發(fā)布時(shí)間：2018-09-05 10:03

【摘要】：城市品牌印象是一座城市的城市品牌形象在認(rèn)知者腦海中的主觀反映。不論是對(duì)于游客或是外來(lái)投資者都有強(qiáng)烈的導(dǎo)向作用。因此,研究城市印象的構(gòu)成要素、形成中的影響因素,有助于一個(gè)城市良好品牌印象的塑造,進(jìn)而推動(dòng)城市政治、經(jīng)濟(jì)、文化等各方面的發(fā)展。本文的研究意義在于通過(guò)大量的實(shí)證研究和對(duì)比研究,呈現(xiàn)南昌市在外部認(rèn)知者中的城市品牌印象,通過(guò)與南昌本土居民的城市印象進(jìn)行對(duì)比,發(fā)現(xiàn)南昌市在城市形象傳播中出現(xiàn)的問(wèn)題,進(jìn)而從南昌城市形象的傳播內(nèi)容和傳播策略上提供可供參考的建議和策略。本文主要分為四部分:第一部分,首先介紹南昌城市品牌印象的研究背景、研究目的和研究方法及本文的創(chuàng)新之處。其次對(duì)國(guó)內(nèi)外城市品牌、城市品牌形象和城市品牌印象方面的國(guó)內(nèi)外文獻(xiàn)進(jìn)行梳理。最后,明確本文所用到的研究方法,研究思路和進(jìn)行行文框架梳理。第二部分,經(jīng)過(guò)前文的梳理和總結(jié)對(duì)城市品牌印象和構(gòu)成要素有一個(gè)明確的定義。第三部分是本文的重點(diǎn)部分,對(duì)本文具體的研究樣本和測(cè)量方法進(jìn)行介紹,進(jìn)行研究結(jié)果呈現(xiàn),對(duì)調(diào)查結(jié)果進(jìn)行分析和解讀。第四部分,主要是根據(jù)第三部分得出的結(jié)論,挖掘南昌市品牌印象傳播出現(xiàn)內(nèi)外認(rèn)知不一致的原因。第五部分,有針對(duì)性的根據(jù)出現(xiàn)的問(wèn)題,再借鑒整合營(yíng)銷(xiāo)傳播理論,媒體廣告投放知識(shí)以及其他城市進(jìn)行品牌形象塑造上的成功經(jīng)驗(yàn),從城市品牌形象的傳播內(nèi)容和城市品牌形象的傳播策略?xún)煞矫鎭?lái)完善南昌市城市形象的成功傳播,進(jìn)而實(shí)現(xiàn)良好的城市品牌印象在認(rèn)知者一方的建立。本文從數(shù)據(jù)入手,從認(rèn)知者這一新角度出發(fā),通過(guò)數(shù)據(jù)呈現(xiàn),挖掘南昌市在城市形象傳播中出現(xiàn)的問(wèn)題,進(jìn)而提出解決新對(duì)策。寄希望于為南昌未來(lái)的城市建設(shè)貢獻(xiàn)自己的綿薄之力。
[Abstract]:Urban brand impression is the subjective reflection of a city's brand image in the cognitive mind. Whether for tourists or foreign investors have a strong guiding role. Therefore, the study of the elements of urban impression and the influencing factors in formation will help to shape a good brand impression of a city and promote the development of city politics, economy, culture and so on. The significance of this study is to present Nanchang's impression of city brand among external cognitionists through a large number of empirical and comparative studies, and to compare it with the impression of Nanchang native residents. This paper finds out the problems in the communication of the city image in Nanchang city, and then provides some suggestions and strategies for reference from the content and the communication strategy of the city image of Nanchang city. This paper is divided into four parts: the first part introduces the research background, research purpose, research method and innovation of Nanchang city brand impression. Secondly, the domestic and foreign literature on city brand, city brand image and city brand impression are combed. Finally, the research methods, research ideas and textual framework are clarified. The second part, after combing and summing up the urban brand impression and elements have a clear definition. The third part is the key part of this paper, the specific research samples and measurement methods are introduced, the results of the study are presented, and the results of the investigation are analyzed and interpreted. The fourth part, mainly according to the conclusion of the third part, excavates the reasons of the internal and external cognitive inconsistency in the spread of brand impression in Nanchang city. The fifth part, according to the existing problems, and then draw lessons from the integrated marketing communication theory, media advertising knowledge and other cities on the brand image of the successful experience, From the aspects of the content of city brand image communication and the communication strategy of city brand image, we can perfect the successful communication of Nanchang city image, and then realize the establishment of good city brand impression on the cognitive side. This paper starts with the data, from the new angle of cognition, through the data presentation, excavates the problem which the Nanchang city appears in the city image dissemination, and then puts forward the solution new countermeasure. Hope for the future of Nanchang City to contribute their own modest force.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G206
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本文編號(hào)：2223949