Research on the Evaluation of the Brand Competitiveness of Jilin City’s Ice and Snow Tourism Urban Brand

在“冰天雪地也是金山银山”理念的指引下，我国冰雪经济高质量发展进入了新时代的关键时期，亟需探究冰雪旅游城市品牌竞争力与高质量发展目标存在的差距。本文通过构建吉林市冰雪旅游城市品牌竞争力评价体系，参照Aaker品牌资产五星模型对品牌的知名度、品牌认知度、品牌忠诚度、品牌联想度、品牌其他资产等关键指标进行全面评估，并基于评估结果和薄弱环节分析，提出一系列品牌竞争力提升对策，旨在为吉林市地方政府和旅游企业提供科学依据，帮助其在制定冰雪旅游发展规划、市场营销策略、产品与服务创新等方面做出更加科学、合理的决策，促进吉林市冰雪旅游品牌的可持续发展。Under the guidance of the concept of “ice and snow are also mountains of gold and silver”, China’s ice and snow economy has entered a critical of high-quality development, urgently needing to explore the gap between the brand competitiveness of ice and snow tourism cities and the goal of high-quality development. This paper constructs evaluation system for the brand competitiveness of Jilin City’s ice and snow tourism city, and makes a comprehensive evaluation of the key indicators such as brand popularity, brand awareness, loyalty, brand association, and other brand assets by referring to Aaker’s five-star model of brand assets. Based on the evaluation results and the analysis of weak links, series of strategies for enhancing brand competitiveness are proposed, aiming to provide scientific basis for local governments and tourism enterprises in Jilin City, and help it make more scientific and reasonable decisions in formulating ice and snow tourism development plans, marketing strategies, product and service innovations, etc., and promote the sustainable development of Jilin City’s ice and snow tourism brand.