北京的认知、情感和意动城市品牌形象测度
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摘要
为揭示利益相关者眼中的北京城市品牌形象,使用问卷调查法对不同类型、区域的利益相关者进行了北京城市品牌形象调查,并使用网络民族志法与访谈法分析了北京城市品牌维度的构成要素,提出了北京城市品牌"重要性—评分"矩阵,构建了认知—情感—意动城市品牌形象模型,并运用结构方程模型分析了北京城市品牌维度的相关数据。结果表明:不同类型、区域的利益相关者眼中的北京城市品牌形象各不相同;最受重视的北京城市品牌维度为环境、安全和生活成本,最被忽视的北京城市品牌维度为地位、创新和交往;通过情感的中介作用,认知城市品牌形象会增强对意动城市品牌形象的影响。认为北京对城市品牌的安全与教育维度应重点营销,对环境与气候维度应着重改善,对地位、商业优势、交往、创新和产品服务维度应加强传播。
To reveal Beijing's city brand image in the eyes of stakeholders,questionnaire survey method are adopted to survey different types of stakeholders from different districts; using Netnography and Interview Research Method. It proposes a"Importance-evaluation Scores" Matrix for Beijing's city brand,and builds a Cognitive-affective-conative Model of city brand image,using structural equation model (SEM) to analyze data. Results show that Beijing's city brand image is different in the eyes of different types of stakeholders from different districts;The most valued dimensions of Beijing's city brand are: environment,safety and cost of living,and the most neglected dimensions are status,innovation and encounters; The influence of cognitive city brand image on conative city brand image is higher when mediated by affective city brand image. It is concluded that it should focus marketing on safety and education,focus on improving environment and climate,as well as strengthen communication on status,business potential,encounters,innovation and goods and services.
To reveal Beijing's city brand image in the eyes of stakeholders,questionnaire survey method are adopted to survey different types of stakeholders from different districts; using Netnography and Interview Research Method. It proposes a"Importance-evaluation Scores" Matrix for Beijing's city brand,and builds a Cognitive-affective-conative Model of city brand image,using structural equation model (SEM) to analyze data. Results show that Beijing's city brand image is different in the eyes of different types of stakeholders from different districts;The most valued dimensions of Beijing's city brand are: environment,safety and cost of living,and the most neglected dimensions are status,innovation and encounters; The influence of cognitive city brand image on conative city brand image is higher when mediated by affective city brand image. It is concluded that it should focus marketing on safety and education,focus on improving environment and climate,as well as strengthen communication on status,business potential,encounters,innovation and goods and services.
引文
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[16]Dora Agapito,Patrícia Oom do Valle,and Júlio da Costa Mendes.The Cognitive-Affective-Conative Model of Destination Image:A Confirmatory Analysis[J].Journal of Travel&Tourism Marketing,2013(5):471-481
[17]刘亚.神经质与生活满意度的关系:情绪和自尊的链式中介作用[J].心理科学,2012(5):1254-1260
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[19]黄敏,廖俊云,周南.社区体验能提升消费者的品牌忠诚吗---不同体验成分的作用与影响机制研究[J].南开管理评论,2015(3):151-160
[20]杨一翁,孙国辉,涂剑波.高介入购买决策下的国家品牌效应研究[J].管理学报,2017(4):580-589
[21]Sung Hee Park,Chi-Ming Hsieh,and Choong-Ki Lee.Examining Chinese College Students’Intention to Travel to Japan U-sing the Extended Theory of Planned Behavior:Testing Destination Image and the Mediating Role of Travel Constraints[J].Journal of Travel&Tourism Marketing,2017(1):113-131
[2]Senay Oguztimur,Ulun Akturan.Synthesis of City Branding Literature(1988-2014)as a Research Domain[J].International Journal of Tourism Research,2016(4):159-61
[3]Philip Kotler,Donald Haider,and Irving Rein著,翁瑾,张惠俊译.地方营销[M].上海财经大学出版社,2008:181-293
[4]宋欢迎,张旭阳.城市品牌形象利益相关者感知度测度[J].城市问题,2017(5):26-34
[5]Young-joo Ahn,Sunghyup Sean Hyun,and Insin Kim.City Residents’Perception of MICE City Brand Orientation and Their Brand Citizenship Behavior:A Case Study of Busan,South Korea[J].Asia Pacific Journal of Tourism Research,2016(3):328-353
[6]Mar Gómez,Alejandra C.Fernández,Arturo Molina,and Evangelina Aranda.City Branding in European Capitals:An Analysis from the Visitor Perspective[J].Journal of Destination Marketing&Management,2018(3):190-201
[7]Henrik Gert Larsen.A Hypothesis of the Dimensional Organization of the City Construct.A Starting Point for City Brand Positioning[J].Journal of Destination Marketing&Management,2015(1):13-23
[8]王长征,寿志钢.西方品牌形象及其管理理论研究综述[J].外国经济与管理,2007(12):15-22
[9]Michael R.Solomon.Consumer Behavior:Buying,Having,and Being(12E)[M].New Jersey:Pearson Education,2017:286-289
[10]Steven Pike,Chris Ryan.Destination Positioning Analysis through a Comparison of Cognitive,Affective,and Conative Perceptions[J].Journal of Travel Research,2004(4):333-342
[11]Susanne Becken,Xin Jin,Chen Zhang,and Jun Gao.Urban Air Pollution in China:Destination Image and Risk Perceptions[J].Journal of Sustainable Tourism,2017(1):130-147
[12]Eva M.Oberecker,Adamantios Diamantopoulos.Consumers’E-motional Bonds with Foreign Countries:Does Consumer Affinity Affect Behavioral Intentions?[J].Journal of International Marketing,2011(2):45-72
[13]张文彤.SPSS统计分析基础教程(第2版)[M].北京:高等教育出版社,2011:295-300
[14]Robert V.Kozinets著,叶韦明译.如何研究网络人群和社区:网路民族志方法实践指导[M].重庆大学出版社,2016:1-25
[15]Henrik Gert Larsen.The‘Mental Topography’of the Shanghai City Brand:A Netnographic Approach to Formulating City Brand Positioning Strategies[J].Journal of Destination Marketing&Management,2018(6):90-101
[16]Dora Agapito,Patrícia Oom do Valle,and Júlio da Costa Mendes.The Cognitive-Affective-Conative Model of Destination Image:A Confirmatory Analysis[J].Journal of Travel&Tourism Marketing,2013(5):471-481
[17]刘亚.神经质与生活满意度的关系:情绪和自尊的链式中介作用[J].心理科学,2012(5):1254-1260
[18]Joseph F.Hair,Jr.,G.Tomas M.Hult,Christian M.Ringle,and Marko Sarstedt.A Primer on Partial Least Squares Structural Equation Modeling(PLS-SEM)[M].Los Angeles:Sage Publications,2014:14-204
[19]黄敏,廖俊云,周南.社区体验能提升消费者的品牌忠诚吗---不同体验成分的作用与影响机制研究[J].南开管理评论,2015(3):151-160
[20]杨一翁,孙国辉,涂剑波.高介入购买决策下的国家品牌效应研究[J].管理学报,2017(4):580-589
[21]Sung Hee Park,Chi-Ming Hsieh,and Choong-Ki Lee.Examining Chinese College Students’Intention to Travel to Japan U-sing the Extended Theory of Planned Behavior:Testing Destination Image and the Mediating Role of Travel Constraints[J].Journal of Travel&Tourism Marketing,2017(1):113-131