Research on Methods of Urban Brand Building Based on Stakeholder Theory
Building urban brand,with the urbanization process speeding and the keen competitions between cities，has already been a key what absorbs talent，investment and tour,and promotes the development of the whole city．The paper divides factors what affect urban brand building into“subject factorsand“object factors．The subject factors consist of the economic environment，science and education environment,politics and law environment,urban planning and nature environment,etc．．The object factors infer to audience factors which affects urban brand building，include urban internal stakeholders and external stakeholders．This paper explores emphatically drive mechanisms of inner brand and stakeholder cognition,puts forward research framework and fundamental assumption,and draws the course and method model of urban brand building．Finally,it explains briefly building methods of urban brand by five aspects of urban brand position and urban spirit,urban‘calling card’projeet,stakeholder experience and satisfied project,urban brand integrated communication,organization and management of urban brand building．and so on.
Urban brand Stakeholder Subject factors Object factors City
ZHANG Yi ZHANG Rui
Institute of Brand Sciences,Chongqing University of Arts and Sciences,P.R.China,402160
国际会议
2008 Conference on Regional Economy and Sustainable Development(2008区域经济与可持续发展国际学术会议)
济南
英文
587-592
2008-11-01（万方平台首次上网日期，不代表论文的发表时间）