本文選題：城市品牌　切入點(diǎn)：公共產(chǎn)品　出處：《廣西民族大學(xué)》2009年碩士論文

【摘要】： 隨著城市的迅速發(fā)展,我國(guó)越來(lái)越多的城市走向城市品牌化道路,而政府作為城市的主要管理者,對(duì)城市的品牌化發(fā)展具有主導(dǎo)性作用。政府的合法性在于他是人民授予權(quán)利的政府,因此,對(duì)城市的管理應(yīng)以公共利益作為出發(fā)點(diǎn),而城市品牌具有明顯的公共價(jià)值,那么政府對(duì)城市品牌的塑造就應(yīng)該以公共利益為重。然而在公共選擇理論看來(lái),政府同樣有自身利益的存在,政府對(duì)城市的管理有可能會(huì)出于自身利益的需求而偏離公共利益,那么政府對(duì)城市品牌的塑造,同樣也會(huì)因政府的行為而產(chǎn)生不同的效果,城市品牌的價(jià)值在多大程度上滿足公共利益的訴求,就在于政府行為的規(guī)范程度如何。 本文認(rèn)為城市品牌屬于一種公共產(chǎn)品,城市品牌的塑造是多元化共同參與的一個(gè)過(guò)程,政府在此過(guò)程中具有主導(dǎo)性作用,決定了城市品牌的最終價(jià)值。城市品牌塑造的過(guò)程主要由城市品牌定位、城市品牌選擇、城市品牌開發(fā)三部分構(gòu)成,其中筆者根據(jù)城市品牌開發(fā)的時(shí)間和內(nèi)涵不同,把城市品牌分為兩種類型:“廣告型”城市品牌和“競(jìng)爭(zhēng)力提升型”城市品牌,前者是城市品牌的外在開發(fā),重在宣傳效應(yīng),后者是城市品牌的內(nèi)涵開發(fā),重在創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)。 本文利用更符合我國(guó)政府行為的“半經(jīng)濟(jì)人”的假設(shè),并結(jié)合委托代理理論、公共產(chǎn)品可見度等理論,通過(guò)對(duì)城市品牌中由于政府行為而引發(fā)的一些問(wèn)題進(jìn)行分析,最后得出優(yōu)化政府行為的一些建議。
[Abstract]:With the rapid development of cities, more and more cities in China are moving towards the road of city branding, and the government, as the main manager of cities, plays a leading role in the development of city branding.The legitimacy of government lies in the fact that it is the government that people grant rights, therefore, the management of the city should take the public interest as the starting point, and the city brand has the obvious public value,So the government should focus on the public interest in shaping the city brand.However, according to the theory of public choice, the government also has its own interests, the government's management of the city may deviate from the public interest out of the demand of its own interests.The value of the city brand depends on the standard degree of the government behavior, to what extent the value of the city brand satisfies the demand of the public interest.This paper holds that the city brand belongs to a kind of public goods, and the shaping of the city brand is a process in which the plurality participates together, and the government plays a leading role in this process, which determines the final value of the city brand.The process of urban brand shaping is mainly composed of three parts: the positioning of urban brand, the choice of urban brand, and the development of urban brand, among which the author is different according to the time and connotation of the development of urban brand.The city brand is divided into two types: "advertisement type" city brand and "competitiveness promotion type" city brand, the former is the external development of the city brand, the emphasis is on the propaganda effect, the latter is the connotation development of the city brand, and the emphasis is to create the competitive advantage.By using the hypothesis of "semi-economic man", which is more in line with the behavior of our government, and combining the principal-agent theory and the theory of visibility of public goods, this paper analyzes some problems caused by government behavior in urban brands.Finally, some suggestions for optimizing government behavior are obtained.
【學(xué)位授予單位】：廣西民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：C912.81

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 潘俊;;城市品牌的內(nèi)涵及生成機(jī)理與成長(zhǎng)路徑研究[J];科教導(dǎo)刊(中旬刊);2013年02期

2 陳柳欽;;論城市品牌建設(shè)[J];中國(guó)市場(chǎng);2011年07期

相關(guān)博士學(xué)位論文 前1條

1 顧立漢;服務(wù)集群品牌價(jià)值形成機(jī)理及提升策略研究[D];山東大學(xué);2012年

相關(guān)碩士學(xué)位論文 前5條

1 吳鯉霞;基于城市規(guī)劃視角的城市品牌戰(zhàn)略探析[D];中南大學(xué);2011年

2 王匆;西安城市品牌定位與管理營(yíng)銷策略研究[D];西安建筑科技大學(xué);2012年

3 甄真;濟(jì)南城市品牌建設(shè)問(wèn)題研究[D];山東大學(xué);2012年

4 吳芳芳;南昌城市品牌定位研究[D];南昌大學(xué);2012年

5 胡書芹;大型體育賽事對(duì)城市品牌知名度的影響機(jī)制研究[D];杭州師范大學(xué);2013年

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本文編號(hào)：1711212