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作者

Min Wang;Shanshan Gu;Yinbin Lin;Zhiwei Luo;Yuping Zheng

来源

JOURNAL OF URBAN PLANNING AND DEVELOPMENT,Vol.147,Issue3

语言

英文

关键字

作者单位

Associate Professor, School of Geography, South China Normal Univ., No. 55, Zhongshan Avenue West, Guangzhou 510631, China. Email: [email protected];Postgraduate Student, School of Geography, South China Normal Univ., No. 55, Zhongshan Avenue West, Guangzhou 510631, China. Email: [email protected];Postgraduate Student, School of Geography, South China Normal Univ., No. 55, Zhongshan Avenue West, Guangzhou 510631, China (corresponding author). ORCID: https://orcid.org/0000-0001-5106-4272. Email: [email protected];Undergraduate Student, School of Geography, South China Normal Univ., No. 55, Zhongshan Avenue West, Guangzhou 510631, China. Email: [email protected];Undergraduate Student, School of Geography, South China Normal Univ., No. 55, Zhongshan Avenue West, Guangzhou 510631, China. Email: [email protected]

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.