發(fā)布時(shí)間：2018-03-23 05:36

  本文選題：城市品牌　切入點(diǎn)：城市品牌營銷　出處：《吉林大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：如今在世界城市化進(jìn)程日趨加劇的形勢(shì)下，一個(gè)想要獲得可持續(xù)性發(fā)展的城市，必須要有一個(gè)強(qiáng)烈的城市品牌形象意識(shí)是，一方面，需要城市加強(qiáng)其內(nèi)部的建設(shè)和發(fā)展；在另一方面，城市也應(yīng)該積極塑造其特有的核心城市品牌形象，再通過有效的宣傳與推廣，為城市各方面發(fā)展打造良好的形象基礎(chǔ)。 長春市是吉林省的省會(huì)城市，素有“汽車城”、“森林城”、“大學(xué)城”、“電影城”和“文化城”等多個(gè)美譽(yù)，但這些城市品牌都只是通過一個(gè)側(cè)面來反映長春市的城市形象，一直以來長春市始終缺乏一個(gè)綜合的、全面的能體現(xiàn)核心城市價(jià)值的城市品牌形象。所以要想在當(dāng)下激烈的城市競爭中更好的發(fā)展下去，必須重視長春市的核心城市品牌塑造與建設(shè)工作。圍繞核心城市品牌建設(shè)，充分發(fā)揮已有產(chǎn)業(yè)、資源、文化等各方面的優(yōu)勢(shì)，積極打造鮮明的城市個(gè)性，吸引外資，利用外資：吸引人才，留住人才，最終實(shí)現(xiàn)發(fā)展城市，提高城市綜合競爭力的目標(biāo)。 這篇文章采用了文獻(xiàn)研究和定性分析等方法，從城市化進(jìn)程和“城市品牌”提出的必然性著手，在綜述了國內(nèi)外城市品牌理論發(fā)展現(xiàn)狀，介紹了城市營銷、會(huì)展經(jīng)濟(jì)、城市品牌的關(guān)系的同時(shí)。以東北亞博覽會(huì)的成果、未來的發(fā)展趨勢(shì)為例，結(jié)合了長春市發(fā)展歷史和長春市現(xiàn)有城市品牌的發(fā)展歷史，闡述了長春未來的城市核心品牌定位及塑造途徑。指出了企業(yè)、政府、人才、長春市民等方面在長春市的核心城市品牌塑造中應(yīng)發(fā)揮的作用。
[Abstract]:Nowadays, under the situation that the world urbanization process is getting worse and worse, a city that wants to obtain sustainable development must have a strong sense of city brand image: on the one hand, it needs to strengthen its internal construction and development; On the other hand, the city should also actively mold its unique brand image of the core city, and then through effective publicity and promotion to create a good image basis for the development of all aspects of the city. Changchun is the capital city of Jilin Province, known as "Motor City", "Forest City", "University City", "Film City" and "Cultural City", etc. But these city brands only reflect the city image of Changchun through one side. Changchun has always lacked a comprehensive, comprehensive city brand image that reflects the value of the core city. So if we want to develop better in the current fierce urban competition, It is necessary to pay attention to the brand building and construction of the core city of Changchun. Focusing on the brand construction of the core city, we should give full play to the advantages of the existing industries, resources, culture and so on, actively create a distinct urban personality and attract foreign capital. Utilizing foreign capital: to attract and retain talents, and finally to realize the goal of developing cities and improving the comprehensive competitiveness of cities. This article adopts the methods of literature research and qualitative analysis, starting from the process of urbanization and the inevitability of "urban brand", summarizes the development status of domestic and foreign urban brand theory, introduces the city marketing, exhibition economy, and so on. Taking the achievements of Northeast Asia Exposition and the future development trend as an example, it combines the development history of Changchun City and the development history of existing urban brands in Changchun City. This paper expounds the orientation of Changchun's future urban core brand and its ways of shaping, and points out the roles that enterprises, governments, talents and citizens of Changchun should play in the shaping of the brand of Changchun's core city.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F299.27

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 吉福林;論打造城市品牌[J];商業(yè)研究;2004年24期

2 饒會(huì)林;城市經(jīng)營淺談[J];城市問題;2002年01期

3 馬欽忠;公共藝術(shù)與城市品牌的塑造[J];雕塑;2004年01期

4 黃江松;塑造我國城市品牌的思考[J];湖北社會(huì)科學(xué);2004年09期

5 尹啟華,魏海濤;城市品牌研究[J];湖南工程學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2003年04期

6 姜海,陳建新;論城市品牌生成機(jī)制[J];華南理工大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2004年02期

7 彭杰;淺談中心城市的品牌營銷[J];經(jīng)濟(jì)師;2001年09期

8 聶清凱;企業(yè)家精神與城市品牌[J];經(jīng)濟(jì)問題探索;2004年05期

9 方麗;城市品牌要素指標(biāo)體系[J];技術(shù)與市場(chǎng);2005年05期

10 呂振奎;當(dāng)前城市品牌塑造與提升的六個(gè)突出問題[J];黑龍江社會(huì)科學(xué);2004年05期

，

本文編號(hào)：1652130