Research on City Brand Construction under the Perspective of Value Co-Creation

Abstract

In the era of new media, the Internet platform has created many web celebrity cities, among which “Erbin” and its related topics continue to be hot for several months, and have become a phenomenal IP for city branding.This paper starts from the perspective of value co-creation, and through the method of audience survey, we study to understand the impact of user value co-creation participation on the construction of Harbin city brand. Through the research, this paper concludes that the degree of user value co-creation participation can promote the city brand awareness, reputation and loyalty. By studying the effect of Harbin’s city brand construction, this paper draws lessons for small and medium-sized city brands to “get out of the circle”.