本文選題：受眾感知　切入點(diǎn)：城市品牌　出處：《山東大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 21世紀(jì)是城市發(fā)展和競爭的世紀(jì),城市營銷理念應(yīng)運(yùn)而生,城市品牌作為一種新的、符合現(xiàn)實(shí)要求的城市發(fā)展戰(zhàn)略,伴隨著城市營銷趨勢的不斷增長,成為各城市不容忽視的致勝利器。最近幾年,國內(nèi)掀起了經(jīng)營城市的熱潮,許多城市也相繼提出了塑造具有本地域特色的城市品牌的理念。由于國內(nèi)城市品牌意識的起步較晚,對城市品牌的認(rèn)識還不全面,大多數(shù)城市將城市品牌理解為城市的美觀漂亮,更注重于城市硬件的建設(shè),而沒有綜合考慮社會經(jīng)濟(jì)、歷史文化等諸多因素,尤其沒有樹立城市競爭意識。另外,城市品牌建設(shè)方面,相互模仿、盲目攀比,導(dǎo)致城市品牌的同質(zhì)化、表面化。大多數(shù)城市在城市品牌塑造時(shí),缺乏系統(tǒng)的指導(dǎo)思想,操作思路不明確。 相對城市品牌建設(shè)的實(shí)踐而言,國內(nèi)對于城市品牌的相關(guān)理論研究處于滯后狀態(tài),更多的是從城市與區(qū)域經(jīng)濟(jì)關(guān)系、城市產(chǎn)業(yè)發(fā)展等角度看待城市的發(fā)展,而沒有從品牌管理的層次對城市品牌塑造進(jìn)行系統(tǒng)地研究。鑒于城市品牌在城市發(fā)展中的重要意義,以及現(xiàn)有城市品牌理論研究的嚴(yán)重欠缺,本文選擇“基于受眾感知的城市品牌構(gòu)建研究”這一嶄新的課題作為研究方向,深入、系統(tǒng)地探討城市品牌的基本理論、城市品牌塑造機(jī)制、城市品牌傳播及受眾評價(jià)等幾個(gè)城市品牌相關(guān)的關(guān)鍵問題,來豐富和深化城市品牌理論,為城市管理者提供有力的理論支持。 本文在閱讀大量相關(guān)文獻(xiàn)的基礎(chǔ)上,對城市品牌相關(guān)研究文獻(xiàn)進(jìn)行評述,將以往相關(guān)的研究文獻(xiàn)劃分為基于“主體”的城市品牌建設(shè)及基于“受眾”的城市品牌建設(shè),提出了文章“受眾感知”的研究視角。本文的主體部分從城市品牌的塑造、城市品牌的傳播、城市品牌的受眾評價(jià)以及品牌重構(gòu)等幾個(gè)方面,討論了城市品牌的構(gòu)建的全過程。首先分析了城市品牌經(jīng)營的主體及城市品牌受眾的偏好,介紹了在分析受眾感知的基礎(chǔ)上城市品牌的塑造過程,包括城市品牌的定位、生成;在城市品牌傳播的分析中,對城市品牌傳播的受眾驅(qū)動機(jī)理做出了分析,在此基礎(chǔ)上將整合營銷傳播的相關(guān)內(nèi)容引入到城市品牌的傳播過程中去,提出了城市品牌整合營銷傳播全過程的方式方法;城市品牌的評價(jià)部分,從受眾對現(xiàn)有城市品牌評價(jià)的角度,構(gòu)建了城市品牌的受眾評價(jià)模型,并指出引起城市品牌重構(gòu)的幾種情況;最后對全文進(jìn)行了總結(jié)與展望。 本文的第三、四、五章是全文的重點(diǎn)部分,論文的創(chuàng)新點(diǎn)也出于此。本文的創(chuàng)新點(diǎn)主要是:在城市品牌文獻(xiàn)綜述的基礎(chǔ)上,把城市品牌研究分解成為基于“主體”的研究和基于“受眾”的研究,對城市品牌的受眾進(jìn)行了歸類;從受眾感知的角度系統(tǒng)探討了城市品牌的塑造機(jī)制,提出了城市品牌塑造過程中受眾期望對品牌定位的影響,建立了基于受眾調(diào)研的城市品牌塑造模式;由于整合營銷傳播理論注重傳播者與受眾的互動機(jī)制,因此本文將整合營銷傳播理論引入到城市品牌的傳播過程中,提出了城市品牌整合營銷傳播的方式方法;另外,作為一種受眾反饋機(jī)制,本文從受眾的角度構(gòu)建了城市品牌的受眾評價(jià)方法。 城市品牌是一個(gè)全新的課題,本文從營銷學(xué)中品牌的理念出發(fā),經(jīng)過抽象化處理將其運(yùn)用于城市營銷中,從理論上為城市品牌主體如何開展城市品牌營銷提出了一套完整可行的方案,對于正在或?qū)⒁M(jìn)行城市品牌營銷的決策者們來說具有一定的參考價(jià)值。
[Abstract]:The twenty-first Century is the century of city development and competition, city marketing idea came into being, the city brand is a kind of new and realistic requirements of city development strategy, with the growing trend of city marketing, become the city can not be ignored the winning weapon. In recent years, the domestic city business boom, many city have the shape of the local characteristics of the city brand concept. Due to the late start of the domestic city brand awareness, understanding of the city brand is not comprehensive, most of the city will be understood as the city brand city beautiful construction, pay more attention to the hardware city, without considering the social and economic history, cultural and many other factors. Especially city did not establish a sense of competition. In addition, the city brand construction, imitate each other, blindly, leading to the city brand homogeneity, most of the surface. In the city brand building, the city lacks the systematic guiding ideology and the operation idea is not clear.
The practice of city brand construction, the relevant theoretical research for the domestic city brand lagged behind, more from the city and regional economic relations, the view of City Industrial Development View of the development of the city, and no establishment systematically research on city brand from the level of brand management. In view of the important significance of city brand in the city in the development, and the serious lack of the existing theories of city brand, this paper chooses the audience perception of city brand based on research on the construction of a new topic as the research direction, deeply, systematically explore the basic theory of city brand, city brand city brand communication mechanism, and their evaluation of several key problems of city brand the city, to enrich and deepen the brand theory, provide strong theoretical support for the city managers.
