【作者】 马瑞华；

【导师】 孙曰瑶；

【作者基本信息】 山东大学 ， 国民经济学， 2007， 博士

【摘要】 按照传统的区位经济学理论，城市之间根本不存在竞争。尤其是按照克里斯塔勒(Christaller．W)的中心地理论的解释，城市完全可以进行自给自足的生产，对外贸易仅限于本市不能生产的产品，城市之间会形成严格的分工体系，井然有序、无须竞争。然而，这显然和事实不符。事实上，城市之间不仅争夺资源、资金、人才等生产要素，而且在全球范围内争取其消费者。在生产要素流动性日益增强的全球化趋势下，城市竞争已经成为不容回避的事实。而中国恰恰在这个时候进入了城市化进程的加速期，据中国科学院可持续发展战略研究组最新公布的《2005中国可持续发展战略报告》，从现在起到本世纪中叶，中国城市化率将从现在的40％提高到75％左右。但是，城市化增加的35个百分点并不会均匀地分布于各个城市，而是存在着差异。哪些城市将获得更多的发展机会并增强其竞争力?哪些城市将被其他城市排挤逐渐衰落?哪些城市会扩大规模?又有哪些城市会日渐缩小?这是中国的每一个城市都必须面临的问题。进入20世纪90年代后，面对现实中日趋激烈的城市竞争，国内外学者开始对城市竞争力问题进行研究。综观国内外城市竞争力理论，大体上可分为三个方面：一是对城市竞争力的测评；二是分析城市竞争力的构成因素；三是寻找提升城市竞争力的策略。但是，这些研究都没有明确回答两个问题：第一，城市竞争究竟竞争的是什么?也即城市竞争的直接目的是什么?作用对象是谁?第二，城市竞争力的实现途径是什么?本文认为，城市竞争力的实现关键取决于两个问题：一是如何在生产要素流动性加快的情况下吸引相关的生产要素；二是如何把吸引到的生产要素有效地转变为被消费者所认可的产出。生产要素的逐利性是生产要素流动的直接驱动力，而追求利润最大化实际上是生产要素的所有者——投资者的行为动机，随着实力雄厚的投资者的到来，相关的生产要素都会跟随而致。进一步考察，投资者要实现利润最大化，必须实现产品的销售，只有城市的产出得到消费者的认可，城市才可能实现其价值。所以，城市竞争的直接目的就是对投资者和消费者的争夺。要提升城市竞争力就必须知道如何吸引投资者和高素质的人才，如何让消费者购买本市的产品。因此，本文认为：从经济意义上讲，城市竞争力就是一个城市持续不断地吸引外部投资者和消费者的排他性能力。因此，本文认为，城市竞争力的研究应具备宏观视角，但是必须从微观切入，就是要研究外部投资者和消费者的选择行为，即如何让投资者选择到本市投资、让消费者选择本市生产的产品和服务?为此，必须找到一个载体，向外部传递城市的有关信息，以影响城市的目标顾客——投资者和消费者的选择行为。品牌经济的提出正是基于这种考虑，试图在前人研究的基础上，进一步解决人类的选择问题，也即解决城市竞争力的实现问题。在过剩经济、产品同质化和消费水平日益提高的情况下，价格不再是消费者购买的唯一理由，同样成本也不再是投资者选址的唯一准则。此时，品牌成为投资者和消费者进行选择的可靠的识别要素。因此，本文的目的，就是研究品牌为何能够、以及如何提升城市控制外部资源和市场的排他性能力。具体地说，就是研究一个城市的产品品牌、产业品牌乃至城市品牌如何影响投资者和消费者的选择行为。那么，城市品牌究竟是如何作用于城市竞争力的呢?在生产要素的流动性假设、需求的有限性假设和政府官员的公共性假设三个基本假设条件下，本文分别分析了城市品牌对消费者选择行为和投资者选择行为的影响。我们假定消费者是在价格一定的条件下，寻求选择成本的最小化。经过分析，我们得出城市品牌作用于消费者的机制是：城市品牌集里的消费品类一定，则所能满足的消费需求一定，价格也随即确定，这二者结合便决定了同时具有购买意愿和购买能力的消费需求。辅以精确的品牌策略，便可以保证消费者选择成本最低，成为消费者购买的理由。同样，我们假定投资者是在进入成本和预期收益一定的条件下，寻求选择成本的最小化。经过分析，得出城市品牌对投资者的作用机制在于，在投资者数量一定的情况下，如何确定一个投资者品类，并辅以精确的城市品牌策略使该品类信息准确无误传递给投资者，以最大限度地降低投资者的选择成本，从而吸引该类型投资者。在阐明了城市竞争力的品牌机制之后，本文在对传统区位理论进行梳理的基础上，提出了本文的核心模型，即城市品牌引力模型。在该模型中，本文把城市品牌的引力因子归结为五个，分为三类：第一类，作用于投资者的因子，有两个，市场因素和成本因素；第二类，作用于消费者的因子，即城市品牌集里的品类品牌：第三类，干扰项，即外部投资者和消费者对城市的心理认同感以及政府行政效率，这两个因素虽然不构成核心因子，但是会对以上三个因子产生干扰，因而也构成城市品牌的引力因子。经过对城市品牌引力模型的静态分析和动态分析，得出城市品牌引力作用于城市竞争力的基本结论。首先，静态地看，在城市品牌策略S完全正确的条件下，城市品牌品类度综合指数越接近于1，城市品牌引力越大。若要增强城市品牌引力，城市必须不断提高品牌品类度，多个低品类度品牌的简单叠加丝毫无益于城市品牌综合品类指数的提高。其次，动态地看，城市品牌引力大小取决于三个因素：城市品牌品类度综合指数B、城市品牌集的大小m和城市品牌策略集S。要使城市品牌引力达到长期最大化，即实现城市竞争力的持续提升，在满足策略集S=1的必要前提下，根据城市的现实情况，有两条道路可走：一是在城市现有竞争力较强且调集资源的能力较强的情况下，应采取分散风险策略，力争培育多个品类度较高的品牌：二是如果城市现有竞争力较弱，则很难保证所有的品牌都能够做到B→1，也就是很难保证所有品牌的品类度，此时应当集中优势资源实行单品牌策略，以期从某一点上取得突破。这也就解释了为什么大城市要强、小城市要特的问题。作为应用经济学研究，本文在构建了解释性模型后，致力于解决性模型的研究。本文的解决性模型包括两大部分，即城市品牌定位的SIC模型和城市品牌经济策略模型。借用特劳特．里斯的定位理论，本文首先区分了传统的城市定位推力模式和本文所提倡的城市定位拉力模式，指出城市不能一厢情愿地把城市未来的发展方向和愿望作为定位基点；而应当从预期目标顾客的偏好出发，寻找某个单一利益点以满足目标顾客的偏好，确定一个品类，形成城市品牌定位，然后围绕该定位制定各项品牌经济策略，以确保该定位准确无误地传递给目标顾客并履行其承诺。然后，本文指出城市品牌定位并非一蹴而就，而是包括城市空间定位(Space Positioning)、城市产业定位(Industry Positioning)和城市品类定位(Category Positioning)在内的一个定位集合。任何城市都是一定区域的中心，城市定位首先要确定城市是多大范围的核心，这是城市发展的基本约束条件；其次，城市要确定是该空间范围的什么样的核心，即城市产业定位，确定发展什么样的产业和产品；最后，城市空间定位和城市产业定位只是给了城市品牌一个壳，要确定城市品牌的内核还必须进行城市品类定位，即在城市产业定位的基础上，再进一步确定城市的产品品类和投资品类。由于产品品类主要由企业在市场竞争中自发产生，因此，政府有所作为的只能是确定投资品类。总结城市品牌定位SIC模型，我们可以得到集城市空间定位、产业定位和品类定位为一体的三维立体定位图，该图把城市品牌定位划分为八种基本模式。其中，第(3)和第(4)种是不现实的：第(1)、第(5)和第(7)种是不可取的；比较可取的是第(2)种、第(6)种和第(8)种。在前文中，我们一直假设城市品牌策略完全正确，即S=1。解决性模型的第二部分，即城市品牌经济策略模型就致力于解决在城市品牌品类度综合指数B一定的条件下，如何提高城市品牌经济策略的精确度问题。本文总结的城市品牌经济策略共六项，按照实施的先后顺序分别是：产业策略、环境策略、制度策略、新闻策略、投资策略和路径策略，并分别分析了各个策略的具体实施方法。更多还原

