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1、AbstractWiththeincreasingofthedegreeofeconomicglobalization,competitionbetweenregionsbecomesmoreandmoreintense,thedevelopmentoftheplacebrandhasbeenanattentionhotspotofpracticalandtheoretical.Atthesametime,theimportantofinstitutionalregulationofplacebrandingi
2、ntheprocessofplacebrandingarerarelyconcerned,thestructureconnotationofregulationarealsolackofdiscussion.Thispaperapplytheliteraturereviewandempiricalmethodsdevelopedmulti-dimensionalstructuralmodelofafour-dimensional11factorsconstitutetheplacebrandingsystemo
3、fregulation,andthevalidityandregionalbrandingsystemregulationmodelofthedimensionsoftheenterprisestoparticipateintheregionalbrandimpact-aregionalbrandlegitimacy(practicallegitimacy,morallegitimacyandcognitivelegitimacy)anempiricaltest.Theresultsshowthatinstit
4、utionalregulationofplacebrandingcontainpoliticalregulation,economicregulation,socialregulationandenvironmentalregulationAmongthem,thepoliticalregulationgeneratedbymandatory,incentiveandexpedient;economicregulationisgeneratedbythemarketregulationsandindustryr
5、egulations;socialregulationisgeneratedbythesecurityregulation,emotionalregulationandrelationshipsRegulation；EnvironmentalRegulationgeneratedbycommandandcontrol,rewardandpunishmentandvoluntarism。Theresultalsoshowsthateachdimensionofinstitutionalregulationofpl
6、acebrandinghasasignificantpositiveeffectonthelegitimacyofplacebranding,andthemostinfluentialdimensionisthesocialregulation,thesecondistheenvironmentalregulation,thethirdistheeconomicregulation，thelastisthepoliticalregulation.Thelegitimacyofplacebrandinghasas
7、ignificantpositiveeffectonenterpriseparticipationintoplacebranding.Thisstudydevelopedamultidimensionalstructuralmodelofinstitutionalregulationofplacebrandingof4dimensionsof11factors,whichrevealsthecoreconnotationofinstitutionalregulationofplacebrandingscient
8、ifically,providesIIscientificbasisforunderstandingtheplacebrand,andpromotesthedevelopmentofplacebrandingtheory.Meanwhilethetestofthemodelwhichrevealstheinfluencemechanismofeachdimensionofinstitu
