区域形象测量内容的研究综述  

A Research Review of Measurement Content on Regional Image

作　　者：王龙[1] 刘梦琳[2] 

机构地区：[1]河海大学商学院,江苏南京211100 [2]南京师范大学商学院,江苏南京210046

出　　处：《城市发展研究》2012年第1期24-28,46,共6页Urban Development Studies

基　　金：中央高校基本科研业务费专项基金项目"区域品牌形象维度的构建及测量研究";编号:2010B10514

摘　　要：本文将区域形象理解为区域客观状况的存在方式,并从实体形象、投射形象与感知形象三个层面对区域形象的测量内容进行综述。区域实体形象的测量内容大多围绕区域的客观属性展开,从区域规划设计角度强调区域现实资源的竞争力;区域投射形象测量通过对信息源及信息的内容分析,将样本内容中出现的高频特征词作为测量内容,以体现区域在媒体世界中的形象;区域感知形象测量则从目标受众的认知与情感两个方面进行,明确目标受众对区域现状、特征的主观看法与态度倾向。Regional image is defined as a presentation of objective regional factors in the paper, which can be divided into three aspects including entity image, projected image and perceived image. Each aspect of regional image has different measurement content. Entity image can be measured on the basis of objective attributes, which mainly displays in the forms of regional design and regional competitiveness. Projected image is assessed through content analysis, which treats the most frequent meaningful words as testing indicators on medium information. In order to explore the subjective attitudes on regional attributes and features of targets, perceived image is measured from cognitive and affective perspectives.

关 键 词：区域形象 测量内容 综述 

分 类 号：F061.5[经济管理—政治经济学]