【Abstract】 According to traditional theories of regional economics, there is no competition among cities at all. Especially according to the theory of central places of Christaller, cities can produce almost every thing they need. Trade between cities only limited to those products that they can not produce. So, there would form an orderly and strict system of division of labor among cities. No competition was needed.But, this doesn’t conform to realities. In fact, cities not only contend for resources, capitals and talented persons, but also contend for their consumers in the whole world. Under the condition of the tendency of globalization and the increasing mobility of factors of production, urban competition has become a fact which we can not get round. At the just moment, China entered its accelerating period of urbanization. According to 2005 Report of China’s Sustainable Development Strategy, which was newly published by the research group on sustainable development of China Academy of Sciences, China’s urbanization rate would increase from now 40% to about 75% by the middle of this century. But, the increased 35 percent would not distribute evenly among all cities. Instead, there must be indifferences. Which cities would get more developing opportunities? Which cities would be pushed aside and decline? Which cities would enlarge their sizes? And which cities would shrink day by day? This is an important question that every city must face with in China.After 1990s, facing with increasingly fierce competition of cities, domestic and foreign scholars began to study urban competitiveness. All these theories can be roughly divided into three aspects: one is the measurement of urban competitiveness; one is to analyze the factors of urban competitiveness; the other is to seek to the strategy of improving urban competitiveness. But, all these researches didn’t answer two questions. First, what do the cities compete for? That is, what is the goal of urban competitiveness? Second, by what ways can we realize urban competitiveness?This essay argues that the realization of urban competitiveness depends on two questions. One is how to attract relevant factors of production under the condition of their increasingly mobility. One is how to change the factors of production to output that would be purchased by consumers. Chasing profit is the direct drive of the mobility of factors of production. Chasing the maximum of profit in fact is the behavior motive of investors. Along with the investor’s coming, relevant factors of production would follow in. Further, in order to realize the maximum of profit, investors must realize the sale of products. Only when the output of cities were accepted by consumers, could cities realize their values. Therefore, the direct goal of urban competition is to contend for investors and consumers. In order to enhance urban competition, we must know how to attract investors and talented persons, how to let consumers buy our products. So, this thesis suggests that from an economic sense, city competitiveness is a city’s exclusive ability of continuing attraction of outside investors and consumers.Therefore, the research of city competitiveness should have a macro angle of view but to begin from micro analysis. That is, we must research the choice behavior of investors and consumers. How can we let investors invest our city and let consumers choose our products and services? For this purpose, a