Study On Urban Brand Niche Evaluation In Dawan District,Guangdong,Hong Kong And Macao

City branding is one of the main strategic resources for the development and construction of cities.In the context of increasingly fierce urban competition,city branding has increasingly become a weapon for urban development.However,with the increasingly complex external and regional environments,the phenomenon of city brand homogenisation has threatened the development of many city brands.Therefore,how to accurately measure the degree of brand homogeneity of multiple city brands in the region and propose corresponding competitive suggestions has increasingly become a common concern for all sectors of society.This study will apply ecological ideas and methods to explore the competitive relationship between city brands.This study consists of two parts: the construction of an evaluation index system and an empirical study.In the first part,the index system is initially constructed on the basis of the relevant achievements of previous authors.Through a combination of Delphi method and hierarchical analysis,an evaluation system of the ecological position of city brands covering the weight of indicators at all levels is finally established.In the second part,an empirical analysis of eleven city brands in the Guangdong-Hong Kong-Macao Greater Bay Area is carried out on the basis of the constructed evaluation system.After data analysis,it was found that the degree of overlap of the brand ecological position of the remaining 10 cities in the Guangdong-Hong Kong-Macao Greater Bay Area is high,except for Hong Kong,which means that the pressure of competition among the 10 cities is also relatively high.In addition,there is a significant hierarchy in the size of the city brand eco-position among the 11 cities,with Hong Kong,Shenzhen and Guangzhou in the first tier,Macau,Zhuhai and Foshan in the second tier,and Dongguan,Huizhou,Jiangmen,Zhaoqing and Zhongshan in the third tier.Combining the results of city brand eco-location size and overlap,the 11 city brands in the Bay Area are classified into four types using the constructed city brand eco-location competition relationship judgment matrix.Based on the basic ecological position strategy,this study suggests that Hong Kong,the beastly city brand in the Bay Area,should play a central role in the region and adopt a synergistic strategy to lead the harmonious and win-win development of the brands of the Bay Area city cluster;while Shenzhen,Guangzhou and Macao,the small beastly city brands,should adopt a synergistic strategy to give full play to their advantages of larger ecological positions and achieve mutual benefits with their neighbouring cities.In addition,it should be complemented by a partial expansion of the ecological niche,which can effectively reduce the overlap with the ecological niche of other city brands by improving all aspects of brand building.Jiangmen,Zhaoqing and Zhongshan should adopt a combination of ecological niche specialisation and ecological niche expansion strategies.In this study,specific competitive strategies are proposed for each city,taking into account the actual situation.This paper analyses the competitive relationship between city brands in the Bay Area in the context of ecological niche theory and proposes a competitive brand development strategy for Bay Area cities.This not only broadens the perspective of city brand evaluation,but also provides a quantitative analysis of the competitive relationship between multiple city brands,enabling a more objective evaluation of the development status of city brands and providing a theoretical basis for the formulation of development strategies for city brands in the Bay Area.