城市品牌评价的中国标准及其应用*

城市品牌是城市的重要资产。加强城市品牌的培育，提升城市品牌的知名度、美誉度和影响力对于城市的经济和社会发展具有重要意义。本文结合中国城市的发展现状，运用品牌价值“五要素”（有形资产、无形资产、质量、服务和技术创新）模型，设计了城市品牌评价的指标体系（包括5个一级指标和37个二级指标），研究了城市品牌的定量化评价方法，为城市品牌国家标准的建立和中国城市品牌的评价工作提供了理论分析框架，并提出了提升城市品牌影响力的政策建议。

CHINESE STANDARD OF CITY BRAND EVALUATION AND ITS APPLICATION

City brand is an important asset of a cityStrengthening the cultivation of city brand，enhancing the popularity，reputation and influence of city brand are important for a city's economic and social developmentBased on the development status of Chinese cities，the paper uses the theory of brand value development and “five elements” model（tangible assets，intangible assets，quality，service and technological innovation） to design the index system of city brand evaluation（including 5 first grade indicators and 37 secondary grade indicators） and study the quantitative evaluation method，which provides a theoretical framework for the establishment and evaluation of the national standard of the city brand in ChinaPolicy recommendations are put forward to enhance the influence of city brands