基于管理者视角的区域城市品牌结构研究——以广东为例

同一区域内的城市之间既存在广泛的竞争,也天然要求彼此间的合作发展。城市品牌日益成为城市间竞争的首选工具。城市品牌的发展既需要广泛的营销推广,更需要扎实的品牌基础建设工作。本文从城市管理者的视角出发,以广东省21个地级以上城市为例,构建了城市品牌建设综合水平评价指标体系,进行了区域内不同层级的城市品牌结构分析,并在此基础上提出了促进城市间良好竞合发展格局的城市品牌发展战略对策。

Research on the Regional Urban Branding Structure from the Administrator's Perspective: A Case Study of Guangdong Province

There exists comprehensive competition and justified cooperation among cities in the same region. Urban brand gradually becomes the preference for intercity competitions. Its development needs extensive marketing and solid infrastructure construction. From the administrator’s perspective and based on the example of 21 prefectures in Guangdong Province, the paper sets up an appraisal index system of urban construction to analyze the branding structure of cities on different hierarchy within the region. The author also suggests strategies for benign competition and cooperation.