The Building of City Brand in Guangzhou, China:Based on a Field Survey of the Publics Perception

摘要：

　　City brand is the intangible assets and long-term competitiveness of a city.According to the brand strategy of Flower City, Green City, Water City which is issued by the Guangzhou Municipal Committee, based on the field survey of publics perception, this study analyzes the status quo of Guangzhous brand from the point of brand recognition, brand association and brand fit.Considering Guangzhous own resources and the status of its competitive cities, the paper dissects the advantages and disadvantages of Guangzhou.On this basis, the research puts forward the strategic target of city brand, and builds brand system through extracting brand concept and constructing brand experience.The results of this study provide the theoretical support and practical illumination for the brand building of Guangzhou.

关键词： city brand brand building field survey Guangzhou

作者: Liang Mingzhu Yi Tingting Liu Zhihong

作者单位: Management School, Jinan University, Guangdong, P.R.China, 510632

会议类型: 国际会议

会议名称: 2013 International Conference on Strategic Management(2013年战略管理国际会议)

会议地点: 成都

会议语种:英文

页码: 690-694

在线出版日期: 2013-12-15（万方平台首次上网日期，不代表论文的发表时间）