城市品牌的定位评价与分析分析——以山东省17地市为例-evaluation and analysis of city brand positioning —— taking 17 cities in shandong province as an example.docx

摘 要 摘要 在竞争日益激烈的现代市场经济条件下，为了提高自身的综合竞争力并实现可持 续发展，作为行政区域的城市不仅要作为商品进行经营，而且应实现品牌化管理。城 市品牌建设是一个动态过程，它具有一定的科学性与艺术性。在此过程中，城市品牌 定位是首要环节与核心内容。科学合理的城市品牌定位指明了城市品牌建设的目标与 方向；优化城市的投融资环境；提高城市形象与竞争力。因此，城市品牌定位这一课 题开始受到越来越多国内外专家、学者的关注。 位于中国东部沿海地区的山东省具有悠久的历史，同时它又是儒家文化的发源 地，具有深厚的文化底蕴。近年来，随着经济社会的快速发展，山东省的城市化发展 迅速。据有关资料显示，山东省的城市化已超过全国平均水平，但城市化的质量以及 竞争力仍有待提高。如何进行科学的城市品牌定位，建设山东省17地市城市品牌成为 非常值得研究的课题。 在借鉴国内外学者相关文献研究的基础上，本论文采用了理论分析与实证分析相 结合的研究方法，构建了区域城市品牌定位评价指标体系和函数模型。采用因子分析 法中的主成分分析法，以山东省为例进行实证分析，建立了山东省城市品牌定位评价 函数，评价和比较分析了山东省17地市城市品牌定位的能力，总结了城市品牌定位效 用较高的城市经验并提出了科学城市品牌定位的对策，使城市品牌资源配置最优，从 而实现一定区域内城市的可持续发展，供其他省份城市品牌定位参考。 关键词：品牌；城市品牌；品牌定位；主成分分析 I 城市品牌的定位评价与分析研究-以山东省17地市为例 Abstract Under the condition of modern market economy, as the city administrative area, not only should the city sell itself as a commodity ,but also should be a brand ,in order to improve its comprehensive competition ability and realize the sustainable development. The construction of the city is a scientific , systemic and dynamic process. In this process, the city brand positioning is the first link and core content. The scientific and reasonable city brand positioning points out the goals and direction of city brand construction; optimizes the city investment environment, improves the overall imagination and competitiveness of the city. Therefore, the subject of city brand positioning has been given more and more attention of scholars, experts at home and abroad. Shandong province is located in the China eastern coastal area. It has a long history and it is the birthplace of Confucian culture. In recent years, with the rapid development of the economy and society , the development of urbanization of Shandong province is more and more quickly. According to the correlated statistics, the level of the urbanization of Shandong Province has higher than the national average. But the quality and competitiveness of the city remain to be improved. How to realize the scientific city brand positioning and the construction the city bra