本文關鍵詞： 城市文化品牌 城市CCIS理論 品牌傳播　出處：《中南大學》2009年碩士論文　論文類型：學位論文

【摘要】： 城市是一個國家或地區(qū)民族文化的高地,城市的形成和發(fā)展,是文化的凝聚與驅動,城市的活力也來源于文化的魅力。在經(jīng)濟全球化大背景下,隨著城市化的快速推進,城市和其他商品一樣,也要面對來自國內(nèi)和國際市場的激烈競爭。為了在日益加劇的城市競爭當中保持優(yōu)勢地位,許多城市都積極探索能夠提升城市競爭力的方式和方法。發(fā)展城市文化品牌,走可持續(xù)的城市發(fā)展路線成為當今許多新型城市的選擇。 本文在分析國內(nèi)外城市文化品牌發(fā)展現(xiàn)狀與問題的基礎上,運用傳播學的相關知識,以“城市文化品牌”的塑造與傳播為切入點,首次綜合引入城市CCIS理論與品牌傳播理論,理論結合實際,對如何塑造和傳播城市文化品牌進行了深入分析和研究。首先,本文梳理了近幾年來國內(nèi)外對城市品牌理論的研究現(xiàn)狀,并以此為基礎剖析了塑造與傳播城市文化品牌對于發(fā)展城市經(jīng)濟、文化以及參與國際、國內(nèi)城市競爭的現(xiàn)實意義。其次,深入分析了我國城市文化品牌的發(fā)展現(xiàn)狀以及存在的定位趨同、個性不明顯、城市精神旁落、品牌傳播不到位等問題。再次,針對城市文化品牌在塑造與傳播方面的主要問題,根據(jù)文化品牌本身的特性,從城市文化品牌塑造與傳播的原則、策略等方面,提出了具體的對策與建議。最后,以我國典型的文化品牌城市青島為案例,從文化品牌塑造與傳播的角度,分析了青島市文化品牌建設的具體措施及所取得的成效,為我國其他城市發(fā)展城市文化品牌提供可借鑒的發(fā)展模式。
[Abstract]:The city is the highland of the national culture of a country or region, the formation and development of the city, the cohesion and drive of the culture, the vitality of the city also comes from the charm of the culture, under the background of the economic globalization. With the rapid development of urbanization, cities, like other commodities, have to face fierce competition from domestic and international markets. Many cities are actively exploring ways and means to enhance the competitiveness of cities. It is the choice of many new cities to develop urban cultural brands and take sustainable urban development routes. Based on the analysis of the current situation and problems of the development of urban cultural brands at home and abroad, this paper applies the relevant knowledge of communication to the creation and dissemination of "urban cultural brands" as the starting point. The first comprehensive introduction of urban CCIS theory and brand communication theory, theory combined with practice, how to shape and spread the city culture brand in-depth analysis and research. This article combs the domestic and foreign research status of the urban brand theory in recent years, and on this basis analyzes the shaping and dissemination of urban cultural brand for the development of urban economy, culture and participation in the international. Secondly, in-depth analysis of the status quo of the development of urban cultural brands and existing positioning convergence, personality is not obvious, urban spirit falls, brand communication is not in place and so on. In view of the main problems in shaping and spreading of urban cultural brand, according to the characteristics of cultural brand itself, from the city cultural brand shaping and dissemination of the principles, strategies and so on. Finally, taking the typical cultural brand city of Qingdao as a case, from the perspective of cultural brand shaping and dissemination. This paper analyzes the concrete measures and achievements of the cultural brand construction in Qingdao, and provides a model for the development of the cultural brand in other cities in China.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G124

【引證文獻】

相關期刊論文 前2條

1 肖紅艷;;試論“中國馬都”旅游文化品牌建設[J];北京第二外國語學院學報;2012年03期

2 辛欣;;培育中原特色文化品牌助推華夏歷史文明傳承推動新區(qū)建設——以清明上河園對宋都文化的傳承創(chuàng)新為例[J];赤峰學院學報(漢文哲學社會科學版);2013年03期

相關碩士學位論文 前3條

1 陳琛;三坊七巷文化品牌的傳播研究[D];福建師范大學;2010年

2 付方煜;宜春明月山月亮文化品牌戰(zhàn)略策劃研究[D];南昌大學;2012年

3 羅永梅;成都文化創(chuàng)意產(chǎn)業(yè)園區(qū)品牌傳播策略研究[D];電子科技大學;2013年

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本文編號：1456068