本文選題：政府　切入點(diǎn)：市場(chǎng)　出處：《南京大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：城市品牌具有集體性質(zhì)的公共品牌屬性,是一項(xiàng)極具專業(yè)性質(zhì)的系統(tǒng)工程,因此,城市品牌塑造、推廣與發(fā)展不能純粹依靠政府或是推給市場(chǎng),而必須秉持“政府統(tǒng)籌、企業(yè)主導(dǎo)、社會(huì)協(xié)同”的原則,目前,對(duì)于城市品牌方面的研究,各文獻(xiàn)著重于不是微觀的企業(yè)名牌的創(chuàng)建和集群效應(yīng),就是具體的城市品牌衡量細(xì)分要素,從政府角度,以全局、系統(tǒng)角度闡述城市品牌發(fā)展的文章寥寥無(wú)幾。眾所周知,我國(guó)政府在城市品牌發(fā)展方面起著舉足輕重的作用,無(wú)論是城市規(guī)劃、城市建設(shè)、城市精神、城市文化、產(chǎn)業(yè)的集中分布、生態(tài)環(huán)境以及城市市民的素質(zhì)等,都與城市的管理方——政府,有著密不可分的聯(lián)系。因此,對(duì)于城市品牌發(fā)展,只有以公共管理的視角去切入,利用政府與市場(chǎng)關(guān)系理論,才能抓住城市品牌發(fā)展問(wèn)題的核心。本文通過(guò)闡述政府與市場(chǎng)關(guān)系、我國(guó)的政府職能轉(zhuǎn)變、城市品牌發(fā)展指標(biāo)模型、城市品牌發(fā)展市場(chǎng)失靈等理論,一方面揭示政府在城市品牌發(fā)展中的定位、作用,另一方面通過(guò)城市品牌發(fā)展成熟指標(biāo)模型的分析,以公共管理視角提煉城市品牌發(fā)展的三大核心指標(biāo)要素即城市化、品牌化、理念化。其中,城市化指標(biāo)包括政治要素、經(jīng)濟(jì)要素、社會(huì)要素、環(huán)境要素等,品牌化指標(biāo)包括知名度、聯(lián)想度、美譽(yù)度等要素,理念化包括政府經(jīng)營(yíng)理念和市民價(jià)值取向等關(guān)鍵要素。選取核心指標(biāo)和關(guān)鍵要素來(lái)設(shè)計(jì)問(wèn)卷調(diào)查,通過(guò)對(duì)六合、溧陽(yáng)兩地城市品牌發(fā)展進(jìn)行感知度對(duì)比,挖掘六合城市品牌發(fā)展積累的基礎(chǔ)優(yōu)勢(shì)條件,指出六合政府在城市品牌發(fā)展中存在的錯(cuò)位、缺位問(wèn)題,借鑒溧陽(yáng)等城市品牌發(fā)展經(jīng)驗(yàn)及其政府的正確角色定位,基于六合實(shí)際情況提出可行性政策建議。
[Abstract]:Urban brand has the attribute of collective public brand, it is a very professional system engineering. Therefore, urban brand building, promotion and development must not rely solely on the government or push to the market, but must adhere to the "government as a whole," The principle of enterprise-led and social synergy. At present, for the study of urban brands, the literature focuses on the creation and cluster effect of either micro enterprise brands or specific urban brand measurement and subdivision elements, from the government's perspective. As we all know, our government plays an important role in the development of urban brand, whether it is urban planning, urban construction, urban spirit, urban culture. The concentration and distribution of industry, the ecological environment and the quality of urban citizens are all closely related to the management of the city-the government. Therefore, for the development of urban brands, only from the perspective of public management to cut into, Only by using the theory of the relationship between government and market can we grasp the core of the problem of urban brand development. This paper expounds the theory of the relationship between government and market, the transformation of government function in our country, the index model of urban brand development, the market failure of urban brand development, etc. On the one hand, it reveals the position and function of the government in the development of urban brand, on the other hand, through the analysis of the mature index model of the development of urban brand, it extracts the three core index elements of the development of urban brand from the perspective of public management, that is, urbanization and branding. Among them, the indicators of urbanization include political, economic, social, environmental and other factors, and brand indicators include factors such as popularity, association, reputation, etc. Conceptualization includes the key elements such as government management concept and citizen value orientation. The core indicators and key elements are selected to design a questionnaire survey. Through the comparison of the perception of the two cities' brand development in Liuhe and Liyang, This paper excavates the basic advantages of the development and accumulation of Liuhe city brand, points out that the government of Liuhe city has the problems of dislocation and vacancy in the development of the city brand, and draws lessons from the experience of the development of Liyang city brand and the correct role of the government. Put forward feasible policy suggestions based on the actual situation.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.27

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