The Research On City Brand Positioning Evaluation And Analysis

Under the condition of modern market economy, as the city administrative area, not only should the city sell itself as a commodity,but also should be a brand,in order to improve its comprehensive competition ability and realize the sustainable development. The construction of the city is a scientific, systemic and dynamic process. In this process, the city brand positioning is the first link and core content. The scientific and reasonable city brand positioning points out the goals and direction of city brand construction; optimizes the city investment environment, improves the overall imagination and competitiveness of the city. Therefore, the subject of city brand positioning has been given more and more attention of scholars, experts at home and abroad.Shandong province is located in the China eastern coastal area. It has a long history and it is the birthplace of Confucian culture. In recent years, with the rapid development of the economy and society, the development of urbanization of Shandong province is more and more quickly. According to the correlated statistics, the level of the urbanization of Shandong Province has higher than the national average. But the quality and competitiveness of the city remain to be improved. How to realize the scientific city brand positioning and the construction the city brand of 17 cities in Shandong province has become a worthy study.On the basis of the experience of domestic and foreign scholars on related literature, this thesis adopts the research method of combining theoretical analysis with empirical analysis. It constructs the city brand positioning evaluation index system and the function model by principal component analysis method of factor analysis. Taking Shandong Province as a case of empirical analysis, this paper established the Shandong province city brand positioning evaluation function.By evaluating and comparing the levels of 17 cities in Shandong province city brand positioning,this article summarizes the experience of the city with higher city brand positioning utility in order to make the urban brand optimal resource allocation. Its ultimate aim is to realize the sustainable development of cities within a certain area and reference for other provinces city location...