Research On The Evaluation And Upgrade Of Shanghai City Brand Positioning

With the quickened urbanization and fierce city competition, it is assumed that the establishment of city brand is the key to a city's sustainable development. But plentiful and complex city functions make the contents of city brand's establishment extraordinary huge. From economy, culture, environment, traffic, to accommodation, education, and security, every aspect is related to the accomplishment of city brand. And in this complex process, city brand positioning is the core. It is the core to manage a city and build the city's brand. The values of city brand are its position in the market and irreplaceable character.So, under this background, this dissertation choose positioning as the cut-in point, research on the correlative theories of city brand positioning in-depth. Then discuss its application of the empirical study, and propose some appropriate opinions and suggestions to the city brand positioning of Shanghai.The first chapter explains the background, significance, frame and method and innovation point of this research, as the beginning and foreshadower of the whole dissertation.The second chapter collects a lot of domestic and foreign literature data about city brand and city brand positioning according adopting literature analytic method, which provides a theoretical research foundation for the exploration of the city brand positioning evaluation system and method.The third chapter studies the influence factors of city brand positioning on the basis of summarize the foregoing theories. In the face of the many factors, this dissertation summarize and carding these influence factors from subjective and objective aspects, as the theoretical support for building the city brand positioning evaluation system in next chapter.The fourth chapter builds the city brand positioning evaluation index system on the basis of analyzing the city brand positioning influence factors, includes four dimensionalities which are living environment, business environment, culture environment and tourism environment. And introduce how to use the factor analysis to evaluate the system.The fifth chapter does an empirical study by using the theories, analyzing method and related models that have been discussed in foregoing chapters. Choose Shanghai as the object to do the five-year dynamic evaluation and analyze, pick out the weakness and advantage of Shanghai city brand positioning, and also make an upgrade proposal.As the last section of the dissertation, the sixth chapter summarizes the dissertation, and proposes the future prospects for further study. In conclusion, the dissertation analyzes the related paper, from a new perspective on the quantitative study to discuss the new city brand positioning, in the study we divided the factor of city brand positioning into"Objective factors" and "subjective factors", built the city brand positioning factor analysis map, for the first time analyzed the impact from the root causes, provided an important theoretical basis for the selection of city brand positioning. On the construction of the evaluation index system, we improved and optimized the traditional evaluation system, classified the city brand into four different dimensions, solved the problem that facing the various brand resources when started the city brand positioning, we used the factor analysis give an integrated evaluation of the city brand positioning, estimated the relative value of different dimensions in city brand positioning more scientifically and visually, constructing an operational and scientific city brand positioning evaluating index system. On the application of the index system, we made a dynamic analysis of Shanghai brand positioning for the first time, using the developed perspective to analyze the changing of Shanghai's city brand, to find a certain law to analyze the weakness and strengths of Shanghai brand positioning. After that we got the conclusion that the future of Shanghai's city brand positioning is based on economic construction, ensure the culture and tourism construction, emphasis on promoting the city's living environment. Completing of the target of "four centers", at the same time, create a new world-generation and multi-functional city brand. These make the research of this dissertation has great theoretic and practical meaning. Hope the construction of the evaluating index system of city brand positioning and the application of the evaluating methods can be a useful guiding role to China's city brand management practices.