Research On The Factors Affecting The City Brand Competitiveness Based On City Consumer's Point Of View

Since the era of mobile Internet access,rapid economic development and industrial upgrading,times change,product iteration,the brand is still a key factor in consumer choice.With the continuous development of society,scholars began to expand the concept of the brand to the city and the country,making the research of the regional brand become the focus of urban governance.The city brand is the integration of the city's tangible assets and intangible assets,which represents the core competitiveness of the city.Only by improving the competitiveness of the city brand,can each city in the wave of urbanization in China to maintain distinctive features,stand in the forest of Chinese cities.Urban customers are the largest stakeholder groups,including residents,tourists,business operators and investors.At present,scholars at home and abroad have made great achievements in urban marketing,urban competitiveness,urban brand and brand competitiveness,but there are few researches on urban brand competitiveness.Especially from the perspective of customers to explore the competitiveness of the city literature less.This study is based on the domestic and foreign literature,taking the urban brand competitiveness as the research object,through the analysis of the current situation,the related theory,the definition of the core concept,the questionnaire survey and interviews,quantitative analysis and empirical research,this paper explores the influence factors of urban brand competitiveness from the perspective of urban customers.Through rigorous logical analysis and theory research,this paper divide factors of city brand competitiveness into environmental factors,economic factors,cultural factors,political factors,city brand awareness and reputation,and construct the conceptual model of the factors affecting the competitiveness of urban brand.Through empirical research,cultural factors,city brand awareness and city brand reputation has a significant positive effect on city brand competitiveness,environmental factors and political factors of city brand competitiveness is not significant,economic factors has a significant negative effect on city brand competitiveness.Finally,the paper puts forward some suggestions on how to improve the competitiveness of city brand:pay attention to the construction of the city brand culture,spread city brand awareness,enhance city brand reputation,attract the participation of urban brand stakeholders and strengthen the maintenance and renewal of the city brand.On the one hand,this study is helpful to enrich the research content of urban brand competitiveness,give the city brand competitiveness frontier theoretical issues and more in-depth insight,and promote the construction of the theoretical framework of urban brand competitiveness;On the other hand,through the rigorous logical analysis putting forward hypotheses,using quantitative analysis method were standardized and validated,in order to promote the use of quantitative methods to study the brand competitiveness of the city,to provide more reference for further research.