本文關(guān)鍵詞： 新媒體 兵團 石河子 城市品牌建設(shè) 城市品牌營銷　出處：《石河子大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,隨著中國城市的飛速發(fā)展,城市品牌這個原本陌生的概念被地方政府所熟知,他們紛紛從政治、經(jīng)濟、旅游、文化等方面對城市品牌進行定位,并力圖通過構(gòu)造知識強市、經(jīng)濟強市、生態(tài)強市和文化強市來提升城市的影響力。在這樣一個包含有網(wǎng)絡(luò)媒體、手機媒體等新興媒體的新媒體時代,如何像經(jīng)營產(chǎn)品一樣經(jīng)營城市并打造城市品牌是擺在城市管理者面前的一項重任。國家和兵團為加快推進兵團城鎮(zhèn)化建設(shè)進程,多次在重要會議及文件中提出按照石河子模式在兵團轄區(qū)內(nèi)增設(shè)新疆維吾爾自治區(qū)直轄的縣級市,并且石河子市新媒體相對發(fā)達,應(yīng)用較為廣泛,因此本文選擇研究石河子市城市品牌建設(shè)與營銷問題,顯得較為迫切。本文對新媒體、城市品牌、品牌營銷等相關(guān)理論進行了梳理總結(jié),為論文的研究提供了理論指導(dǎo)。通過分析石河子的新媒體發(fā)展現(xiàn)狀以及石河子城市發(fā)展的宏觀環(huán)境,本文基于SWOT理論框架對新媒體時代石河子城市品牌創(chuàng)建能力進行了分析,并在此基礎(chǔ)上研究得到了適合石河子發(fā)展的城市品牌定位,即“軍墾名城”的文化品牌定位與“烏魯木齊副中心城市”的功能品牌定位。在城市品牌定位的基礎(chǔ)上,從城市品牌建設(shè)的宗旨、組織結(jié)構(gòu)設(shè)計、文化品牌建設(shè)和功能品牌建設(shè)四個方面,討論了新媒體時代石河子城市品牌建設(shè)的相關(guān)措施和建議。在城市品牌營銷目標群體分析的基礎(chǔ)上,研究了新媒體時代石河子城市品牌營銷的戰(zhàn)略選擇。新媒體是一把雙刃劍,利用新媒體推動城市品牌營銷的過程中,考慮到其潛在的負面效應(yīng),要樹立危機管理理念,確保信息安全。本文選擇石河子這一兵團城市作為城市品牌建設(shè)和營銷的研究對象,以新媒體時代為研究背景,以期能為石河子城市競爭力提升提供理論依據(jù),并為兵團城市在新媒體時代的城市品牌建設(shè)和發(fā)展提供借鑒和參考。
[Abstract]:In recent years, with the rapid development of Chinese cities, the original unfamiliar concept of city brand has been well known by local governments. They have positioned city brands from political, economic, tourism, cultural and other aspects. And try to promote the influence of cities by constructing cities with strong knowledge, strong economy, strong city of ecology and strong city of culture. In such an era of new media, including network media, mobile media and other new media, How to run a city like a product and build a city brand is an important task for city administrators. Several times in important meetings and documents, it was proposed to establish county cities directly under the jurisdiction of the Xinjiang Uygur Autonomous region in accordance with the Shihezi model, and the new media in Shihezi was relatively developed and widely used. Therefore, this paper chooses to study the problems of urban brand construction and marketing in Shihezi, which is more urgent. This paper summarizes the related theories of new media, city brand, brand marketing and so on. Through analyzing the current situation of Shihezi new media development and the macro environment of Shihezi city development, this paper analyzes the ability of Shihezi city brand creation based on SWOT theory framework. On this basis, the author has obtained the city brand positioning suitable for the development of Shihezi, that is, the cultural brand positioning of "military reclamation famous city" and the functional brand positioning of "Urumqi sub-central city". From four aspects: the purpose of urban brand construction, the design of organizational structure, the construction of cultural brand and the construction of functional brand, This paper discusses the relevant measures and suggestions for the construction of Shihezi city brand in the new media era. Based on the analysis of the target groups of the urban brand marketing, this paper studies the strategic choice of the Shihezi city brand marketing in the new media era. New media is a double-edged sword. In the process of using new media to promote urban brand marketing, considering its potential negative effects, we should set up the concept of crisis management to ensure information security. This paper chooses Shihezi, a city of corps, as the research object of urban brand construction and marketing. Taking the new media age as the research background, this paper hopes to provide the theoretical basis for the promotion of the competitiveness of Shihezi city, and to provide reference and reference for the construction and development of bingtuan city brand in the new media age.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F299.27

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