Research On The Brand Power Mechanism And Evaluation Index System Of Cities In The Yangtze River Delta

Brand economy is the product of the development of market economy to a certain stage,and urban brand is the advanced stage of brand economic development.Looking at the competition of global cities,more and more cities regard the positioning and construction of urban brands as the core content of urban development strategies.In the new era,China has made new demands on brand economy,high-quality development,and urban construction.The people also demand urban quality assurance for the growing needs of a better life.Therefore,it is necessary to analyze the dynamic mechanism of urban brands and evaluate urban brands so that managers can scientifically guide urban development.In addition,the regional synergy of urban agglomerations also has an important impact on building urban brand.In the context of the integration of the Yangtze River Delta,this paper constructs the structural model of the urban brand dynamic mechanism which the factors of regional coordinated development were taken into.And the mechanism is divided into endogenous systems,exogenous systems,and regional synergistic systems.Based on the dynamic mechanism,the city brand evaluation index system is established.We regard 26 cities in the Yangtze River Delta urban agglomeration as the research object for empirical analysis.According to the results of calculation and cluster analysis,the overall construction of the city brand and the evaluation of the three major systems are discussed.The development pattern of the Yangtze River Delta city brand is discussed,and the cities with outstanding characteristics are analyzed.On the basis of data analysis,the development of the Yangtze River Delta city brand is summarized:the lack of innovation tension in the Yangtze River Delta city brand;the lack of regional synergy;the neglect of the sub-city group brand,and the need to improve the Yangtze River Delta brand linkage mechanism.In response to the above problems,the relevant policy recommendations are proposed:establishing a networked brand system with primary and secondary brand linkages;promoting the coordinated development of urban brands;encouraging cooperation among secondary urban agglomerations;accelerating the construction of brand cooperation mechanisms in the Yangtze River Delta region;social participation in urban brand building,and building Yangtze River Delta integration standard certification system and the construction of the Yangtze River Delta integration evaluation system.