Research On City Brand Alliance Effect Based On The Background Of Guangzhou-Foshan Co-city

Modern city construction manages cities with the help of marketing concepts,considers the future development of the city as a product,analyzes the internal and external environment and then develops a strategy for urban communication.Concepts such as "metropolitan area","integration" and "regionalization" are emerging.In the process of practical development of cities,synergy and union have become an option to break through the bottleneck of single-city-oriented development and come into the public view.Among such phenomena,Guangzhou-Foshan,as the first project classified as a city cluster development,is closely linked in terms of spatial geography,economic commerce,and social culture;in addition,under the macro intervention of the government,it is easier for the two cities to cross administrative barriers and possess the natural,economic and policy conditions for synergistic joint development.This study explores the antecedent factors that may affect city brand alliance through the perception of city people,clarifies the paths through which these factors may affect the city brand alliance effect,and gives suggestions in the context of city brand building practices.The study draws on the marketing theory of commodity brand alliance,takes Guangzhou and Foshan as the research objects based on the existing research results,adopts a combination of quantitative and qualitative approaches to expand the outer edge of the subject of brand alliance,and explores the possible antecedents of city brand alliance and the effect of city brand alliance.Through the review of previous literature,the variables city alliance fit,city brand attitude before alliance,city brand alliance evaluation,and city brand attitude after alliance were sorted out,and research hypotheses and the research model were constructed based on the exploratory results of in-depth interviews with 16 sample subjects.Subsequently,a structural equation model(SEM)was constructed from 410 formal questionnaires to test the effects of city alliance fit and pre-alliance city brand attitudes on post-alliance city brand attitudes,as well as the mediating effect of city brand alliance evaluation.The findings show that city alliance fit does not have a significant positive effect on the post-alliance city brand attitude;pre-alliance city brand attitude have a significant positive effect on post-alliance city brand attitude;city alliance fit has a significant positive effect on city brand alliance evaluation;pre-alliance city brand attitude have a significant positive effect on city brand alliance evaluation;city brand alliance evaluation have a significant positive effect on post-alliance city brand attitude.The mediating effect of city brand alliance evaluation between city brand attitude before and city brand attitude after alliance is significant;the mediating effect of city brand alliance evaluation between city alliance fit and city brand attitude after alliance is significant.According to the findings of this paper,the construction of city brand alliance should be open-minded,and the city alliance fit degree should be improved in a rigid and flexible way to provide a good foundation for city brand alliance;the building of city brand follows the main theme of people-oriented,and the urban cultural atmosphere is valued,and the construction of city brand attitude should be formulated as a long-term plan;the development of city brand alliance is a dynamic evolutionary process,,during which the city’s positioning is kept up to date,moreover,it is necessary to avoid falling into a misunderstanding and be alert to the negative effects.