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Urban Renewal and Brand Equity: Guangzhou, China Residents' Perceptions of Microtransformation
| 题名： | Urban Renewal and Brand Equity: Guangzhou, China Residents' Perceptions of Microtransformation |
| 正文语种： | eng |
| 作者： | Wang, Min;Gu, Shanshan;Lin, Yinbin;Luo, Zhiwei;Zheng, Yuping |
| 作者单位： | South China Normal Univ Sch Geog 55 Zhongshan Ave West Guangzhou 510631 Peoples R China;South China Normal Univ Sch Geog 55 Zhongshan Ave West Guangzhou 510631 Peoples R China;South China Normal Univ Sch Geog 55 Zhongshan Ave West Guangzhou 510631 Peoples R China;South China Normal Univ Sch Geog 55 Zhongshan Ave West Guangzhou 510631 Peoples R China;South China Normal Univ Sch Geog 55 Zhongshan Ave West Guangzhou 510631 Peoples R China |
| 关键词： | Microtransformation;Brand equity;City brand;Urban renewal;Guangzhou residents |
| 摘要： | In recent years, microtransformation has gradually become a renewal method adapted for the development of Chinese cities and has been promoted by many city managers. This research regards microtransformation as a brand and explores the perceptions of Guangzhou residents by focusing on brand equity-related theories and research. The research results show that the brand equity of microtransformation is generally high, but the residents' perception of brand awareness is low. The choices and support of residents, the esthetic sensory experience, the Guangzhou characteristics of microtransformation, and the way microtransformation is understood are important factors that affect the success of Guangzhou's microtransformation. Therefore, combining the needs of residents with Guangzhou's historical and cultural status, clarifying the division of labor and responsibilities of related institutions, and expanding the audience's perception of channels play an important role in the future development of the branding of Guangzhou's microtransformation. |
| 出版年： | 2021 |
| 期刊名称： | Journal of Urban Planning and Development |
| 卷： | 147 |
| 期： | 3 |
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