Research On The Influence Of Perception Of City Brand On College Students’ Employment Intention

The competition between cities in the 21st century has turned into a competition for talents.As a special kind of human resource,college students are increasingly becoming the key "competition" objects for urban development.In this special battle,more and more cities have adopted brand management methods to build their own"talent-friendly" image.This is the research background of the article.When formulating a brand management strategy,only by clarifying which factors will affect the perception of the target group can the strategy work better.Therefore,this article is written to enrich the relevant research results while shaping the city for city managers.The research consists of two parts.The first part analyzes the relevant researches,and analyzes which factors will affect the perception of college students’ city brands.The second part further studies the influence of city brand perception on employment willingness,and at the same time explores the mediating role of city identity in it,and conducts research on college students nationwide.This article mainly adopts the questionnaire survey method,through collecting questionnaires,data analysis,and verifying the hypothesis,the following conclusions are drawn:(1)The ecological,life and cultural functions of the city can positively influence college students’ perception of the city’s brand.(2)City brand perception can positively affect college students’ employment desires.(3)City identification plays an mediating role in the influence of city brand perception on employment willingness.The current research on the perception of city brands lacks the exploration of the driving source of stakeholder perception.Therefore,the results of this study can further enrich previous studies from an empirical perspective,and provide different ideas for subsequent research.Research is also helpful for cities to understand their own characteristics,strengths and weaknesses in attracting college students,so as to clarify the direction and way of building city brands in the future.