关键词：城市品牌资产，场所营销，层次分析法，重要性-绩效分析，大田
摘 要：本研究作为 7030 项目的一部分，该项目创建于 2019 年庆祝大田建市 70 周年和提升为广域市 30 周年之际，其首要目的是分析与内部和外部营销相关的营销活动。城市环境，并相应地确定城市营销的核心价值（关键词），最后，提出包含关键词的替代品牌口号。第二个目的是，为了实现这一口号，通过对现有品牌资产的探索、分类和评估，来定义权利品牌。首先，本研究基于内部和外部环境分析确定了 18 个关键词，并基于两个标准，即价值是否为市民所共享，以及它如何将大田与其他城市区分开来。该研究提出了一个修订后的口号：“一个创新和能力的城市，追求平静和尊严的生活。随后，为实现这一口号，本研究共检测出423个城市品牌资产，将其分为8个类别，在此基础上进行AHP分析并计算类别的相对权重，同时进行IPA评估水平每项资产的认可度和重要性。AHP 权重评估以及 IPA 由大约 50 人的公民计划委员会进行。这种群体评价的结果因评价者的背景而异，本研究承认这种趋势，建议如何解释和利用评价结果。最后，它计算最终的权力品牌资产得分，这是 AHP 权重和 IPA 点的函数。然后使用这样的力量品牌选择过程来为每一类品牌资产的营销制定指导方针和原则。
Abstract: This study, as part of the 7030 project, which celebrates in 2019 the 70th anniversary of the establishment of Daejeon as a city and the 30th anniversary of its promotion to a Metropolitan City, places its first purpose on analysing the internal and external marketing-related environments of the city and accordingly, identifying core values (keywords) for the city marketing and finally, suggesting an alternative brand slogan comprising the keywords. A second purpose is, for the purpose of achieving the slogan, to define power brands through the exploration, classification, and assessment of the existing brand assets. Firstly, this study identifies 18 keywords based on the internal and external environmental analysis and, based on two criteria, whether the value is shared by citizens and how it differentiates Daejeon from other cities. The study suggests a revised slogan: “a city of innovation and capacity, pursuing a life of composure and dignity”. Subsequently, to actualize this slogan, this study detects a total of 423 city brand assets and classifies them into eight categories, based on which it conducts an AHP analysis and computes the relative weights of the categories, while it conducts the IPA to evaluate the levels of the recognition and importance of each asset. The AHP weight evaluation, as well as the IPA, is conducted by a citizen planning board of about 50 people. The results of such a group evaluation differs by the background of the rater, and acknowledging the tendency, this study suggests how to interpret and utilize the evaluation results. Finally, it computes the final power brand asset score, which is a function of the AHP weight and IPA point. Such a power brand selection process is then used to develop guidelines and principles for the marketing of each category of brand assets.
Key: City Brand Asset, Place Marketing, Analytical Hierarchy Process, Importance–Performance Analysis, Daejeon
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