城市特性与政府网站营销内容的关联性——基于中国28个世界城市的分析
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摘要
随着全球化的发展和网络社会的崛起,越来越多的城市政府通过政府网站吸引人才、资本、技术等资源的流入,实现经济的快速增长,城市政府网站如何选择营销内容成为城市营销学者关注的热点。研究发现,不同城市的网站营销内容存在显著差异。进一步对造成城市网站营销内容差异背后的机制进行研究,发现城市特性可能与政府网站营销内容的选择存在关联性。城市特性包括经济、政治、社会、文化等多个维度,然而已有研究大多忽视了不同类型的城市特性与城市政府网站营销内容关联性的强弱差异。因此,论文以中国大陆28个世界城市作为研究对象,采用聚类分析、因子分析、多重比较检验等方法,识别中国世界城市政府网站营销内容的主要类型,探究与政府网站营销内容关联性显著的城市特性。研究发现:①就营销内容而言,中国世界城市政府网站可分为政治文化型、政务信息型、生活服务型、景观形象型4种类型;②中国世界城市的网站营销内容与城市自身的经济全球化水平、第三产业化水平、失业人口与政治地位、经济增长速度的关联性较强;③生活质量和旅游业、经济总量和财政预算、客运量和人均年收入、人口增长和土地面积等特性与网站营销内容的关联性不显著,说明并非所有城市特性均与城市政府网站的营销内容存在显著联系,不同类型的城市特性与营销内容的关联性存在差异。
In the era of globalization and network society, more city governments launch to market themselves through the Internet to attract talents, capital, and technology in order to promote economic development. In this regard, academics began to do research on how cities use their official websites to market themselves. In most cases, the marketing contents on cities' official websites are significantly different and further research on the causes of dissimilar marketing contents indicates that city characteristics correlate to the selection of website contents. In some cases, city governments market themselves with contents conforming to their current situation.However, other empirical studies argue that sometimes city governments may also market themselves with contents completely dissimilar to their factual features. Therefore, how city features correlate with the selection of official websites' marketing contents has attracted international academic attention. In previous studies,Chinese scholars generally focused on analyzing the specific marketing strategies and consequent effects of different cities' marketing strategies but recently, some researchers have started to use quantitative methods to analyze the correlation between city features and their marketing strategies. However, as city features involve diverse aspects including economy, politics, society, and culture, the presumption that all city characteristics significantly correlate with the selection of marketing contents has overlooked the differentiated significance of city characteristics. In this sense, with quantitative methods including cluster analysis, principal component analysis, and multiple comparison tests, this research analyzed the main types of marketing contents on 28 Chinese world cities' official websites and the correlation between city characteristics and marketing content selection. The conclusions are as follows. First, the marketing contents on the websites of Chinese world cities can be categorized as four main types including politics and culture, administrative and information, services,and landscape and environment. Second, the marketing contents of Chinese world cities significantly correlate with economic globalization, tertiary industrialization, unemployment rate, political status, and economic growth rate. Moreover, the correlation between city characteristics and websites' marketing contents is influenced by political circumstances and the long history and rapid urbanization process of China. Third, living condition and tourism, economic scale and public budget, passenger transport capacity, income, population growth rate, and land area all play an insignificant role on marketing contents, indicating that it is oversimplified to assume that all city features significantly correlate with marketing contents when analyzing the causes of the diversity of marketing contents on cities' official websites. In other words, the correlation with marketing content selection might significantly differ across different types of city features. This research may contribute to recognizing the city features that have strong correlation with world cities' marketing contents, which can be taken into consideration by other Chinese globalizing cities when selecting contents for their official websites.
