城市品牌建设中的政府行为研究

发布时间：2018-04-04 18:40

本文选题：城市品牌　切入点：公共产品　出处：《广西民族大学》2009年硕士论文

【摘要】： 随着城市的迅速发展,我国越来越多的城市走向城市品牌化道路,而政府作为城市的主要管理者,对城市的品牌化发展具有主导性作用。政府的合法性在于他是人民授予权利的政府,因此,对城市的管理应以公共利益作为出发点,而城市品牌具有明显的公共价值,那么政府对城市品牌的塑造就应该以公共利益为重。然而在公共选择理论看来,政府同样有自身利益的存在,政府对城市的管理有可能会出于自身利益的需求而偏离公共利益,那么政府对城市品牌的塑造,同样也会因政府的行为而产生不同的效果,城市品牌的价值在多大程度上满足公共利益的诉求,就在于政府行为的规范程度如何。本文认为城市品牌属于一种公共产品,城市品牌的塑造是多元化共同参与的一个过程,政府在此过程中具有主导性作用,决定了城市品牌的最终价值。城市品牌塑造的过程主要由城市品牌定位、城市品牌选择、城市品牌开发三部分构成,其中笔者根据城市品牌开发的时间和内涵不同,把城市品牌分为两种类型:“广告型”城市品牌和“竞争力提升型”城市品牌,前者是城市品牌的外在开发,重在宣传效应,后者是城市品牌的内涵开发,重在创造竞争优势。本文利用更符合我国政府行为的“半经济人”的假设,并结合委托代理理论、公共产品可见度等理论,通过对城市品牌中由于政府行为而引发的一些问题进行分析,最后得出优化政府行为的一些建议。
[Abstract]:With the rapid development of cities, more and more cities in China are moving towards the road of city branding, and the government, as the main manager of cities, plays a leading role in the development of city branding.The legitimacy of government lies in the fact that it is the government that people grant rights, therefore, the management of the city should take the public interest as the starting point, and the city brand has the obvious public value,So the government should focus on the public interest in shaping the city brand.However, according to the theory of public choice, the government also has its own interests, the government's management of the city may deviate from the public interest out of the demand of its own interests.The value of the city brand depends on the standard degree of the government behavior, to what extent the value of the city brand satisfies the demand of the public interest.This paper holds that the city brand belongs to a kind of public goods, and the shaping of the city brand is a process in which the plurality participates together, and the government plays a leading role in this process, which determines the final value of the city brand.The process of urban brand shaping is mainly composed of three parts: the positioning of urban brand, the choice of urban brand, and the development of urban brand, among which the author is different according to the time and connotation of the development of urban brand.The city brand is divided into two types: "advertisement type" city brand and "competitiveness promotion type" city brand, the former is the external development of the city brand, the emphasis is on the propaganda effect, the latter is the connotation development of the city brand, and the emphasis is to create the competitive advantage.By using the hypothesis of "semi-economic man", which is more in line with the behavior of our government, and combining the principal-agent theory and the theory of visibility of public goods, this paper analyzes some problems caused by government behavior in urban brands.Finally, some suggestions for optimizing government behavior are obtained.
【学位授予单位】：广西民族大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：C912.81

【引证文献】