Research On The Evaluation System Of City Brand Equity

City is the main carrier of the economic development of the modern society which is the political center, economic center and cultural center of a country or a region. With the globalization of the economy and the networked of the information, the city operators need to realize and create the local resources so as to strengthen the superiority and enhance the city competitive ability who should consider the situation from the global angle of view. City brand is the foundation of development of the social and city economy, and the city brand equity is the direct reflection of the management of the city brand. The researcher analyzes the related factors affecting the city brand equity through constructing a proper evaluating indicator system, then evaluates the city brand equity and distinguishes the key factors, and then explores the weak points and the superior aspects in the constructing process of the city brand. Because of the construction of the evaluating indicator system of city brand and the application of the evaluating methods, and the management improvement of the brand equity according to the city operator's action, the research of this thesis has great theoretic meaning and practical meaning.This thesis firstly collects a lot of domestic and foreign literature data about brand equity, city marketing and city brand equity according adopting literature analytic method, which provides a theoretical research foundation for the exploration of the city brand equity. The thesis also explains the content, target and the research significance. Then, the thesis discusses the city brand's meaning, characters, function and classifies as well as the meaning of city brand equity, and describes the forming mechanism of the city brand equity. The researcher constructs a proper evaluating indicator system based on the analysis of the related factors after the above two steps. The evaluating system mainly contains five subsystems which are the economy, government image, social environment, living environment and the city brand image. Subsequently, the thesis selects the Grey Relationship Analysis combined with the Analytical Hierarchy Process Analysis and the Fuzzy Synthetic Evaluation Method, and adopts the method to evaluate the city brand equity. Finally, the author makes a positive analysis in order to discuss the main factors affecting the city brand equity and proposal a proper solution according to the evaluation of Wuhan city brand equity.According to this article research, the author studies the forming mechanism of the city brand equity, and analyzes the factors affecting the city brand equity. Then, the author constructs the evaluating indicator system of city brand and makes a measure for the city brand equity based on the Grey Relationship Analysis. The city operators can understand the relative value of the city brand and master the key factors, then to pick out the weak points and perfect the management system of the city brand through the evaluating research of the city brand equity.