基于认知者角度的城市品牌实证分析——以武汉市为研究样本  

The Empirical Analysis of City Brand based on the learners' Perspective

作　　者：冯易[1] 彭卉[1] 

机构地区：[1]武汉纺织大学人文社科学院,湖北武汉430073

出　　处：《武汉科技学院学报》2011年第1期64-67,共4页Journal of Wuhan Institute of Science and Technology

摘　　要：以品牌认知者的角度为切入点,采取抽样问卷的方法,对武汉市内部认知者和外部认知者的武汉市城市品牌认知现状及心理需求展开分析。通过数据收集和整理,发现城市认知者对武汉市的城市品牌主旨存在认知差异:武汉内部认知者对于生活居住环境和娱乐休闲的需求最迫切,而外部认知者对于就业和投资机会的需求最明显。武汉市在城市品牌形象的定位和传播过程中应重视城市认知者的主观能动性,合理发掘城市资源,塑造一个融洽、公平、亲和的环境。In view of the brand recognition,for the internal and external perception of Wuhan city for Wuhan city brand cognitive psychology demand and cognitive status analysis according to the survey.It＇s found that the differences between city cognition and existing brand purpose.What is most needed to the citizens is accommodation and entertainment,however,investment opportunity and job to the others.It should pay attention to city cognition＇s subjective during Wuhan city brand image positioning and propagation process,explore urban resources reasonably,create a harmonious,fair,human-friendly environment.

关 键 词：城市品牌 品牌认知 武汉市 形象定位 

分 类 号：F592.7[经济管理—旅游管理]