I 摘要 成都地处西南，是一座历史悠久的城市。其独特的地理位置、气候条件赋予了 它独特的自然环境、旅游资源。进入21世纪，有不少城市逐步意识到利用城市品 牌进行营销可以更好地吸引投资和游客。然而，在实践过程中，不少城市的品牌营 销工作并未取得积极的效果，受众群体无法感知到清晰的城市品牌形象，城市品牌 营销反而损害了城市品牌形象等情况时有发生。成都市作为正在尝试城市品牌营 销的城市，也可能遭遇类似的问题。 本文以成都市的城市品牌营销作为研究对象，其研究方法包括文献分析、问卷 调查和量化分析三种，其中量化分析包括因子分析和回归分析。首先利用相关理论 确定了成都市的城市品牌构成要素，通过文献分析法对成都市的城市品牌营销现 状进行了梳理。然后采用了设计和发放问卷的方式对成都城市品牌的公众了解情 况进行了调查，再使用因子分析、回归分析等量化分析方法对问卷数据进行了处理， 找到了成都在进行城市品牌营销工作中面临的诸多问题。针对这些问题，结合成都 市已有的各种利于城市品牌营销的条件，构建营销方案，对成都的城市品牌营销提 出了策略和建议。 本文总共分为四个章节。第一章是绪论，主要介绍了本论文的研究背景、目的、 意义、研究用到的相关理论、研究方法和论文主要框架。其中，本论文的研究目的 是为成都市提出品牌营销方案的建议，帮助本地政府更好地进行品牌营销。此外， 还利用“城市品牌构成要素理论”将成都城市品牌的核心构成要素确定为“城市发展 水平”、“城市文化魅力”、“城市环境魅力”、“国际化与开放”、“交通枢纽”五个要素。 本文第二章对成都城市品牌营销的问题调查进行分析，通过发放调查问卷、量化分 析等方法，找出了成都在进行城市品牌营销工作中面临的几个问题。本文第三章以 成都城市品牌五个核心构成要素为参考，对成都市拥有的，可以用于品牌营销的条 件进行了梳理。本文第四章介绍了成都城市品牌营销方案的相关设计和建议， 利 用上述五个品牌构成要素和基于7W2H营销分析法设计的六个营销要素作为矩阵 的纵、横变量，构建了营销方案设计矩阵，利用该矩阵设计了成都的城市品牌营销 方案。 关键词：城市品牌营销，成都，7W2H营销分析法，国际门户枢纽 ABSTRACT II ABSTRACT Chengdu, located in the southwest, is a city with long history. Its unique geographical location and climatic conditions give it unique ecological environment and tourism resource. In the 21st century, many cities have gradually realized that city brands marketing can better attract investment and tourists. However, in the process of practice, many cities haven’t achieved a positive, people cannot understand their marketing work in a right way. Moreover, some marketing works have got an opposite effect. Chengdu, a city which is on the half-way of city brand marketing, could suffer above problems as well. This paper takes the city brand marketing of Chengdu city as the research object, and its research methods include literature analysis, questionnaire survey and quantitative analysis. Moreover, the quantitative analysis includes factor analysis and regression analysis. First of all, this paper uses relevant theories to determine the elements of city brand in Chengdu, and uses literature method to sort out the city’s situation. Then, the design and distribution of questionnaires were used to investigate the population outside Chengdu, and the quantitative analysis methods were used to process the questionnaire data, from them, many problems that Chengdu’s city brand marketing is facing were found. In view of these problems, combining with present Chengdu’s situation, this paper puts forward some suggestions and strategies for the city brand marketing in Chengdu. Eventually, data collection is conducted on the urban status perception of Chengdu residents by means of designing and issuing scales, which is also an innovation of this paper. This paper has been divided into four chapters. The first chapter is the introduction, which mainly focuses on the research background, purpose, significance, research methods, relevant theories and a main framework graph of this paper. Among them, the purpose of this paper is to put forward the suggestions on brand marketing for Chengdu city, and to help the local government reach a better practice in city brand marketing. Besides, a theory has been used and five core elements of Chengdu city brand has been conducted. The second chapter introduced the present situation of Chengdu’s brand marketing work. Then, by designing and handing out the questionnaires, several problems that Chengdu’s work is facing has been found. The third chapter of this paper takes the ABSTRACT III five core components of Chengdu city brand as a reference to sort out the conditions that Chengdu owns and can be used in brand marketing. The fourth chapter of this paper introduces the relevant design and Suggestions of Chengdu city brand marketing plan, an innovative marketing matrix has been announced by using the above five brand elements and the six marketing elements designed based on 7W2H marketing analysis method as its vertical and horizontal variables. After that, the design of Chengdu city brand marketing plan has been made from it. Keywords: City brand Marketing, Chengdu, 7W2H Marketing Analysis, International Gateway Hub 目 录 IV 目 录 第一章 绪论 .................................................................................................................................... 1 1.1 研究背景、目的及其意义 ........................................................................................... 1 1.1.1 本研究提出的背景 .............................................................................................. 1 1.1.2 研究目的 ................................................................................................................ 2 1.1.3 本研究的意义 ....................................................................................................... 3 1.2 本研究的相关概念、理论概述 .................................................................................. 4 1.2.1 城市品牌 ................................................................................................................ 4 1.2.2 城市品牌构成要素理论 .................................................................................... 4 1.2.3 城市品牌核心要素 .............................................................................................. 5 1.2.4 城市品牌营销理论 .............................................................................................. 5 1.3 本研究的理论假设和研究思路 .................................................................................. 7 1.3.1 理论假设 ................................................................................................................ 7 1.3.2 研究的思路 ........................................................................................................... 7 1.4 研究的方法 ....................................................................................................................... 8 1.4.1 文献分析 ................................................................................................................ 8 1.4.2 问卷调查 ................................................................................................................ 8 1.4.3 量化分析 ................................................................................................................ 9 1.5 研究内容、论文基本框架和创新点 ....................................................................... 10 1.5.1 研究内容 .............................................................................................................. 10 1.5.2 论文基本框架 ..................................................................................................... 11 1.5.3 主要创新点 ......................................................................................................... 11 第二章 成都城市品牌营销问题调查与分析 ....................................................................... 12 2.1 成都城市品牌营销问卷调查 ..................................................................................... 12 2.1.1 问卷调查设计理论依据及样本说明 ............................................................ 12 2.1.2 问卷调查的过程及结果 .................................................................................