本文選題：城市形象 + 整合營銷傳播��； 參考：《中南大學(xué)》2013年碩士論文

【摘要】：城市形象是城市核心競爭力的重要組成部分,是增強(qiáng)城市吸引力、影響力和綜合實(shí)力的重要戰(zhàn)略資源。如何將城市形象轉(zhuǎn)化為城市最有力的競爭資產(chǎn),城市形象傳播被賦予了重要的戰(zhàn)略意義。改革開放以來,我國迅速加快的城市化步伐和加入WTO后面對的全球城市間的激烈競爭,使如何有效傳播城市形象成為大家普遍關(guān)注的問題。作為市場營銷傳播領(lǐng)域興起的一種新觀念,整合營銷傳播為我國城市經(jīng)營者提供了一種全新的思路和視角,開展城市形象整合營銷傳播將引領(lǐng)我國城市走向一個新的時代。 本文以探討如何有效傳播城市形象為持論原點(diǎn),以整合營銷傳播理論作為理論支點(diǎn),從大眾傳播學(xué)、市場營銷學(xué)的學(xué)科視角出發(fā),立足于國內(nèi)外相關(guān)研究成果,在廓清城市形象、整合營銷傳播、城市形象整合營銷傳播等概念的基礎(chǔ)上,先從理論上對城市形象傳播的過程體系和傳播要素進(jìn)行深入探討,進(jìn)而闡明我國城市形象傳播的現(xiàn)狀,包括我國城市形象傳播產(chǎn)生的背景以及目前存在的問題。然后,以整合營銷傳播理論為指導(dǎo),在把握其主要特征以及現(xiàn)有學(xué)者提出的理論模式的基礎(chǔ)上,建構(gòu)起我國城市形象整合營銷傳播的運(yùn)作模式。接著,從傳播主體整合、內(nèi)容整合、渠道整合以及受眾滿足四個角度出發(fā)進(jìn)一步探討我國城市形象整合營銷傳播的實(shí)施策略。最后,在傳播實(shí)踐層面上以香港為例,對香港“亞洲國際都會”的整合營銷傳播進(jìn)行深入分析和總結(jié)歸納,提煉出具有價值的經(jīng)驗(yàn)做法為內(nèi)地城市提供借鑒和參考。本文的思想脈絡(luò)是按照概念梳理——理論剖析——確立模式——策略實(shí)施——案例分析的過程逐層推進(jìn)、順序演進(jìn),在理論傳承,思想創(chuàng)新的基礎(chǔ)上,希望能夠給我國城市形象傳播提供借鑒和思考。
[Abstract]:City image is an important part of the core competitiveness of a city, and an important strategic resource to enhance the attraction, influence and comprehensive strength of a city. How to transform the city image into the most competitive assets of the city, urban image communication has been given an important strategic significance. Since the reform and opening up, the rapid pace of urbanization and the fierce competition among cities in the world after China's entry into WTO, how to effectively spread the image of the city has become a common concern. As a new concept in the field of marketing communication, integrated marketing communication provides a new way of thinking and perspective for city operators in our country. The development of integrated marketing communication of city image will lead our city to a new era. This paper discusses how to effectively spread the image of the city as the origin of the theory, with the integrated marketing communication theory as the theoretical fulcrum, from the perspective of the subject of mass communication and marketing, based on the relevant research results at home and abroad. On the basis of clarifying the concepts of city image, integrated marketing communication, city image integrated marketing communication and so on, this paper discusses the process system and communication elements of urban image communication theoretically. Then it clarifies the present situation of urban image communication in China, including the background and existing problems of urban image communication in China. Then, guided by the theory of integrated marketing communication, on the basis of grasping its main characteristics and the theoretical model put forward by existing scholars, the operational mode of integrated marketing communication of urban image of our country is constructed. Then, from the four angles of communication subject integration, content integration, channel integration and audience satisfaction, the implementation strategy of integrated marketing communication of urban image in China is further discussed. Finally, taking Hong Kong as an example, the author analyzes and summarizes the integrated marketing and communication of Hong Kong's "Asian World City", and abstracts the valuable experience to provide reference for the mainland cities. The thought thread of this paper is to carding out the concept, analyzing the theory, establishing the mode, implementing the strategy, the process of case analysis is carried out layer by layer, the sequence evolves, on the basis of the theory inheritance and the thought innovation, Hope to provide reference and reflection for the dissemination of urban image in our country.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.27;G206

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本文編號：1898160