文关键字：	Customer perspectives,City brand, Evaluation, Grounded theory method
中文摘要：	随着全球化和城市化的发展，城市之间的竞争日益从城市的基本功能延伸到城市文化、城市个性、城市品牌的比拼。城市品牌越来越受到重视，并日益成为提升城市竞争力的重要手段，一些城市的管理者开始效仿工商企业的做法，通过构建城市品牌来提高城市的竞争力和吸引力。要构建具有强大竞争力的城市品牌必须有科学系统的城市品牌理论和工具的指导和帮助。而城市品牌作为一个刚刚发展起来的学科，并没有形成系统的理论框架和工具，主要是借助传统品牌工具，从城市管理者角度研究如何建设、管理和评价城市品牌。因此，要解决目前城市品牌建设中存在的问题，就必须从顾客视角出发构建一个能够真实反映城市顾客想法，对城市品牌建设具有实际指导意义的城市品牌测评工具。 顾客视角就是要从城市顾客出发，通过对城市顾客如何看待城市品牌，城市顾客城市品牌感知要素是什么的理解，明确城市品牌概念、构建城市品牌体系。这就需要通过定性研究的方法，在实际研究过程中引入目标受众，通过非结构性的技术得出结论。扎根理论的分析方法尤其适合从经验资料的基础上建立理论，研究者在研究开始之前一般没有理论假设，直接从原始资料中归纳出概念和命题，然后上升到理论。因此，本研究采用扎根理论这种质性研究的方法。 为了回答顾客如何评价城市品牌这一问题，本文在扎根理论研究方法论的指导下，以大连的居民、旅游者和投资（创业）者为样本，通过深度访谈、问卷调查等方法获取数据，运用经典扎根理论这一规范的定性研究方法进行数据处理和理论构建，对顾客城市品牌感知进行了扎根研究。 本研究回答了最初的问题，即城市顾客如何感知和评价城市品牌，识别出顾客感知城市品牌的九个维度：生态适宜度、环境优美度、生活舒适度、人文景观吸引力、亲和力、发展潜力、个人发展空间、城市知名度和城市联想。本研究认为顾客视角城市品牌存在于城市顾客内心，是城市顾客与城市互动过程中对城市的体验和评价，以及城市所能带给城市顾客的整体印象和联想的总和。城市品牌来源于城市顾客对城市环境、城市文化、城市经济和城市传播四个方面的综合感知。 本研究构建了包含城市环境感知、城市文化感知、城市经济感知和城市传播感知四个一级指标，生态适宜度、环境优美度、生活舒适度、人文景观吸引力、亲和力、发展潜力、个人发展空间、城市知名度和城市联想九个二级指标的顾客视角城市品牌测评体系。这一测评体系从顾客视角出发，通过对城市顾客调查、测评和分析，获取城市内外顾客对城市功能、城市价值的体认对城市品牌做出评判，为我国城市管理者建设和管理城市品牌提供了一个科学工具。运用这一工具，有助于城市管理者清楚地认识城市的品牌建设现状，及时的发现城市品牌建设和管理中的问题，明确城市品牌定位的适切性，找准城市定位；明确城市品牌建设方向，找到城市品牌努力的方向，更好地强化城市品牌个性；明确城市品牌塑造途径，找到最适合本城市的品牌建设方法；明确城市品牌宣传的有效性，及时发现和调整品牌宣传与实际效果的偏差，提高城市的品牌影响力。 最后，本研究通过对北京、上海等29个城市的网络调研，对测评体系进行了应用和验证，并结合我国城市品牌建设状况，从顾客感知的角度为我国城市管理者提出了六条城市品牌建设建议。
英文摘要：	As globalization and development of urbanization, the competition between cities is extending from fundamental functions to cultures, city personality and city brand. More attention is paid on city brand which is becoming an important approach to improve city’s competitive power. Governs in certain cities begin to copy the experiences from industry and configure city brand to improve the city’s competitive power and attraction. However, the guidance and help of a scientific and systematic theory framework and tools is necessary for building city brand with strong competitive power. City brand is a new discipline without forming systematic theory framework and tools, which mainly borrows traditional branding tools to research on how to build, manage and evaluate city brand from the perspectives of city governs. Therefore, it is necessary to configure an evaluation tools for city brand from the perspectives of customers which should reflect real ideas of city customers and have the roles of practical guidance real city customer customers for the purpose of solving the current city brand issues. Customers’ perspective is defined how city customers treat city brand and how they feel the elements of city brand from the angles of city customers and identify the concepts of city brand and the configuration of city brand system. Thus qualitative research is required that targeting audience is introduced during search process and conclusion is gained by using the non- structural techniques. The analysis method of grounded theory approach is suitable for building theory from historical materials, where researchers has no theoretical assumptions before research and generalize concepts and proposition directly from original materials, and then form the theory. Therefore, grounded theory approach is adopted in this research. In order to answer how to evaluate city brand, Dalian residence, tourists and inventors chosen as sample, deep interviews and questionnaire survey are used to acquire data under the guidance of grounded theory methodology. This method, as a normative and qualitative method, is also applied to deal with data and configure data in order to study the perceptions of city brand. This research has answered the initial question, this is how city customer apperceive and evaluate city brand and identify nine dimensions of customer perceptions：ecological suitability, beautiful environment degree, life comfort, attractive cultural landscape, affinity, potential, personal development, city profile and city legend. City brand from customer perception exists in the hearts of city customers; it is the sum of overall impression and association of city of city customers’ experience and evaluation on cities during the process of interaction with cities. City brand originating from the overall perceptions of four dimensions: city environments, city cultures, city economies and city media. This research has built up four first-class indexes, this is, perception of environments, perception of cultures, perception of economies and perception of media, and 9 second-class indexes, these are ecological suitability, beautiful environment degree, life comfort, attractive cultural landscape, affinity, potential, personal development, city profile and city legend as city brand evaluation system from customers perspectives. This evaluation system is built from the perspectives of customs and can acquire the assessments of internal and external city customers regarding city functions and city values basing on surveys, evaluation and analysis. By utilizing this tool, city governs can clearly recognize the current conditions of city brand configuration and find the issues timely. Thus governors can identify the adaptability of city brand positioning, and target city position; identify the direction of city brand configuration and strengthen the personality of city brand; identify the means of creating city brands and find the most suitable means for the city; identify the effectiveness of publicizing city brand and find the difference between publicizing and its practical roles in order to improve the influence of city brand. Finally，this research has applied and modified the evaluation system by using internet survey on 29 cities including Beijing, and given 7 suggestions about city brand building for Chinese city governors from the perceptions of customers with consideration of the current city brand conditions in China.
查看全文：	预览  下载(下载需要进行登录)