当代经济管理
噹代經濟管理
당대경제관리
Contemporary Economic Management
2013年
10期
12~18
,共null页
城市品牌 生态住宽度 生态位重叠 生态位重叠压力 竞争策略
城市品牌 生態住寬度 生態位重疊 生態位重疊壓力 競爭策略
성시품패 생태주관도 생태위중첩 생태위중첩압력 경쟁책략
city brand ; econiehe width; econiche overlap ; econiche overlap pressure ; competition strategy
随着城市成为竞争的主体，品牌化战略日益成为城市重要的竞争策略。文章从城市品牌外部资源的研究视角，将生态位理论引入到城市品牌的研究之中，从品牌支撑、品牌维护、品牌实现三个维度构建城市品牌生态位评价指标体系，运用生态位宽度、生态位重叠度和重叠压力测度函数对城市品牌的资源获取能力和品牌间的竞争态势进行分析。并以济南等周边八个城市的旅游品牌作为研究样本，辨识城市旅游品牌的竞争结构，通过对不同层次城市旅游品牌的发展趋向及竞争区间的辨识，提出相应的旅游品牌竞争策略。
隨著城市成為競爭的主體，品牌化戰略日益成為城市重要的競爭策略。文章從城市品牌外部資源的研究視角，將生態位理論引入到城市品牌的研究之中，從品牌支撐、品牌維護、品牌實現三箇維度構建城市品牌生態位評價指標體繫，運用生態位寬度、生態位重疊度和重疊壓力測度函數對城市品牌的資源穫取能力和品牌間的競爭態勢進行分析。併以濟南等週邊八箇城市的旅遊品牌作為研究樣本，辨識城市旅遊品牌的競爭結構，通過對不同層次城市旅遊品牌的髮展趨嚮及競爭區間的辨識，提齣相應的旅遊品牌競爭策略。
수착성시성위경쟁적주체，품패화전략일익성위성시중요적경쟁책략。문장종성시품패외부자원적연구시각，장생태위이론인입도성시품패적연구지중，종품패지탱、품패유호、품패실현삼개유도구건성시품패생태위평개지표체계，운용생태위관도、생태위중첩도화중첩압력측도함수대성시품패적자원획취능력화품패간적경쟁태세진행분석。병이제남등주변팔개성시적여유품패작위연구양본，변식성시여유품패적경쟁결구，통과대불동층차성시여유품패적발전추향급경쟁구간적변식，제출상응적여유품패경쟁책략。
With the city becoming the competitive main part, brand strategy comes to be the most significant strategy. From the perspective of the city brand external resources, this paper establishes a city brand econiche evaluation index system by applying the econiche theory to city brand research in terms of three dimensions of supporting brand, maintaining brand and achieving brand. Then it uses econiche width function, econiche overlap function and econiche overlap pressure function to analyze city brand resources~accessibility and competitiveness among cities brands. Finally, it takes eight cities as the research samples which covers surrounding area of Ji Nan to build these cities tourism brands＂ competitive structure. Through identifying cities tourism brands＂ development trends and competitiveness ranges of different levels, it proposes corresponding competition strategies for tourism brands.