In the era of globalization and network society, more city governments launch to market themselves through the Internet to attract talents, capital, and technology in order to promote economic development. In this regard, academics began to do research on how cities use their official websites to market themselves. In most cases, the marketing contents on cities' official websites are significantly different and further research on the causes of dissimilar marketing contents indicates that city characteristics correlate to the selection of website contents. In some cases, city governments market themselves with contents conforming to their current situation.However, other empirical studies argue that sometimes city governments may also market themselves with contents completely dissimilar to their factual features. Therefore, how city features correlate with the selection of official websites' marketing contents has attracted international academic attention. In previous studies,Chinese scholars generally focused on analyzing the specific marketing strategies and consequent effects of different cities' marketing strategies but recently, some researchers have started to use quantitative methods to analyze the correlation between city features and their marketing strategies. However, as city features involve diverse aspects including economy, politics, society, and culture, the presumption that all city characteristics significantly correlate with the selection of marketing contents has overlooked the differentiated significance of city characteristics. In this sense, with quantitative methods including cluster analysis, principal component analysis, and multiple comparison tests, this research analyzed the main types of marketing contents on 28 Chinese world cities' official websites and the correlation between city characteristics and marketing content selection. The conclusions are as follows. First, the marketing contents on the websites of Chinese world cities can be categorized as four main types including politics and culture, administrative and information, services,and landscape and environment. Second, the marketing contents of Chinese world cities significantly correlate with economic globalization, tertiary industrialization, unemployment rate, political status, and economic growth rate. Moreover, the correlation between city characteristics and websites' marketing contents is influenced by political circumstances and the long history and rapid urbanization process of China. Third, living condition and tourism, economic scale and public budget, passenger transport capacity, income, population growth rate, and land area all play an insignificant role on marketing contents, indicating that it is oversimplified to assume that all city features significantly correlate with marketing contents when analyzing the causes of the diversity of marketing contents on cities' official websites. In other words, the correlation with marketing content selection might significantly differ across different types of city features. This research may contribute to recognizing the city features that have strong correlation with world cities' marketing contents, which can be taken into consideration by other Chinese globalizing cities when selecting contents for their official websites.
引文
唐子来,陈琳.2006.经济全球化时代的城市营销策略:观察和思考[J].城市规划学刊,(6):45-53.[Tang Z L,Chen L.2006.City marketing as a local response to globalization:Practices and critiques.Urban Planning Forum,(6):45-53.]
王波,甄峰.2017.城市实体特征对城市网络空间影响力的作用机制:基于互联网新闻媒体的分析[J].地理科学,37(8):1127-1134.[Wang B,Zhen F.2017.Impacts of city's characteristics on city's importance in the virtual world:An empirical analysis based on Internet news media.Scientia Geographica Sinica,37(8):1127-1134.]
薛德升,黄鹤绵.2013.关于世界城市研究的两场争论及其对相关研究的影响[J].地理科学进展,32(8):1177-1186.[Xue D S,Huang H M.2013.Two debates and two trends:Review on world city research.Progress in Geography,32(8):1177-1186.]
杨震.2016.城市设计与城市更新:英国经验及其对中国的镜鉴[J].城市规划学刊,(1):88-98.[Yang Z.2016.Urban design and urban regeneration:The British experience as a reference to China.Urban Planning Forum,(1):88-98.]
张京祥,王旭.2012.内生型城市营销推动下的城市尺度跃迁:基于盱眙的实证研究[J].城市规划学刊,(2):33-38.[Zhang J X,Wang X.2012.The scaling up of cities in process of endogenous city marketing:A case study of Xuyi County.Urban Planning Forum,(2):33-38.]
张维亚,陶卓民,蔡碧凡,等.2013.基于结构方程模型的遗产旅游地网站营销路径:以中国世界遗产地官方网站为例[J].地理研究,32(9):1747-1760.[Zhang W Y,Tao ZM,Cai B F,et al.2013.Study on heritage websites’persuasive route based on structural equation model:A case study of Chinese world heritage official websites.Geographical Research,32(9):1747-1760.]
Ashworth G J,Voogd H.1990.Selling the city:Marketing approaches in public sector urban planning[M].London,UK:Belhaven Press.
Chubarov I,Brooker D.2013.Multiple pathways to global city formation:A functional approach and review of recent evidence in China[J].Cities,35:181-189.
Goess S,De Jong M,Meijers E.2016.City branding in polycentric urban regions:Identification,profiling and transformation in the Randstad and Rhine-Ruhr[J].European Planning Studies,24(11):2036-2056.