carrier must be found to transmit information of cities to outside, which would influent the choice behavior of investors and consumers. In consideration of this, we put forward brand economics. We hope to solve the choice problem of human beings based on former researches. In this thesis, that is to solve the realization of city competitiveness. Under condition of surplus economy, similarity of products and improving consume level, price is no longer the only reason for consumers to buy products, and no longer the only reason for investors to choose their business places. Now, brand becomes the reliable factors to select. Therefore, the purpose of this thesis is to research why and how brands can improve cities’ exclusive ability of controlling outside resources and market Specifically, it aims to research how the product brands, industry brands and city brand influence the selecting behavior of investors and consumers.Then, how does the city brand impact city competitiveness on earth? Under three basic hypothesis: the mobility of factors of production, the limitation of demands, the public of government officers, this thesis analyzed the impact of city brand on the choice behaviors of consumers and investors respectly. We suppose that consumers seek for the minimum of choice cost under a certain price. After analysis, we concluded the mechanism of the influence of city brand on consumers: once the consume category is determined, the demand it can satisfy is determined, so is the price. Conbination of the two decided the consume demand with purchase wants and power. Supplymented by pricise brand strategy, we can asure the minimum of choice cost of consumers. As the same, we suppose that investors seek for the minimum of choice cost under certain entry cost and predicted revenue. Afer analysis, we concluded the mechanism of the infuence of city brand on investors: under certain number of investors, how to determine an invest category supplymented by pricise brand strategy to reduce investors’ choice cost and attract this type of investors.After clarify the brand mechanism of city competitiveness, this thesis put forward its core model: the attraction model of city brand based on the traditional regional theories. In this model, it reduced all the attractive factors of city brand to five main factors, which were divided into three types. The first type has two factors (market and costs), which impact investors; the second is the category brands in city brand set, which impact consumers; the final one is the disturbing factors, including the identification of outside investors and consumers and the efficiency of city government. Through static and dynamic analysis on the attraction model of city brand, we drew the basic conclusion. First, statically, when the city brand strategy is perfect, the closer to 1 is the composite index of the degree of city brand category, the greater is the city brand attraction. If a city wants to improve the city brand attraction, it must improve its degree of brand category constantly. The simple repeat of low degree of brand category can not contribute to the composite index. Second, dynamically, the attraction power of city brand depends on three factors: the composite index of the degree of city brand category B, the size of city brand set m and the city brand strategy set S. To maximize the