本文選題：政府　切入點：市場　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,而必須秉持“政府統(tǒng)籌、企業(yè)主導(dǎo)、社會協(xié)同”的原則,目前,對于城市品牌方面的研究,各文獻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)展的文章寥寥無幾。眾所周知,我國政府在城市品牌發(fā)展方面起著舉足輕重的作用,無論是城市規(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,利用政府與市場關(guān)系理論,才能抓住城市品牌發(fā)展問題的核心。本文通過闡述政府與市場關(guān)系、我國的政府職能轉(zhuǎn)變、城市品牌發(fā)展指標模型、城市品牌發(fā)展市場失靈等理論,一方面揭示政府在城市品牌發(fā)展中的定位、作用,另一方面通過城市品牌發(fā)展成熟指標模型的分析,以公共管理視角提煉城市品牌發(fā)展的三大核心指標要素即城市化、品牌化、理念化。其中,城市化指標包括政治要素、經(jīng)濟要素、社會要素、環(huán)境要素等,品牌化指標包括知名度、聯(lián)想度、美譽度等要素,理念化包括政府經(jīng)營理念和市民價值取向等關(guān)鍵要素。選取核心指標和關(guān)鍵要素來設(shè)計問卷調(diào)查,通過對六合、溧陽兩地城市品牌發(fā)展進行感知度對比,挖掘六合城市品牌發(fā)展積累的基礎(chǔ)優(yōu)勢條件,指出六合政府在城市品牌發(fā)展中存在的錯位、缺位問題,借鑒溧陽等城市品牌發(fā)展經(jīng)驗及其政府的正確角色定位,基于六合實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)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.27

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