【摘要】： 隨著全球城市化進程的不斷加快,區(qū)域間的競爭越來越表現為以城市為核心、以城市為載體、以城市為平臺的綜合實力的競爭。作為城市競爭力的重要組成部分,城市品牌的構建逐漸成為眾多城市探索發(fā)展的主要途徑,城市國際品牌塑造必將會成為城市發(fā)展的重要內容。 針對這一趨勢,本文在參閱大量國內外相關研究文獻的基礎上,將城市競爭力、城市品牌和城市國際化三者結合在一起,探討城市國際品牌理念的形成過程及其內涵,并選取北京、香港、漢城的城市國際品牌塑造實踐以期對中國城市國際品牌塑造提供經驗借鑒。 為使研究更有針對性和實際指導意義,本文以成都作為研究對象。成都是西部地區(qū)的中心城市,有深厚的歷史文化底蘊和較好的經濟基礎,但由于城市定位不明確,雖有城市品牌的意識,但在品牌塑造上尚停留在一些細節(jié)方面,缺乏戰(zhàn)略性思維,城市競爭力不突出。本文意圖以研究成都城市國際品牌塑造來對提升成都市城市競爭力進行思考。 本文主要由六部分內容組成: 第一章為緒論。主要闡述論文的研究背景及意義,分析相關理論。 第二章主要從“城市發(fā)展導致城市競爭、城市競爭促進了城市營銷理念的產生、城市營銷的焦點是城市品牌的塑造”的思路,探討城市品牌理念的形成過程及其內涵。 第三章為城市國際品牌塑造機制分析。主要從城市國際品牌塑造流程、城市國際品牌要素構成分析。 第四章分析國內外幾個主要國際大都市的國際品牌塑造經驗。主要介紹了北京、香港、漢城的城市國際品牌塑造實踐。 第五章主要分析中國城市在塑造國際品牌過程中的現狀與存在的問題。 第六章以中國的成都市為例進行具體案例分析,并提出成都市進行國際品牌塑造的具體路徑。
[Abstract]:With the acceleration of the process of global urbanization, the competition among regions is more and more characterized by the competition of comprehensive strength, which takes the city as the core, the city as the carrier and the city as the platform. As an important part of city competitiveness, the construction of city brand has gradually become the main way to explore the development of many cities, and the shaping of city international brand will become an important content of urban development. In view of this trend, this paper, on the basis of referring to a large number of domestic and foreign related research documents, combines city competitiveness, city brand and city internationalization, and probes into the forming process and connotation of the concept of city international brand. And selected Beijing, Hong Kong, Seoul city international brand shaping practice in order to provide experience for China's urban international brand building. In order to make the research more specific and practical significance, this paper takes Chengdu as the research object. Chengdu is the central city in the western region, with deep historical and cultural background and good economic foundation. However, because of the unclear positioning of the city, although it has the consciousness of the city brand, it still stays in some details on the brand building. Lack of strategic thinking, urban competitiveness is not prominent. The purpose of this paper is to study the international brand shaping of Chengdu City to improve the competitiveness of Chengdu City. This paper consists of six parts: the first chapter is the introduction. This paper mainly describes the research background and significance of the analysis of relevant theories. The second chapter mainly discusses the forming process and connotation of urban brand concept from the view that "city development leads to urban competition, urban competition promotes the emergence of urban marketing concept, and the focus of urban marketing is the shaping of urban brand". The third chapter is the analysis of urban international brand shaping mechanism. Mainly from the city international brand shaping process, urban international brand elements analysis. The fourth chapter analyzes the international brand shaping experience of several major international cities at home and abroad. Mainly introduced the Beijing, Hong Kong, Seoul city international brand shaping practice. The fifth chapter mainly analyzes the current situation and existing problems of Chinese cities in the process of shaping international brands. The sixth chapter takes Chengdu of China as an example to carry on the concrete case analysis, and puts forward the concrete path of the international brand shaping in Chengdu.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F299.2

【引證文獻】

相關碩士學位論文 前3條

1 李璇;沈陽市城市品牌策略研究[D];沈陽理工大學;2011年

2 韓曉;風箏符號在濰坊城市形象視覺識別中的運用研究[D];福建師范大學;2011年

3 熊輝;西安城墻國際馬拉松賽的現狀與發(fā)展研究[D];西安體育學院;2012年

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本文編號：2165151