本文選題：城市品牌　切入點(diǎn)：城市形象　出處：《同濟(jì)大學(xué)》2008年碩士論文

【摘要】： 超越技術(shù)和情報(bào),“文化力量”賦予面臨世界化的現(xiàn)代城市新的變化。因此現(xiàn)代社會(huì)新文脈——大眾媒體的作用受到越來(lái)越大的關(guān)注。世界的城市爭(zhēng)先恐后開發(fā)跟其它城市不同的城市品牌的同時(shí),通過(guò)多種媒介給世界介紹和宣傳“城市文化”。電影,作為一個(gè)具有特殊再現(xiàn)能力的媒介,多方位反映了城市的時(shí)代性、歷史性、政治性等城市文化。同時(shí)作為具備市場(chǎng)性和藝術(shù)性的商品給城市傳達(dá)多元的情報(bào)和經(jīng)驗(yàn)。 本研究以這樣的脈絡(luò)為基礎(chǔ),把理論的焦點(diǎn)放在了城市品牌形象的構(gòu)成要素和特征上。通過(guò)案例研究對(duì)城市品牌、品牌形象和城市形象之間的關(guān)系和效果進(jìn)行了綜合研究,最終試圖提出真正的城市品牌和城市品牌形象的發(fā)展方向.因此選定了東西方各三個(gè)對(duì)象城市(西方——紐約/巴黎/羅馬,東方——香港/東京/首爾),研究了各城市的現(xiàn)況,分析了在電影中反映的城市形象。 通過(guò)6個(gè)城市的案例分析能得出關(guān)于城市、城市品牌和城市品牌形象的關(guān)系和特征的如下事實(shí)。城市空間起因于城市的根本特性。通過(guò)媒介形成的城市形象大大依存于空間所包含的視覺(jué)要素。但這樣的城市形象只有在對(duì)城市的直接或間接的反復(fù)體驗(yàn)和對(duì)城市文化的理解為背景的時(shí)候,才會(huì)被認(rèn)知和認(rèn)定為城市品牌形象。同時(shí)城市形象的認(rèn)知效果跟城市的根本力量有很大的關(guān)系。最為重要的是只有當(dāng)城市品牌、城市形象和現(xiàn)實(shí)中的城市都以城市的根本特性為基礎(chǔ)的時(shí)候,才能對(duì)城市發(fā)展做出貢獻(xiàn)。 縱覽分析過(guò)程可以知道每個(gè)城市在分析對(duì)象的多樣性和城市品牌發(fā)展情況等方面有很大差別。特別是東方城市因各種原因沒(méi)能擺脫相對(duì)的劣勢(shì)。如紐約,像明顯豐富的分析資料一樣,通過(guò)既多元、又跟現(xiàn)實(shí)有密切關(guān)系的形象,對(duì)城市品牌的徹頭徹尾的管理等來(lái)對(duì)城市發(fā)展做出了貢獻(xiàn)。 本研究是為這樣的計(jì)劃和實(shí)踐服務(wù)的實(shí)證研究中的一個(gè)。通過(guò)新的視角,試圖對(duì)現(xiàn)代城市脈絡(luò)進(jìn)行分析。并超越了對(duì)城市推銷和城市品牌的先前研究,對(duì)以后多樣研究提供了方法論的接近視角,這一點(diǎn)上,它具有自己的意義。
[Abstract]:Beyond technology and intelligence, "cultural power" has given new changes to modern cities facing globalization. Therefore, the role of mass media in modern society has attracted more and more attention. The cities of the world are scrambling to develop with them. It's different city brands at the same time, The film, as a medium with special ability to reproduce, reflects the times and history of the city in many ways. Political and other urban culture. At the same time as a marketable and artistic goods to the city to convey a variety of information and experience. Based on this context, this study focuses on the elements and characteristics of urban brand image. Through the case study, the relationship and effect of urban brand, brand image and urban image are comprehensively studied. Finally trying to propose the development direction of the real city brand and the city brand image. Therefore, three cities of east and west (West-New York / Paris / Rome, East-Hong Kong / Tokyo / Seoul) were selected to study the present situation of each city. The image of the city reflected in the film is analyzed. From the case studies of six cities, The following facts about the relationship and characteristics between city brand and city brand image. Urban space originates from the fundamental characteristics of the city. The image of a city formed through the media is greatly dependent on the visual elements contained in space. But such a city. The image of the city is only in the context of the repeated experience of the city directly or indirectly and the understanding of the city culture. At the same time, the cognitive effect of the city image has a lot to do with the fundamental power of the city. The most important thing is that only when the city brand, Only when the image of the city and the real city are based on the basic characteristics of the city can it contribute to the development of the city. An overview of the analysis process shows that each city is very different in terms of the diversity of its subjects and the development of its brands. In particular, eastern cities are unable to escape their relative disadvantages for a variety of reasons, such as New York, Like the obvious abundant analysis data, it contributes to the development of the city through the image of multiple and closely related with the reality, and the thorough management of the city brand. This study is one of the empirical studies that serve such plans and practices. Through a new perspective, this study attempts to analyze the context of modern cities and goes beyond previous studies of city marketing and city brands. It has its own significance in providing a methodological approach to the various studies in the future.
【學(xué)位授予單位】：同濟(jì)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F290

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 劇靜宜;;淺析視覺(jué)時(shí)代電影與城市形象傳播的雙贏[J];青春歲月;2013年15期

相關(guān)碩士學(xué)位論文 前2條

1 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

2 曹璐;城市風(fēng)貌規(guī)劃研究[D];中南大學(xué);2012年

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本文編號(hào)：1675960