城市特性与政府网站营销内容的关联性——基于中国28个世界城市的分析  

Correlation between cities' characteristics and their official websites' contents in the context of city marketing:An empirical analysis based on 28 Chinese world cities

作　　者：刘怀宽 薛德升[1] 刘晔[1] LIU Huaikuan;XUE Desheng;LIU Ye(School of Geography and Planning,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]中山大学地理科学与规划学院,广州510275

出　　处：《地理科学进展》2019年第2期259-270,共12页Progress in Geography

基　　金：国家自然科学基金重大国际(地区)合作研究项目(41320104001);国家自然科学基金面上项目(41871140);中山大学高校基本科研业务费专项资金项目(17lgjc04)~~

摘　　要：随着全球化的发展和网络社会的崛起,越来越多的城市政府通过政府网站吸引人才、资本、技术等资源的流入,实现经济的快速增长,城市政府网站如何选择营销内容成为城市营销学者关注的热点。研究发现,不同城市的网站营销内容存在显著差异。进一步对造成城市网站营销内容差异背后的机制进行研究,发现城市特性可能与政府网站营销内容的选择存在关联性。城市特性包括经济、政治、社会、文化等多个维度,然而已有研究大多忽视了不同类型的城市特性与城市政府网站营销内容关联性的强弱差异。因此,论文以中国大陆28个世界城市作为研究对象,采用聚类分析、因子分析、多重比较检验等方法,识别中国世界城市政府网站营销内容的主要类型,探究与政府网站营销内容关联性显著的城市特性。研究发现:①就营销内容而言,中国世界城市政府网站可分为政治文化型、政务信息型、生活服务型、景观形象型4种类型;②中国世界城市的网站营销内容与城市自身的经济全球化水平、第三产业化水平、失业人口与政治地位、经济增长速度的关联性较强;③生活质量和旅游业、经济总量和财政预算、客运量和人均年收入、人口增长和土地面积等特性与网站营销内容的关联性不显著,说明并非所有城市特性均与城市政府网站的营销内容存在显著联系,不同类型的城市特性与营销内容的关联性存在差异。In the era of globalization and network society, more city governments launch to market themselves through the Internet to attract talents, capital, and technology in order to promote economic development. In this regard, academics began to do research on how cities use their official websites to market themselves. In most cases, the marketing contents on cities’ official websites are significantly different and further research on the causes of dissimilar marketing contents indicates that city characteristics correlate to the selection of website contents. In some cases, city governments market themselves with contents conforming to their current situation.However, other empirical studies argue that sometimes city governments may also market themselves with contents completely dissimilar to their factual features. Therefore, how city features correlate with the selection of official websites’ marketing contents has attracted international academic attention. In previous studies,Chinese scholars generally focused on analyzing the specific marketing strategies and consequent effects of different cities’ marketing strategies but recently, some researchers have started to use quantitative methods to analyze the correlation between city features and their marketing strategies. However, as city features involve diverse aspects including economy, politics, society, and culture, the presumption that all city characteristics significantly correlate with the selection of marketing contents has overlooked the differentiated significance of city characteristics. In this sense, with quantitative methods including cluster analysis, principal component analysis, and multiple comparison tests, this research analyzed the main types of marketing contents on 28 Chinese world cities’ official websites and the correlation between city characteristics and marketing content selection. The conclusions are as follows. First, the marketing contents on the websites of Chinese world cities can be categorized as four main types incl

关 键 词：城市特性 城市营销 政府网站 关联性 世界城市 中国 

分 类 号：F299.2[经济管理—国民经济] D63[政治法律—政治学]