Bibliometric Analysis of Chinese Research on City Brand and Brand Building Strategies for Beijing
نویسندگان
چکیده
With the gradual improvement of urbanization in China, it is important to research city branding promote high-quality urban development. This paper uses CSSCI journals (including expanded edition) CNKI as data source collect papers related from 2001-2022, analyzes content based on bibliometric method, and accordingly proposes strategies for Beijing. The analysis result shows that involves a wide range content, mainly including branding, place marketing, multilayer brand strategy. Based this, we propose strategic suggestions Beijing: exploring characteristics resources enhancing cultural connotation; building strategy regional development; expanding multi-channel marketing highlight differentiation brand.
منابع مشابه
Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust
In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...
متن کاملBrand Building on the Internet
On the Internet today, a type of customer called “Information Seeker” may develop more easily, who tries to gather independent sources of information about different products prior to purchase and thus makes a deliberate selection rather than trusting sellers or brands. Therefore, the function of brands in transmitting information will lose significance, with enormous impact on brand loyalty, e...
متن کاملThe impact of brand equity on price premium, brand extension, brand preference and purchase intention
One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...
متن کاملBrand-meaning co-creation by stakeholders: an interactive city brand
Using a quantitative study, this article considers the reciprocal relationship between stakeholder, city brand meaning co-creation and stakeholder identity. This study is pioneering in that it firmly establishes the existence of an interactive brand due to the reciprocal relationship for two of three sets of stakeholders. Three stakeholder groups in Hatfield, UK provide the context for the stud...
متن کاملChinese Brand Naming:
This paper reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed from their earlier studies. The ten types of brand names are presented in three broad categories representing the three different developing stages of consumer product industry in China: brands of traditiona...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: SHS web of conferences
سال: 2023
ISSN: ['2261-2424', '2416-5182']
DOI: https://doi.org/10.1051/shsconf/202317003008