沉浸式技术赋能的上海城市品牌形象传播提升研究
Study on Enhancing the Communication of Shanghai’s City Brand Image Empowered by Immersive Technologies
肖 莉
复旦大学管理学院 副教授，博士，lixiao@fudan.edu.cn
蒋青云
复旦大学管理学院 教授，博士
摘要: 城市品牌形象建设是提升城市核心竞争力的关键因素，然而现有研究尚存在不足，难以有效指导相关实践。聚焦上海 城市品牌形象的传播，旨在通过公众视角的问卷调研，揭示上海与国内外大型城市在品牌形象感知方面的差异。通过 问卷调研收集有效样本579份，考察公众对包含上海在内的16个国内外大型城市的品牌形象的感知，并运用感知图等方 法进行横向对比分析。结果表明：上海在经济发展、国际影响力等方面表现突出，但历史文化价值和旅游吸引力较弱； 受访者对城市的了解程度显著影响其品牌认知。基于此，提出利用先进的沉浸式技术构建城市融合体验，借助多感官 互动深化公众对上海城市品牌形象的感知与认同，从而系统性提升上海城市品牌形象传播的效果。
Abstract: The development of an effective city brand image is pivotal in enhancing a city’s core competitiveness; however, existing literature offers limited guidance for the practice. This research concentrates on assessing the public perceptions of Shanghai’s city brand image, aiming to reveal perceptual differences between Shanghai and other major domestic and international cities through an online survey. It collected 579 valid responses to assess public perceptions of the brand images of 16 major domestic and international cities, including Shanghai. Cross-sectional comparative analyses were conducted using perceptual maps. The results indicate that Shanghai excels in economic development and international influence but exhibits relatively weaker historical and cultural value as well as tourism appeal. Furthermore, respondents’ level of familiarity with the cities significantly influences their brand perceptions. Drawing upon the survey results, we advocate for the adoption of cuttingedge immersive technologies to construct an integrated city brand experience. By harnessing multisensory interactions, immersive technologies help deepen public recognition and identification with Shanghai, thereby systematically enhancing the effectiveness of Shanghai’s city brand image.
关键词：城市品牌形象；品牌传播；沉浸式技术；增强现实；虚拟现实
Keyword: city brand image; brand communications; immersive technology; Augmented Reality; Virtual Reality
中图分类号：TU984
文献标识码: A
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