旅游城市品牌竞争力比较研究
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摘要
随着城市经济的不断发展,城市规模的不断扩大,城市议题引起各界的广泛关注。城市的发展影响着人口、经济、政治、文化等等方面,当今时代已经进入一个城市化的时代。然而资源的稀缺性又使得城市问题显现,城市之间的竞争开始进入城市经济社会发展的各个方面,各个国家开始重视城市与城市问题,城市竞争力的提升成为城市吸引稀缺资源的重要方式,而城市品牌竞争力的提升成为城市竞争力的核心。因此,本文主要研究城市品牌竞争力,具体到旅游城市品牌竞争力,并以西双版纳和丽江为例进行研究,从定性和定量两方面系统的研究旅游城市品牌竞争力,以达到提升我省城市品牌竞争力的目的。国内外学者大多是对城市品牌和城市竞争力的研究,并形成了诸多有价值的研究成果。但是对城市品牌竞争力的研究还是少之又少,并未作系统、深入的研究。本文正好弥补了这一领域的理论研究,并为以后学者的研究打下基础和提供一个研究思路。
本文主要的研究方法,是将定性研究与定量研究相结合,通过文献综述法和理论文分析法收集、整理的各种旅游城市品牌竞争力方面的资料,利用市场营销有关理论对云南省城市品牌竞争力进行分析研究。并利用层次分析法对城市品牌竞争力进行深入分析,得到西双版纳和丽江的竞争力排序。
本文主要围绕旅游城市品牌竞争力研究三个方面:
1、旅游城市品牌竞争力的基础内容,包括旅游城市品牌竞争力的概念、特点和类型。并对这些理论进行系统的分析和研究。
2、旅游城市品牌竞争力的模型的建立,通过先建立城市品牌竞争力模型,然后旅游城市以其独特的旅游资源为产品,基于城市品牌竞争力模型,建立旅游城市品牌竞争力模型,并形成旅游城市品牌竞争力的指标体系。
3、利用层次分析法研究西双版纳和丽江的旅游城市品牌竞争力,根据研究结果提出提升旅游城市品牌竞争力的路径。
With the increasing development of urban economy, and the expanding of the city, urban subject caused extensive concern from all walks of life. With the development of the city, it influenced the population, economy, politics, culture, etc. Nowadays has already entered a city period. However the resource scarcity and urban problems appeared, the competition between cities began entering the city all aspects of economic and social development, paying attention to the cities across the country, to improve the urban competitiveness become the important way to attract scarce resource, city brand competitiveness becomes the core competitiveness of the city competitiveness. Therefore, this paper mainly studies the city brand competitiveness, and specific to the tourist city brand competitiveness, and with lijiang in Xishuangbanna for example, the paper from two aspects of qualitative and quantitative research of urban tourism system, in order to achieve promotion of our city brand competitiveness.
Most scholars both at home and abroad were researched the urban brand and the urban competitiveness, and had a lot of valuable results. But the researches on city brand competitiveness are few, and do not make system and in-depth research. This paper just make up for a field theory research, and to lay a foundation for the after study and provide a thought.
This paper is to study the method of qualitative research, combining with the quantitative research, through literature review method and theory method to collect all kinds of tourism city brand of material, using the marketing theories about urban brand competitiveness analyzes YunNan province. And using the analytical hierarchy process (AHP) to analysis city brand competitiveness, lastly gets the competitiveness of LiJiang and XiShuangBanNa’s sorting.
This paper, focusing on tourism city brand competitiveness research in three aspects:
Firstly, the tourism city brand competitiveness based content, including tourism city brand competitiveness of the concept, characteristics and types, and to analysis and research these theories of system.
Secondly, to structure the tourism city brand competitiveness model, firstly through structuring the city brand competitiveness model, then the tourist city with its unique tourism resources for urban brand products, based on the established models, tourism city brand competitiveness formed model, and the tourism city brand competitiveness index system.
Thirdly, using the analytical hierarchy process (AHP) study to research the tourism city brand competitiveness of lijiang and xishuangbanna , according to the research results to propose the tourism city brand competitiveness ascension path.