attraction of city brand in long term, there are two practical ways under the prerequisite of S=1. When the city competitiveness is strong, it should take a strategy of decentralizing risks and foster more brands of high category degree. When the city brand is weak, it is difficult for all brands reaching to B→1. That is, it is difficult to assure high category degree. It should take single brand strategy to break through from one point. This explained why big cities should be powerful and small cities should have their own characteristics.As a research of applied economics, after constructing an explanation model, this thesis aims to the study of resolving model. The resolving model includes two parts: the SIC model of city brand positioning and the model of economic strategy of city brand. Using the positioning theory of Al Reis and Jack Trout, this thesis firstly differentiated traditional pushing model of city brand positioning from the pulling model of city brand positioning. It pointed out that cities could not make their own wishes and directions of development as the base of positioning, but should begin with potential target consumers and seek a single benefit point to satisfy the preference of target consumers. By doing so, cities can determine a category and form city brand positioning. Then, centering this positioning, cities can formulate their brand economic strategies to assure that this positioning can be transferred to target consumers precisely and the promises of city brands be fulfilled. Then, this thesis pointed out that the city brand positioning could not be accomplished in one move. The city brand positioning include city’s space positioning, industry positioning and category positioning. Every city is the core of a certain region. Firstly, city positioning must determine which range of core the city is. This is the basic limitation of city development. Then, a city must determine what kind of core it is in this limited space. That is industry positioning. A city can determine what kind of industry and products it will develop. Finally, space positioning and industry positioning only give city brand a shell. To determine the core of city brand must carry a category positioning. A city must determine its product category and investment category further. Because product category is made by enterprises in competition, what the city government can do is investment category. Summing up the SIC model, we can get a three-division map combined with city space positioning, industry positioning and category positioning. This map classifies the city brand positioning into eight modes. In which, the third one and fourth one are unrealistic. The first one, fifth one and the seventh one are undesirable. Only the second, sixth and the eighth one are desirable.In above, we supposed that the city brand strategies are perfect, that is S = 1. The second part of the resolving model, the economic strategy of city brand is aimed to improve the precision of the economic strategies of city brand under certain composite index of city brand category. This thesis concluded six economic strategies of city brand. According to the sequence of implement, they are industry strategy, environment strategy, institute strategy, investment strategy and path strategy. Then it analyzes the implication methods of these strategies respectively.更多还原