文献类型：会议论文

英文题名：Local University Students' Perceptual Map of a Destination Brand Shaoxing City in China

作者：Zhou Luyang[1];Wang Weidong[1]

机构：[1]Shaoxing Univ, Sch Business, Shaoxing 312000, Peoples R China

会议论文集：International Conference of Marketing Science and Management Technology

会议日期：AUG 07-08, 2010

会议地点：Shaoxing Univ, Shaoxing, PEOPLES R CHINA

主办单位：Shaoxing Univ

语种：英文

外文关键词：Holistic Brand Conception; Perceptual Map; Static Positioning

外文摘要：This paper views that destination brand as a holistic brand conception, and uses the attributes-based perceptual map technique to describe the static meaning of the positioning conception. With a case study of Shaoxing City in China, two main attributes historical culture and comprehensive function in local university students' perception are achieved, and Shaoxing's local university students' perceptual map is drawn. It indicates that Shaoxing has a big inferiority to Hangzhou in terms of natural landscape, shares almost the same price level as its neighboring cities, takes a great advantage of historical culture over the neighboring cities, but leaves a big gap of comprehensive function below Hangzhou and Shanghai. This discovery offers some guides for Shaoxing City's future tourism branding.