The Study On The Influencing Factors Of Hohhot Residents’ Brand Perception

With the application of city marketing theory in city construction,the city has developed rapidly and the competition between cities has become more and more intense,in order to improve the overall strength of the city in the competition and the attractiveness of external resources,city managers began to use the city brand development strategy as a powerful tool for city competition.In other words,the core strength of city competition comes from the competition of the city brand,is the city manager to create the unique characteristics of the city brand contest.The source of city brand competitiveness can be traced back to the city consumer’s recognition and support of the city brand,and city consumers’ acceptance of city brands guide the shaping of the city brand.The present and future of the city’s brand can be reflected objectively and accurately by the various factors that influence the city consumers’ perception of the city brand.City consumers include intra-city consumers and city external consumers.Intra-city consumers include residents,investors,job seekers,scholars and so on.City external consumers include tourists,etc.Among them,city residents than other city consumers are more familiar with the city,so from the city residents perceptive to research on the influencing factors on the perception of city brand can better capture the essence of the shaping of city brand.And according to the research results to develop the corresponding city brand strategy for the development of the city has important guiding significance.Hohhot has acquired certain reputation after years of development.However,problems like city image is not clear,less city brand competitiveness still exist.The purpose of this study is to analyze and demonstrate the factors that influence the perception of city brand in Hohhot from the perspective of city residents,so as to provide suggestions for the shaping of city brand in Hohhot.The research methods adopted in this paper are the methods of questionnaire analysis,literature review and qualitative and quantitative combination.The article is divided into six parts: The first part includes the background,purpose and meaning,ideas and methods and exposition of the literature.The second part is the outline of the relevant basic theory;the third part is the investigation of Hohhot residents city brand awareness of the real situation.Firstly,overview of the city brand perception of the evaluation elements,namely,perceived quality,brand image and brand identity.Then,the influencing factors of city brand perception of Hohhot residents are defined,which are five aspects: natural condition,economic factor,political factor,cultural factor and social factor.Finally,the data are simple statistics,the result is Hohhot residents of the political factors,cultural factors and social factors have a strong positive perception,while the economic factors and natural conditions have a strong negative perception.The fourth part is the empirical test,from the descriptive statistical analysis,reliability and validity test,correlation analysis of four aspects of the implementation of the test.According to the test results,the above five factors have positive effects on the urban brand perception of Hohhot residents.Among them,the most influential factor is economic factor,and the least affect factors are natural condition and political factors,and the influence of the other two factors is between the maximum and the smallest.The fifth part is offer management suggestion for city brand building of Hohhot which from the development of city economy,create a city cultural atmosphere,tap the advantages of natural conditions,and strengthen the government service capacity.The sixth part is the conclusion of the article and the expectations of the future.