The Intelligent Appraisal Of The Influence Of The Urban Brand And Tactics Optimized

With the constant acceleration of the global urbanization process,in an era of the brand leading competition in the international market,urban development drives the development of the whole area has been a general form. More and more competition of areas shows city as a core,city as a carrier,city as a competitive platform of comprehensive strength. As the important component of the urban competitiveness,the construction of the urban brand becomes a main route that numerous cities explore development,Branding of cities will become the important content of urban development. At present,there still is no concrete statement generally acknowledged on the intension of the urban brand,different researchers put forward their theory frame and system of appraisal from different aspects of the urban brand,and select different research approaches for use accordingly,on one hand ,it reflected the prosperity of studying in urban brand,on the other hand, it shown the intensity of this research beneath mention too.As to this trend,this article is on the basis of consulting a large number of domestic and international relevant research documents,have probed into the meaning,characteristic and influence factor of the urban brand especially. Detaily analyzing the advantages and deficiency of mathematic method used in the appraisal of influence of urban brand at present,pointing out that must breaks through from the appraising method,and trying to proceed with structural system of the urban brand,according to the setting-up principle of the index system,constructing the index system of urban brand influence evaluation of Tangshan,with the analytical method of new artificial intelligence—RBF Neural Network,carrying on the positive research that appraises the influence of the urban brand of Tangshan, according to the appraising output of urban brand influence, carrying on comparative analyses , In light of analysis result described above and combine objective reality,put forward the development tactics optimized about building the urban brand of Tangshan rationally,offering a beneficial reference for realizing the sustainable fast and steady development of Tangshan.By this research, the following conclusions can be acquired finally: 1. Seeing that the city has characteristic similar to the goods in the global competition, draw lessons from the meaning of the goods brand and definition which some scholars made, it was worked out that the so-called urban brand was that the city utilizes differential advantages such as resource natural endowment,history and culture,region environment that had owned, etc, offer the lasting overall impression to goal audiences, I.e. the image of the city,external embodiment of name,culture,function and environment, making them produced a clear impression and a good association to the city, in order to strengthen gathering benefit, scale merit of the city and radiate the effect. The urban brand is a sign which is different from the rival and the individualized embodiment of city too. At the same time, it could be got that the structure of the urban brand roughly consist of two parts:①The tangible brand of the city mainly includes the view image,resources natural endowment,the specialty and historic site of the city;②The intangible brand of the city mainly includes the history and culture economic development level,urban environment,open degree,administrative grade of the city.2. The paper deemed the influence of the urban brand was that the city utilized its comparative advantage that had owned to take shape by attractive urban social environment. Urban brand influence exported indirectly shown as increase of the quantity and promotion of satisfaction of the individual in the city(Investors,talents, tourists);Direct output shown as urban economy was lasting,fast and developing harmoniously. According to this idea, constructed the input and output model of the influence of the urban brand.3. At present, mathematics methods used in the influence of the appraisal to the influence of the urban brand had lots of defect in various degree exists, while using the analytical method of new artificial intelligence—RBF Neural Network model, high in efficiency, practicability is strong, not only could solve the problem in confirming the weight coefficient of the index, overcome the drawback that the subjective factor influences too big and taking a part for the whole in the course of establishing the index weight in the past, guaranteed the objectivity of the appraisal result very well, but also could investigate the influence factor of the urban brand influences the contribution degree of promotion to the urban brand, establishing the foundation for virally and systematically appraising the influence of the urban brand.In the end, the paper discussed the limitation of the research and research direction in the future.