發(fā)布時(shí)間：2018-03-17 21:20

  本文選題：品牌建設(shè)　切入點(diǎn)：城市品牌　出處：《哈爾濱工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著工業(yè)化、信息化、農(nóng)業(yè)現(xiàn)代化進(jìn)程的不斷加快,城市化的發(fā)展速度和規(guī)模與日俱增。產(chǎn)業(yè)、文化、人才、信息等城市的內(nèi)部要素開(kāi)始在各個(gè)城市之間展開(kāi)激烈競(jìng)爭(zhēng)。在激烈的城市要素競(jìng)爭(zhēng)中,產(chǎn)業(yè)趨同、文脈破壞、人才流失、信息失靈等現(xiàn)代城市病日益顯現(xiàn)。千城一化、千城一面等城市發(fā)展問(wèn)題也在城市化的進(jìn)程中日趨嚴(yán)重。如何彰顯城市個(gè)性、形成城市自身的獨(dú)特城市品牌,最大程度吸引外來(lái)的投資者和消費(fèi)者,成為當(dāng)前城市營(yíng)銷的當(dāng)務(wù)之急。牡丹江市作為黑龍江省東南部的區(qū)域性中心城市,近年來(lái),積極重視城市品牌建設(shè),取得一定效果。但與國(guó)內(nèi)外發(fā)達(dá)地區(qū)、發(fā)達(dá)城市相比,牡丹江城市品牌建設(shè)還存在一定差距。因此,充分利用牡丹江市自身比較優(yōu)勢(shì),深度挖掘牡丹江城市特色,打造個(gè)性獨(dú)特、視野寬闊的城市品牌,進(jìn)一步塑造城市形象、提升城市價(jià)值,對(duì)實(shí)現(xiàn)牡丹江市全面振興發(fā)展具有重要的現(xiàn)實(shí)意義。論文以城市營(yíng)銷理論為基礎(chǔ),并結(jié)合市場(chǎng)營(yíng)銷學(xué)、傳播學(xué)等理論,通過(guò)對(duì)牡丹江市城市品牌建設(shè)的宏觀環(huán)境、競(jìng)爭(zhēng)環(huán)境介紹以及對(duì)國(guó)內(nèi)外其他城市品牌建設(shè)的經(jīng)驗(yàn)總結(jié),進(jìn)而根據(jù)牡丹江市市情特點(diǎn),從牡丹江市城市品牌建設(shè)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅四個(gè)方面進(jìn)行系統(tǒng)分析,提出了牡丹江城市品牌建設(shè)存在城市品牌定位不清、缺乏相關(guān)產(chǎn)業(yè)支撐、文化資源發(fā)掘不夠、城市宣傳推廣理念落后等問(wèn)題。并從城市品牌建設(shè)管理設(shè)計(jì)的角度,提出牡丹江城市品牌建設(shè)應(yīng)該從戰(zhàn)略定位選擇、品牌視覺(jué)識(shí)別系統(tǒng)設(shè)計(jì)、城市品牌推廣等維度進(jìn)行重點(diǎn)布局。從宏觀政策層面上,牡丹江市應(yīng)重點(diǎn)優(yōu)化空間、產(chǎn)業(yè)布局,深度挖掘城市特色文化,樹(shù)立城市經(jīng)營(yíng)理念。從微觀操作層面上,牡丹江市應(yīng)成立城市品牌建設(shè)委員會(huì)、以法律法規(guī)保障城市品牌營(yíng)銷管理、科學(xué)制定城市品牌績(jī)效考核機(jī)制、調(diào)動(dòng)城市利益相關(guān)者積極參與,確保牡丹江市城市品牌建設(shè)有章可循。
[Abstract]:With the development of industrialization, information technology and agricultural modernization, the development speed and scale of urbanization are increasing with each passing day. The internal elements of cities, such as information, are beginning to compete intensely among different cities. In the fierce competition for urban elements, modern urban diseases such as industrial convergence, cultural destruction, brain drain, information failure and so on are becoming increasingly apparent. The problems of urban development, such as a thousand cities, are becoming more and more serious in the process of urbanization. How to highlight the city's personality, form its own unique city brand, and attract foreign investors and consumers to the greatest extent? Mudanjiang City, as a regional central city in southeastern Heilongjiang Province, has paid great attention to urban brand construction in recent years and achieved certain results. But compared with developed regions and developed cities at home and abroad, Mudanjiang City is a regional center city in the southeast of Heilongjiang Province. Therefore, we should make full use of Mudanjiang's own comparative advantages, dig into Mudanjiang's urban characteristics in depth, create a city brand with unique personality and broad vision, and further shape the city's image. It is of great practical significance to promote the value of the city to realize the development of Mudanjiang. This paper is based on the theory of city marketing, and combines the theories of marketing and communication, etc. By introducing the macro environment, competitive environment and experience of other cities in Mudanjiang city, according to the characteristics of Mudanjiang city, the paper analyzes the advantages and disadvantages of Mudanjiang city brand construction. Based on the systematic analysis of the four aspects of opportunity and threat, it is pointed out that the city brand construction in Mudanjiang city has unclear positioning of city brand, lack of support from related industries, and insufficient exploitation of cultural resources. From the point of view of urban brand construction and management design, this paper puts forward that Mudanjiang city brand construction should be based on strategic positioning choice, brand visual identification system design, and so on. From the macro policy level, Mudanjiang City should focus on optimizing the space, industrial layout, digging into the characteristic culture of the city, setting up the urban management idea. Mudanjiang city should set up the city brand construction committee, guarantee the city brand marketing management by laws and regulations, scientifically formulate the city brand performance appraisal mechanism, and mobilize the city stakeholders to participate actively. To ensure that Mudanjiang City brand building has rules to follow.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.27

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本文編號(hào)：1626511