Goldman M.2011.Speculative urbanism and the making of the next world city[J].International Journal of Urban and Regional Research,35(3):555-581.
Grodach C.2009.Urban branding:An analysis of city homepage imagery[J].Journal of Architectural&Planning Research,26(3):181-197.
Johansson O,Cornebise,M,2010.Place branding goes to the neighbourhood:The case of pseudo-Swedish Andersonville[J].Geografiska Annaler:Series B,Human Geography,92(3):187-204.
Kotler P,Haider D H,Rein I.1993.Marketing places:Attracting investment,industry and tourism to cities,states and nations[M].New York:The Free Press.
Law L,Wee W L,Mcmullan F.2011.Screening Singapore:The cinematic landscape of Eric Khoo's Be with me[J].Geographical Research,49(4):363-374.
Lee A H J,Wall G,Kovacs J F.2015.Creative food clusters and rural development through place branding:Culinary tourism initiatives in Stratford and Muskoka,Ontario,Canada[J].Journal of Rural Studies,39:133-144.
Lefebvre H.2006.The urban revolution[M]//Brenner N,Keil R.The global cities reader.Abingdon,Oxon,UK:Routledge:407-413.
Mathews A J,Patton M T.2016.Exploring place marketing by American microbreweries:Neolocal expressions of ethnicity and race[J].Journal of Cultural Geography,33(3):275-309.
Olds K,Yeung H.2004.Pathways of global city formation:Aview from the developmental city-state Singapore[J].Review of International Political Economy,11(3):489-521.
Paganoni M C.2012.City branding and social inclusion in the glocal city[J].Mobilities,7(1):13-31.
Sadler R,Cleave E,Arku G,et al.2016.A comparative analysis of place branding in Michigan and Ontario[J].Urban Research&Practice,9(1):16-36.
Schmiz A.2017.Staging a Chinatown in Berlin:The role of city branding in the urban governance of ethnic diversity[J].European Urban&Regional Studies,24(3):290-303.
Terlouw K,Denkers R.2011.The geography of regional websites:Regional representation and regional structure[J].Geoforum,42:578-591.
Urban F.2002.Small town,big website?Cities and their representation on the internet[J].Cities,19(1):49-59.
Van den Berg M.2011.Femininity as a city marketing strategy:Gender bending Rotterdam[J].Urban Studies,49(1):153-168.
Vanolo A.2015.The image of the creative city,eight years later:Turin,urban branding and the economic crisis taboo[J].Cities,46:1-7.
Wu F.2016.State dominance in urban redevelopment:Beyond gentrification in urban China[J].Urban Affairs Review,52(5):631-658.
Zhang F,Wu F.2012.Fostering indigenous innovation capacities:The development of biotechnology in Shanghai's Zhangjiang high-tech park[J].Urban Geography,33(5):728-755.
Zhou L,Wang T.2014.Social media:A new vehicle for city marketing in China[J].Cities,37:27-32.
Zhu H,Qian J,Gao Y.2011.Globalization and the production of city image in Guangzhou's metro station advertisements[J].Cities,28:221-229.
王波,甄峰.2017.城市实体特征对城市网络空间影响力的作用机制:基于互联网新闻媒体的分析[J].地理科学,37(8):1127-1134.[Wang B,Zhen F.2017.Impacts of city's characteristics on city's importance in the virtual world:An empirical analysis based on Internet news media.Scientia Geographica Sinica,37(8):1127-1134.]
薛德升,黄鹤绵.2013.关于世界城市研究的两场争论及其对相关研究的影响[J].地理科学进展,32(8):1177-1186.[Xue D S,Huang H M.2013.Two debates and two trends:Review on world city research.Progress in Geography,32(8):1177-1186.]
杨震.2016.城市设计与城市更新:英国经验及其对中国的镜鉴[J].城市规划学刊,(1):88-98.[Yang Z.2016.Urban design and urban regeneration:The British experience as a reference to China.Urban Planning Forum,(1):88-98.]
张京祥,王旭.2012.内生型城市营销推动下的城市尺度跃迁:基于盱眙的实证研究[J].城市规划学刊,(2):33-38.[Zhang J X,Wang X.2012.The scaling up of cities in process of endogenous city marketing:A case study of Xuyi County.Urban Planning Forum,(2):33-38.]
