上海城市品牌定位评价与提升研究

上海交通大学硕士学位论文上海城市品牌定位评价与提升研究姓名：陈艺申请学位级别：硕士专业：企业管理指导教师：余明阳200901011253ABSTRACTIRESEARCHONTHEEVALUATIONANDUPGRADEOFSHANGHAICITYBRANDPOSITIONINGABSTRACTWiththequickenedurbanizationandfiercecitycompetition,itisassumedthattheestablishmentofcitybrandisthekeytoacity'ssustainabledevelopment.Butplentifulandcomplexcityfunctionsmakethecontentsofcitybrand’sestablishmentextraordinaryhuge.Fromeconomy,culture,environment,traffic,toaccommodation,education,andsecurity,everyaspectisrelatedtotheaccomplishmentofcitybrand.Andinthiscomplexprocess,citybrandpositioningisthecore.Itisthecoretomanageacityandbuildthecity’sbrand.Thevaluesofcitybrandareitspositioninthemarketandirreplaceablecharacter.So,underthisbackground,thisdissertationchoosepositioningasthecut-inpoint,researchonthecorrelativetheoriesofcitybrandpositioningin-depth.Thendiscussitsapplicationoftheempiricalstudy,andproposesomeappropriateopinionsandsuggestionstothecitybrandpositioningofShanghai.Thefirstchapterexplainsthebackground,significance,frameandABSTRACTIImethodandinnovationpointofthisresearch,asthebeginningandforeshadowerofthewholedissertation.Thesecondchaptercollectsalotofdomesticandforeignliteraturedataaboutcitybrandandcitybrandpositioningaccordingadoptingliteratureanalyticmethod,whichprovidesatheoreticalresearchfoundationfortheexplorationofthecitybrandpositioningevaluationsystemandmethod.Thethirdchapterstudiestheinfluencefactorsofcitybrandpositioningonthebasisofsummarizetheforegoingtheories.Inthefaceofthemanyfactors,thisdissertationsummarizeandcardingtheseinfluencefactorsfromsubjectiveandobjectiveaspects,asthetheoreticalsupportforbuildingthecitybrandpositioningevaluationsysteminnextchapter.Thefourthchapterbuildsthecitybrandpositioningevaluationindexsystemonthebasisofanalyzingthecitybrandpositioninginfluencefactors,includesfourdimensionalitieswhicharelivingenvironment,businessenvironment,cultureenvironmentandtourismenvironment.Andintroducehowtousethefactoranalysistoevaluatethesystem.Thefifthchapterdoesanempiricalstudybyusingthetheories,analyzingmethodandrelatedmodelsthathavebeendiscussedinforegoingchapters.ChooseShanghaiastheobjecttodothefive-yeardynamicevaluationandanalyze,pickouttheweaknessandadvantageofABSTRACTIIIShanghaicitybrandpositioning,andalsomakeanupgradeproposal.Asthelastsectionofthedissertation,thesixthchaptersummarizesthedissertation,andproposesthefutureprospectsforfurtherstudy.Inconclusion,thedissertationanalyzestherelatedpaper,fromanewperspectiveonthequantitativestudytodiscussthenewcitybrandpositioning,inthestudywedividedthefactorofcitybrandpositioninginto“Objectivefactorsandsubjectivefactors,builtthecitybrandpositioningfactoranalysismap,forthefirsttimeanalyzedtheimpactfromtherootcauses,providedanimportanttheoreticalbasisfortheselectionofcitybrandpositioning.Ontheconstructionoftheevaluationindexsystem,weimprovedandoptimizedthetraditionalevaluationsystem,classifiedthecitybrandintofourdifferentdimensions,solvedtheproblemthatfacingthevariousbrandresourceswhenstartedthecitybrandpositioning,weusedthefactoranalysisgiveanintegratedevaluationofthecitybrandpositioning,estimatedtherelativevalueofdifferentdimensionsincitybrandpositioningmorescientificallyandvisually,constructinganoperationalandscientificcitybrandpositioningevaluatingindexsystem.Ontheapplicationoftheindexsystem,wemadeadynamicanalysisofShanghaibrandpositioningforthefirsttime,usingthedevelopedperspectivetoanalyzethechangingofShanghai’scitybrand,tofindacertainlawtoanalyzetheweaknessandstrengthsofShanghaibrandpositioning.AfterthatwegottheconclusionthattheABSTRACTIVfutureofShanghai’scitybrandpositioningisbasedoneconomicconstruction,ensurethecultureandtourismconstruction,emphasisonpromotingthecity'slivingenvironment.Completingofthetargetoffourcenters,atthesametime,createanewworld-generationandmulti-functionalcitybrand.Thesemaketheresearchofthisdissertationhasgreattheoreticandpracticalmeaning.HopetheconstructionoftheevaluatingindexsystemofcitybrandpositioningandtheapplicationoftheevaluatingmethodscanbeausefulguidingroletoChina'scitybrandmanagementpractices.KEYWORDS:citybrandpositioning,evaluatingindexsystem,factoranalysis11.150%[1]200640%50%88.7%[2]1-130%70%[3]1880-19601960-1990199530%202050%1-1[3]Figure1-1Northamcurve70%30%%2209020102007501.231.2.11.2.2[4]1.31.3.141-2Figure1-2Layoutofresearchframework1.3.21523451.412100534672.1KevinLaneKeller2003[5]2.1.1Kotler2003[6][7]Lloyd2003[8]Gellers2003[9]Rainisto2003PlaceIdentity[10]MacFadyen2004[11]Gibson2005[12]2003[13]2003[14]2003[15]2004[16]20048[17]2004()[18]2005[19]2005[20]2.1.2Whitfield1999[21]2002[22]2003[13]2003[23]2003[24]2003[25]2004[26]2004[27]2004[28]2004[29]20049[30]2004[31]2004[32]2004[33]2005[34]2005[35]2005[36]2006[37]2006[38]2007[39]2.1.3[38]Smith1994[40]Kapferer2000[41]2002[22]2003[42]2004[43]2004[28]200410[29]2004[17]2005[44]2005[45]2005[46]2006[38]2006[37]2006[47]2006[48]2007[49]2007[50]2007[51]2007[52]2008[53]2008[54]2.1.4[55]200211[56]2002[55]2004[31]2005[57]2005[58]2006[59]2.22.2.1Meer1990[60]Rainisto2003Aaker12KellerPlacesbrandrepositio