【摘要】：城市形象是城市綜合競爭力的靈魂,可以概括為社會公眾對一個城市真實情況的具體感知、客觀存在的綜合評價以及整體狀況的總體印象。開封城市形象所包含的內(nèi)容是多方面的,概念是多層次、多角度的,表現(xiàn)形式亦是無處不在的。河南開封擁有悠久的建城歷史和深厚的文化內(nèi)涵,是名副其實的“國家歷史文化名城”。3000多年的滄海桑田鑄就了其豐富的文物遺存、濃郁的古城風(fēng)貌,開封被冠之以“國家優(yōu)秀旅游城市”的頭銜,當(dāng)之無愧。歷史上的開封曾是魏、梁、晉、漢、周、宋等八個王朝的都城,被譽(yù)為“八朝古都”。開封書法傳承有序,藝術(shù)影響深遠(yuǎn),被譽(yù)為“中國書法名城”；城內(nèi)湖泊縱橫,水域眾多,享有“北方水城”之稱。開封是悠久大宋文化的中心,名勝古跡市縣皆有,是名副其實的“宋都”；菊花栽培歷史悠久、賞花風(fēng)俗綿遠(yuǎn)、絢麗多姿的菊花開遍全城,更是被譽(yù)為“中國菊花名城”。菊花文化節(jié)更是開封悠久歷史文化積淀史上的一朵奇葩,對構(gòu)建和傳播開封城市形象具有聚媒效應(yīng)、口碑效應(yīng)、名片效應(yīng)和改善效應(yīng)。 開封菊花文化節(jié)始辦于1983年,于2013年正式升級為國家級節(jié)會,在歷經(jīng)31個春秋的學(xué)習(xí)和發(fā)展之后,具備了綜合性與集聚性、科學(xué)性與創(chuàng)造性、直觀性與藝術(shù)性、國際性與互動性、歷史性與現(xiàn)實性等特點(diǎn)和亮點(diǎn)。開封菊花文化節(jié)的舉辦以菊花文化豐富的內(nèi)涵和積淀為基礎(chǔ),其發(fā)展處在開封構(gòu)建和傳播城市形象的重要戰(zhàn)略機(jī)遇期,順應(yīng)了河南繁榮文化產(chǎn)業(yè)、構(gòu)建文化強(qiáng)省的需要。更重要的是,開封菊花文化節(jié)是展示開封城市形象的重要平臺,助推開封城市的經(jīng)濟(jì)發(fā)展,促進(jìn)開封節(jié)慶活動和菊城文化的開發(fā),推動開封城市的基礎(chǔ)設(shè)施和精神文明建設(shè),增強(qiáng)開封文化信息的對外傳播與交流,帶動開封整個文化產(chǎn)業(yè)的發(fā)展。 本文以菊花文化節(jié)與開封城市形象的構(gòu)建和傳播為研究對象,細(xì)致剖析菊花文化節(jié)的傳播策略,全方位分析菊花文化節(jié)的受眾定位,深入研究菊花文化節(jié)的傳播效果,指出菊花文化節(jié)對開封城市形象構(gòu)建和傳播的促進(jìn)作用,發(fā)現(xiàn)菊花文化節(jié)舉辦及其發(fā)展中存在的不足,從戰(zhàn)略層面提出菊花文化節(jié)發(fā)展的改進(jìn)方案,從戰(zhàn)術(shù)層面對菊花文化節(jié)發(fā)展中存在的不足進(jìn)行細(xì)致分析,給出了一系列細(xì)致可行的建議和策略,以期對菊花文化節(jié)與開封城市形象構(gòu)建和傳播研究有所裨益。
[Abstract]:The city image is the soul of the city's comprehensive competitiveness, which can be summarized as the public's concrete perception of a city's real situation, the objective comprehensive evaluation and the overall impression of the overall situation. Nankaifeng has a long history of city building and profound cultural connotations, is a veritable "national historical and cultural city." 3000 years of vicissitudes of life cast its rich cultural relics, rich style of the ancient city, Kaifeng was crowned as "national excellent tourist city" title, worthy of it. The capital of eight dynasties, such as Han, Zhou and Song Dynasties, is known as the "Eight Dynasties Ancient Capital". Kaifeng has an orderly handing down of calligraphy and a far-reaching impact on art. It is known as the "famous city of Chinese calligraphy". The lakes in the city are vertical and horizontal, and the waters are numerous, enjoying the title of "northern water city". Kaifeng is the center of the long Song culture, the scenic spots, cities and counties are all known as the "Song capital" in fact. The Chrysanthemum Culture Festival is a wonderful flower in the long history of Kaifeng, which has the effect of media, reputation, business card and improvement on the construction and dissemination of Kaifeng city image.
Kaifeng Chrysanthemum Culture Festival was founded in 1983 and upgraded to a national festival in 2013. After 31 years of study and development, it has the characteristics of comprehensiveness and concentration, science and creativity, intuition and artistry, internationality and interaction, historicity and reality. Based on the abundant connotation and accumulation of flower culture, its development is in an important strategic opportunity period for Kaifeng to construct and disseminate its city image, which meets the needs of Henan to prosper its cultural industry and build a strong cultural province. Kaifeng festival activities and the development of Chrysanthemum City culture promote the construction of Kaifeng's infrastructure and spiritual civilization, enhance the external dissemination and exchange of Kaifeng cultural information, and promote the development of Kaifeng's entire cultural industry.
This article takes the chrysanthemum Cultural Festival and the city image construction and dissemination as the research object, analyzes the dissemination strategy of the chrysanthemum cultural festival in detail, analyzes the audience orientation of the chrysanthemum cultural festival in an all-round way, studies the dissemination effect of the chrysanthemum cultural festival in depth, points out the promotion role of the chrysanthemum cultural festival in the construction and dissemination of the city image of Kaifeng, and The shortcomings in the holding and development of the chrysanthemum Cultural Festival are analyzed in detail from the strategic level, and the shortcomings in the development of the festival are analyzed in detail from the tactical level. A series of detailed and feasible suggestions and strategies are put forward in order to study the construction and dissemination of the chrysanthemum Cultural Festival and the city image of Kaifeng. Benefit.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.2;G206

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本文編號：2189795