Perceived risk ' s study has important significance in theory and practice . marketer ' s main aim is adding consumer ' s purchase intent . in the domain of consumer behavior study , there are two different viewpoints appeard 企业营销者的主要目的是增加目标消费者对其产品的购买，而购买行为的发生与购买意愿( purchaseintent )直接相关，购买意愿是衡量消费者是否会产生进一步购买行为的指标( bruce ， 2001 ) 。
Because of the strong competitions between cities , the advanced resources are accumulated more and more in the cities that are in advanced place . how to keep dominance or to change inferior position , some city operators come to the corporations ’ competitive tool , brand . they make use of branded city to compete with the global cities , and it has proved that the branded cities have advanced competitions in practice 随着城市竞争的加剧,有利于城市发展的资源越来越集中在处于优势地位的城市中,如何保持自己的优势,如何在竞争中扬长避短,城市营销者们提出了城市品牌化的概念,用品牌化的城市来参与全球化的城市竞争。
This thesis firstly summarizes the relative theories and concepts of brand positioning , and then emphasizes that brand positioning is the process that customers and marketers influence mutually , thirdly designs the brand positioning procedure which intends to guide enterprises to make the right brand positioning decision . the last part of the thesis provides suggestions aiming at appreciating the effectiveness of brand positioning in the practices 本文在广泛收集有关品牌定位的文献资料的前提下，分析消费者与营销者互动的品牌定位过程，并从营销者的角度探索品牌定位的流程，分析有关于品牌定位决策的诸多因素及品牌定位的分析工具及研究方法。
Wise marketer always tries to form long - term , inter - trusted and inter - profited relationship with customers , distributors , dealers , suppliers and etc . it calls for fair price , high - quality product and service , and meanwhile all parties should enhance relation and communication in many aspects such as economics , technology and society 精明的市场营销者,总是试图与其顾客、分销商、经销商、供应商等建立起长期的互信互利关系。这就需要以公平的价格、优质的产品、良好的服务与对方交易。同时,双方的成员之间还须加强经济、技术及社会等各方面的联系与交往。
