Abstract: In modern societyies, the signals released by brands carry important meaning. Drawing on 2012-2016 China Migrants Dynamic Survey data and taking “National Civilized City” as a quasiexperiment, this paper explores the impact of the promotion of city brand value on migrants' settlement intentions within a difference-in-differences framework. The results show that the promotion of city brand value can significantly improve migrants' settlement intentions, and this effect is stronger for migrants in younger generation, with shorter migration experience, higher income and educational level, and without home ownership in host cities. Moreover, the brand of “National Civilized City” makes cities with higher administrative level, higher household registration threshold, higher per capita income, and more adequate educational and medical resources more attractive. This study emphasizes the key role of city brand value in promoting a new type of people-centered urbanization and sheds light on how to promote newtype city construction and urban social integration.

摘要： 在现代经济社会中，品牌释放的信号具有重要的价值。基于2012~2016年中国流动人口动态监测调查数据，以城市入选“全国文明城市”作为准自然实验，通过双重差分方法探索了城市品牌价值提升对于流动人口居留意愿的影响。研究发现，文明城市带来的城市品牌价值提升可以显著提高当地流动人口的居留意愿，且该提升效应主要集中在新生代、流动年限短、高收入、高学历以及在流入地没有自有住房的流动人口中；文明城市能够赋予高行政级别、高户籍门槛、高收入以及教育、医疗资源丰富的城市更强的吸引力。这些结论证实了城市品牌价值在推进以“人”为核心的新型城镇化进程中的作用，对于深入推进新型城市建设以及促进城市社会融合具有重要的意义。

关键词: 品牌效应, 全国文明城市, 流动人口, 居留意愿