文献类型：会议论文

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

作者：ZHOU Luyang[1];WANG Weidong[1];

机构：[1]School of Business,Shaoxing University,P.R.China,312000;

会议论文集：2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)论文集

会议日期：20100807

会议地点：浙江绍兴

主办单位：中国市场营销研究中心;绍兴文理学院

语种：英文

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

中文摘要：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.