Based on reading a lot of literature, the city brand related research literature review, the relevant literature is divided based on the "subject" of the city brand construction and based on the "audience" of city brand construction, puts forward the research perspective of the article "perception of audience". The main part of this article from the building city brand the spread of city brand, city brand and audience evaluation of brand reconstruction and so on several aspects, discusses the process of constructing the city brand. First analyzes the main city brand management and city brand audience preferences, the shaping process of city brand based on the analysis of audience perception, including location, city brand the formation of city brand communication; in the analysis, the city brand communication audience driving mechanism to make the analysis, on the basis of integrated marketing communication related The content is introduced into the communication process of city brand to put forward the method of city brand integrated marketing communication process; evaluation of city brand, from the audience to the existing city brand evaluation perspective, constructs the audience evaluation model of city brand, and pointed out that the situation caused by several city brand reconstruction; at the end of this thesis. Summary and outlook.
The third, fourth, the five chapter is the key part of the thesis, the innovation of this paper is for this. The main innovation of this paper is: Based on literature review on the city brand, city brand research into based on "subject" research and based on the "audience" in the study of city brand audience classified to explore the mechanism of city brand building; from the perspective of customer perception system, put forward the city branding process audience expectations impact on brand positioning, establish the city brand strategy based on audience research; the interaction mechanism of integrated marketing communication theory to the communicator and the audience, so the integrated marketing communication theory into the propagation process of city brand, and puts forward the method of integrated marketing communication of city brand; in addition, as a feedback mechanism, this paper from the perspective of the audience construct The method of evaluating the audience of the city brand.
The city brand is a new topic, this article from the marketing of the brand concept, through abstraction applied in city marketing, theoretically puts forward a complete set of feasible solution for the subject of how to carry out the city brand city brand marketing, has a certain reference value for the city is or will be carried out brand marketing decision makers.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F290

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 蘇麗;基于城市發(fā)展的濟(jì)源市體育賽事選擇研究[D];上海體育學(xué)院;2010年

2 李瀟晨;城市空間環(huán)境識別系統(tǒng)研究[D];中南大學(xué);2009年

3 劉熠;城市品牌的文化定位與整合傳播研究[D];華南理工大學(xué);2011年

4 鞠慶東;城市體育品牌塑造過程研究[D];福建師范大學(xué);2011年

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本文編號：1615759