本文主要的研究方法,是将定性研究与定量研究相结合,通过文献综述法和理论文分析法收集、整理的各种旅游城市品牌竞争力方面的资料,利用市场营销有关理论对云南省城市品牌竞争力进行分析研究。并利用层次分析法对城市品牌竞争力进行深入分析,得到西双版纳和丽江的竞争力排序。
本文主要围绕旅游城市品牌竞争力研究三个方面:
1、旅游城市品牌竞争力的基础内容,包括旅游城市品牌竞争力的概念、特点和类型。并对这些理论进行系统的分析和研究。
2、旅游城市品牌竞争力的模型的建立,通过先建立城市品牌竞争力模型,然后旅游城市以其独特的旅游资源为产品,基于城市品牌竞争力模型,建立旅游城市品牌竞争力模型,并形成旅游城市品牌竞争力的指标体系。
3、利用层次分析法研究西双版纳和丽江的旅游城市品牌竞争力,根据研究结果提出提升旅游城市品牌竞争力的路径。
With the increasing development of urban economy, and the expanding of the city, urban subject caused extensive concern from all walks of life. With the development of the city, it influenced the population, economy, politics, culture, etc. Nowadays has already entered a city period. However the resource scarcity and urban problems appeared, the competition between cities began entering the city all aspects of economic and social development, paying attention to the cities across the country, to improve the urban competitiveness become the important way to attract scarce resource, city brand competitiveness becomes the core competitiveness of the city competitiveness. Therefore, this paper mainly studies the city brand competitiveness, and specific to the tourist city brand competitiveness, and with lijiang in Xishuangbanna for example, the paper from two aspects of qualitative and quantitative research of urban tourism system, in order to achieve promotion of our city brand competitiveness.
Most scholars both at home and abroad were researched the urban brand and the urban competitiveness, and had a lot of valuable results. But the researches on city brand competitiveness are few, and do not make system and in-depth research. This paper just make up for a field theory research, and to lay a foundation for the after study and provide a thought.
This paper is to study the method of qualitative research, combining with the quantitative research, through literature review method and theory method to collect all kinds of tourism city brand of material, using the marketing theories about urban brand competitiveness analyzes YunNan province. And using the analytical hierarchy process (AHP) to analysis city brand competitiveness, lastly gets the competitiveness of LiJiang and XiShuangBanNa’s sorting.
This paper, focusing on tourism city brand competitiveness research in three aspects:
Firstly, the tourism city brand competitiveness based content, including tourism city brand competitiveness of the concept, characteristics and types, and to analysis and research these theories of system.
Secondly, to structure the tourism city brand competitiveness model, firstly through structuring the city brand competitiveness model, then the tourist city with its unique tourism resources for urban brand products, based on the established models, tourism city brand competitiveness formed model, and the tourism city brand competitiveness index system.
Thirdly, using the analytical hierarchy process (AHP) study to research the tourism city brand competitiveness of lijiang and xishuangbanna , according to the research results to propose the tourism city brand competitiveness ascension path.
引文
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1来自于云南省统计局统计数据
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[2]波特,《竞争优势》,北京:华夏出版社。
[3]陈桔,2006:《丽江的城市开发与遗产保护》,硕士论文。
[4]陈中华,2009:《层次分析法在中小企业信用评价中的应用研究》,硕士论文。
[5]杜青龙,2004:《中国城市品牌理论研究与实证分析》,硕士论文。
[6]菲利普,科特勒,艾伦·R·安德里亚森,2003《非营利组织战略营销》,北京:中国人民大学出版社。
[7]黄金霞,2004:《苏州城市品牌营造刍议》,《苏州大学学报》。
[8]黄海生,2004:《城市营销理论及其运作模式构建研究》,硕士论文。
[9]Kevin Lane Keller,1998:《战略品牌管理》,北京:中国人民大学出版社。
[10]康宇航,2004:《城市营销的市场策略探讨》,《商业经济与管理》。
[11]连玉明,2003:《中国城市蓝皮书》,北京:中国时代经济出版社。
[12]李光斗著,2004:《品牌竞争力》,北京:中国人民大学出版社。
[13]刘彦平著,2005:《城市营销战略》,北京:中国人民大学出版社。
[14]兰继斌,2007:《关于层次分析法优先权重及模糊多属性决策问题研究》,博士论文。
[15]李成勋,2006:《城市品牌起源、选择和培育》,《经济管理研究》。
[16]李忠宽. 2003:《品牌形象的整合传播策略》,《管理科学》。
[17]倪鹏飞主编,2004:《中国城市竞争力报告NO.2定位:让中国城市共赢》,北京:社会科学文献出版社。
[18]倪鹏飞主编,2003:《中国城市竞争力报告NO.1推销:让中国城市沸腾》,北京:社会科学文献出版社
[19]彭凤,2007:《大理与丽江旅游竞争力比较研究》,硕士论文。
[20]孙玉娟,2005:《塑造企业品牌个性提升品牌竞争力》,《河北理工学院学报(社会科学版)》第1期第五卷。
[21]苏刚,2004:《常州城市竞争力的市场空间探析》,《市场周刊(商务)》第12期
[22]谭昆智主编,2004:《营销城市》,广州:中山大学出版社。
[23]王纯,2005:《武汉城市品牌研究》,硕士论文。
[24]吴晓燕,2003:《论经营城市与提高城市竞争力》,《兰州学刊》第6期。
[25]吴智容,2007:《基于可持续发展观的城市品牌竞争力研究》,硕士学位论文。
[26]宣捷,毛静,2007:《泉州城市品牌营销战略构想》,《泉州师范学院学报》第5期。
[27]徐康宁,2002:《论城市竞争与城市竞争力》,《南京社会科学》第5期。
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