城市品牌价值是一个体系,城市品牌的价值化,是一个动态的过程。城市品牌的价值会随着时代变迁、城市环境变化等因素或增或减。其中,包括品牌内涵的价值化、品牌愿景的价值化、品牌文化的价值化等方面。城市品牌传播效果的测量与评估,最重要的方式是调查传播活动对目标受众所产生的影响,一般通过对目标受众的随机问卷调查,从影响广度、深度和向度三个维度进行测量。新 The brand value of the city is a system. The value of the city brand is a dynamic process. The value of an urban brand may increase or decrease with changes in the times and changes in the urban environment. Among them, it includes the value of brand connotation, the value of brand vision, and the value of brand culture. The most important way to measure and evaluate the effect of urban brand communication is to investigate the influence of communication activities on the target audience. Generally, it measures the breadth, depth and direction of influence through a random questionnaire survey of the target audience. new