本文選題：城市形象塑造 + 城市品牌定位�。� 參考：《延邊大學(xué)》2009年碩士論文

【摘要】： 隨著城市競爭的加劇,有利于城市發(fā)展的資源越來越集中在處于優(yōu)勢地位的城市中,如何保持自己的優(yōu)勢,如何在競爭中揚(yáng)長避短,城市營銷者們提出了“塑造城市形象,建設(shè)城市品牌”的概念。 實(shí)踐證明,具有鮮明特色和品牌影響力的城市具有較高的城市競爭力。在城市整體發(fā)展過程中,全面塑造城市形象,建設(shè)城市品牌,提高城市知名度、美譽(yù)度和滿意度,進(jìn)而提升城市綜合競爭能力。延邊是朝鮮族聚居區(qū),延龍圖應(yīng)該依托延邊的地緣、人文、資源等城市特色為支點(diǎn),塑造城市形象,建設(shè)城市品牌,提升城市的競爭力。 本文以城市形象識別系統(tǒng)的理論為依據(jù),塑造延龍圖個(gè)性化城市形象;以延龍圖城市形象為基礎(chǔ),結(jié)合城市品牌定位模型,提出延龍圖的城市品牌定位。因此,本文是以形象塑造和品牌定位為切入點(diǎn)和內(nèi)容核心,對延龍圖的城市形象和城市品牌做出探討。 本文的第一章主要闡述了研究目的、背景、意義及文章的研究框架和方法、內(nèi)容。在第二章首先對研究中涉及的理論,如少數(shù)民族經(jīng)濟(jì)、城市形象、城市品牌,進(jìn)行了界定。就城市形象塑造和城市品牌定位進(jìn)行了詳細(xì)的分析和討論。接著,在第三章,本文對延龍圖作了簡要介紹,并提出延龍圖的城市定位。理論結(jié)合實(shí)際,第四章和第五章本文做出了延龍圖城市形象與城市品牌的探討。在第四章,依據(jù)城市識別系統(tǒng)模型與理論,構(gòu)建了延龍圖城市形象識別系統(tǒng)。在第五章,結(jié)合城市品牌定位模型,探討了延龍圖城市品牌。延龍圖因其特殊的地緣、經(jīng)濟(jì)、人文而具有特殊性,作者最終提出延龍圖“生態(tài)民俗旅游地”的城市形象,以“休閑”為核心概念的“朝鮮族生態(tài)休閑城市”的城市品牌定位。
[Abstract]:With the intensification of urban competition, resources conducive to urban development are more and more concentrated in the city in an advantageous position, how to maintain their own advantages, how to promote their strengths and circumvent their weaknesses in the competition, city marketers put forward "shaping the image of the city," Practice shows that cities with distinctive characteristics and brand influence have higher competitiveness. In the process of the overall development of the city, we should build the city image, build the city brand, improve the city's popularity, reputation and satisfaction, and then enhance the comprehensive competitiveness of the city. Yanbian is an inhabited area of Korean nationality. Yanlongtu should rely on Yanbian's geographical, cultural and resource characteristics as the fulcrum to shape the city image and build the city brand. Based on the theory of city image identification system, this paper molds the individualized city image of Yilong map, and puts forward the city brand positioning of Yilong map based on the city brand positioning model. Therefore, this paper takes image shaping and brand positioning as the starting point and the core of the content, and discusses the city image and the city brand of Yenlong Tu. The first chapter of this paper mainly expounds the purpose and background of the research. The meaning and the research frame and method of the article, the content. In the second chapter, the author defines the theories involved in the research, such as minority economy, city image and city brand. This paper analyzes and discusses the city image shaping and the city brand positioning in detail. Then, in the third chapter, this paper briefly introduces the Yenlong map, and puts forward the city orientation of the Yenlong map. Combining theory with practice, the fourth and fifth chapters discuss the city image and city brand. In the fourth chapter, according to the model and theory of the city identification system, we construct the Yanlongtu city image recognition system. In the fifth chapter, combined with the city brand positioning model, the paper discusses the Yanlongtu city brand. Yanlongtu has its particularity because of its special geography, economy and humanism. The author finally puts forward the city image of "ecological folk-custom tourist destination" and the city brand positioning of "Korean ecological leisure city" with "leisure" as the core concept.
【學(xué)位授予單位】：延邊大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F299.2;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1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

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本文編號：2007586