The Study On The Influencing Factors Of Qinhuangdao's City Brand Perception

With the acceleration of urbanization and the increasing competition in resources, as a strategy tool of city marketing, city brand strategy is widely used by more and more cities to develop cities'attraction and competitiveness. Because of the lack theory and practice, there are some shortage exist in city brand activities. The main purpose of this paper is to borrow presents outcomes of foreign researches on the influencing factors on the perception of city brand and build influencing factors model of city brand perception, the feasibility of the model is demonstrated by data collection and analysis based on Qinhuangdao's actual situation, the practice directive significance for Qinhuangdao's city brand building is put forward in the end of the paper. According to the characteristics of this article, questionnaire research, quantitative and qualitative researches are adopted.First, in this paper, a review and summary on the results of related present researches is conducted, which offered a precious theory basis for the theory model which would be built in following chapter. Then the introduction of related concepts of city marketing and city brand was made, and then brand perception theory and perception driving theory of city brand were introduced, which would be the theory basis for this article.Second, the perception of city brand is defined; and then investigated the issue of city brand perception from eight aspects which include environment, foundation facility social elements and economy elements, etc. Theoretical hypothesizes are proposed accordingly.Third, real data of Qinhuangdao's city brand perception was collected by questionnaire based on the actual situation of Qinhuangdao's city brand, then analysis of data by statistics software is carried out, the test of hypothesizes were made based on the interpretation of data analysis.In the end, based on the results of this research, management suggestion for city brand building of Qinhuangdao was offered from five aspects which are keep the attraction of nature, consummate the foundation facilities, develop city's economy, build cultural atmosphere and develop work ability of governments..