品牌联想核心价值研究.docx

PAGE 2 摘要　　随着城市化进程的不断推进，城市成为了一个国家经济的增长点，而基于现在的全球化年代，人才与投资的快城市流动再一次的加速了城市之间的竞争。在这方面，城市品牌被认为是保持和提高城市竞争力的最有效途径。杭州作为是国际风景旅游城，也是新的一线城市更需要塑造一个强势的城市品牌，以保持自己的领先优势。　　在城市品牌建设与管理当中，品牌联想扮演者十分重要的角色。本文以杭州城市为背景，从顾客视角出发，挖掘杭州城市品牌的核心联想，并与杭州城市管理者（政府等部门）设计的品牌形象与品牌定位进行比较，寻找差距，最后提出政策和管理建议。 　　文通过对杭州市消费者品联想的评价，确定了核心品牌联想，并且总获得了23个核心联想。消费者品牌协会以杭州工业品牌、企业品牌、旅游品牌、名人等为中心。研究结果对提高杭州的城市品牌资产价值和其可持续发展具有一定的理论和现实指导意义。 关键词：城市品牌；杭州；品牌联想；核心品牌联想； Abstract 　　With the continuous advancement of urbanization, cities have become the base point and focus of national economic growth. However, in the era of globalization, the cross-regional flow of talents and capital has further intensified the fierce competition among cities. In this context, urban branding is considered to be the most effective way to maintain and enhance the competitiveness of cities. Hangzhou, as an international scenic tourist city, is also a new first-tier city that needs to build a strong city brand to maintain its leading edge. 　　Brand association plays a very important role in urban brand construction and management. This paper takes Hangzhou city as the background, starts from the customer perspective, excavates the core association of Hangzhou city brand, and compares it with the brand image and brand positioning designed by Hangzhou city managers (government and other departments) to find the gap, and finally puts forward the policy and management suggestions. 　　This paper collected the brand associations of urban consumers in Hangzhou and pointed out the core associations through the evaluation of consumers on their associations. A total of 23 core brand associations were obtained. Consumer brands Lenovo around the city of Hangzhou industrial brands, corporate brands, tourism brands and celebrities. 　　The research results have certain theoretical and practical guiding significance for improving the value of Hangzhous urban brand equity and its sustainable development. 　　Keywords：City brand; Hangzhou; Brand association; Core bran