张维亚,陶卓民,蔡碧凡,等.2013.基于结构方程模型的遗产旅游地网站营销路径:以中国世界遗产地官方网站为例[J].地理研究,32(9):1747-1760.[Zhang W Y,Tao ZM,Cai B F,et al.2013.Study on heritage websites’persuasive route based on structural equation model:A case study of Chinese world heritage official websites.Geographical Research,32(9):1747-1760.]
Ashworth G J,Voogd H.1990.Selling the city:Marketing approaches in public sector urban planning[M].London,UK:Belhaven Press.
Chubarov I,Brooker D.2013.Multiple pathways to global city formation:A functional approach and review of recent evidence in China[J].Cities,35:181-189.
Goess S,De Jong M,Meijers E.2016.City branding in polycentric urban regions:Identification,profiling and transformation in the Randstad and Rhine-Ruhr[J].European Planning Studies,24(11):2036-2056.
Goldman M.2011.Speculative urbanism and the making of the next world city[J].International Journal of Urban and Regional Research,35(3):555-581.
Grodach C.2009.Urban branding:An analysis of city homepage imagery[J].Journal of Architectural&Planning Research,26(3):181-197.
Johansson O,Cornebise,M,2010.Place branding goes to the neighbourhood:The case of pseudo-Swedish Andersonville[J].Geografiska Annaler:Series B,Human Geography,92(3):187-204.
Kotler P,Haider D H,Rein I.1993.Marketing places:Attracting investment,industry and tourism to cities,states and nations[M].New York:The Free Press.
Law L,Wee W L,Mcmullan F.2011.Screening Singapore:The cinematic landscape of Eric Khoo's Be with me[J].Geographical Research,49(4):363-374.
Lee A H J,Wall G,Kovacs J F.2015.Creative food clusters and rural development through place branding:Culinary tourism initiatives in Stratford and Muskoka,Ontario,Canada[J].Journal of Rural Studies,39:133-144.
Lefebvre H.2006.The urban revolution[M]//Brenner N,Keil R.The global cities reader.Abingdon,Oxon,UK:Routledge:407-413.
Mathews A J,Patton M T.2016.Exploring place marketing by American microbreweries:Neolocal expressions of ethnicity and race[J].Journal of Cultural Geography,33(3):275-309.
Olds K,Yeung H.2004.Pathways of global city formation:Aview from the developmental city-state Singapore[J].Review of International Political Economy,11(3):489-521.
Paganoni M C.2012.City branding and social inclusion in the glocal city[J].Mobilities,7(1):13-31.
Sadler R,Cleave E,Arku G,et al.2016.A comparative analysis of place branding in Michigan and Ontario[J].Urban Research&Practice,9(1):16-36.
Schmiz A.2017.Staging a Chinatown in Berlin:The role of city branding in the urban governance of ethnic diversity[J].European Urban&Regional Studies,24(3):290-303.
Terlouw K,Denkers R.2011.The geography of regional websites:Regional representation and regional structure[J].Geoforum,42:578-591.
Urban F.2002.Small town,big website?Cities and their representation on the internet[J].Cities,19(1):49-59.
Van den Berg M.2011.Femininity as a city marketing strategy:Gender bending Rotterdam[J].Urban Studies,49(1):153-168.
Vanolo A.2015.The image of the creative city,eight years later:Turin,urban branding and the economic crisis taboo[J].Cities,46:1-7.
Wu F.2016.State dominance in urban redevelopment:Beyond gentrification in urban China[J].Urban Affairs Review,52(5):631-658.
Zhang F,Wu F.2012.Fostering indigenous innovation capacities:The development of biotechnology in Shanghai's Zhangjiang high-tech park[J].Urban Geography,33(5):728-755.
Zhou L,Wang T.2014.Social media:A new vehicle for city marketing in China[J].Cities,37:27-32.
Zhu H,Qian J,Gao Y.2011.Globalization and the production of city image in Guangzhou's metro station advertisements[J].Cities,28:221-229.