earticle

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。