Earticle

초록

영어

Brand value as an important intangible assets, had a profound impact on the development of coastal tourism city. Nowadays, the research on coastal tourism city brand value evaluation is scarce in our country. Firstly, on the basis of foreign coastal tourism city brand creating and developing successful experience from famous foreign cities, consulting experts and field research. The paper build brand value index evaluation system of coastal tourism city from four aspects: basic factors, security factors, core factors and development factors. Secondly, according to index data in 2013, the study select 13 Chinese coastal tourism cities as the research samples, using the factor analysis method to do the quantitative evaluation for their brand value. It turned out that the coastal tourism city brand value is very different from each other, and can be roughly divided into three levels. Brand value of Shanghai is largest.

중국어

自二十一 品牌价值作为重要的无形资产，对滨海旅游城市的市场营销推广日显重要。但目前我国关于滨海旅游城市品牌价值评估方面的研究却很少。本文在咨询专家和实地调研的基础上，选取影响品牌价值的基础因素、保障因素、核心因素和发展因素等四个方面的指标，构建出滨海旅游城市品牌价值的指标评价体系。其次，选取滨海特色比较突出的13个中国滨海旅游城市作样本，依据2013年的统计数据，运用因子分析法对各滨海旅游城市的品牌价值进行定量评估研究，发现各滨海旅游城市品牌价值差异较大，大致可以分为三个层次。

목차

摘要
 Ⅰ. 引言
 Ⅱ. 研究现状分析
  1. 对旅游城市品牌价值的研究
  2. 对城市品牌价值评估的研究
 Ⅲ. 滨海旅游城市品牌价值指标评价体系的构建
  1. 构建原则
  2. 构建思路
  3. 指标选取
  4. 构建指标评价体系
 IV. 滨海旅游城市品牌价值排行
  1. 样本城市的选择
  2. 数据选择与分析
  3. 因子分析评价过程
  4. 综合评价分析
 参考文献
 Abstract

키워드

저자

• 董志文 [ 동지문 | 中国海洋大学管理学院 ] 主要著者
• 刘娜娜 [ 류나나 | 青岛求实职业技术学院旅游学院 ] 共同著者

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  마케팅논집 [Journal of Marketing Studies]

• 간기

  계간

• pISSN

  1229-3180

• 수록기간

  1991~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380