Bibliometric Analysis of Chinese Research on City Brand and Brand Building Strategies for Beijing

Abstract

With the gradual improvement of urbanization in China, it is important to research city branding to promote high-quality urban development. This paper uses CSSCI journals (including the expanded edition) in CNKI as the data source to collect the papers related to city branding from 2001-2022, analyzes the research content of city branding based on the bibliometric method, and accordingly proposes strategies for city branding in Beijing. The analysis result shows that the research on city branding involves a wide range of content, mainly including city branding, place marketing, and multilayer brand strategy. Based on this, we propose strategic suggestions for city branding for Beijing: exploring the characteristics of city resources and enhancing the cultural connotation; building a multilayer brand strategy to promote regional development; expanding multi-channel marketing to highlight the differentiation of city brand.