摘要
城市品牌定位是品牌建设的先决条件。城市品牌定位从层次上可以划分为核心品牌、次核心品牌和要素品牌。而根据城市品牌消费者类型,城市品牌可分为人居型、旅游型、资本聚积型和产品市场型4种类型。为准确进行城市品牌定位决策,可以根据城市资源的品牌属性强度或者基于目标受众的偏好选取合适的品牌因子。以此为基础,进行综合分析,将多个品牌因子变量化为几个少数综合变量。这就是主成分分析法的基本思想,它能帮助决策者进行准确的城市品牌定位。
The orientation of city brand is the precondition for the construction of brand. In terms of levels, the city brands can be classified into the core brand, the sub-core brand and the factor brand. In terms of the type of typical consumers, the city brands can be classified into residential type, tourist type, capital accumulation type and product-market type. To conduct a correct orientation of a city's brand, appropriate brand factors should be chosen in accordance with the strength of brand attributes of the city's resources or the inclination of the target citizens. On the basis of this, a comprehensive analysis reduces the multiple brand factors variables to a few comprehensive variables. This is exactly the basic idea for the principal component analysis, which can help policy makers carry out a correct orientation of city's brand.
出处
《西南交通大学学报（社会科学版）》
2004年第6期105-108,共4页
Journal of Southwest Jiaotong University(Social Sciences)
关键词
城市经济
品牌经营战略
经济资源
市场竞争
<Keyword>the orientation of city brand
brand orientation
Chengdu
principal componentanalysis
