【摘要】：隨著區(qū)域之間競爭的日益激烈，區(qū)域形象逐漸被越來越多的區(qū)域政府所關(guān)注。一個(gè)好的區(qū)域形象是實(shí)現(xiàn)區(qū)域可持續(xù)發(fā)展的重要途徑。要想更好地吸引國內(nèi)外廣大企業(yè)、民眾來到安徽省投資、旅游，塑造一個(gè)健康、良好的區(qū)域形象至關(guān)重要。本文就是想從安徽省這個(gè)具體的區(qū)域出發(fā)，探究其區(qū)域形象塑造中的問題，并利用相關(guān)理論知識，對安徽省區(qū)域形象進(jìn)行調(diào)查、分析、定位和設(shè)計(jì)，指出其中的一些不足，然后進(jìn)一步挖掘安徽省區(qū)域形象的閃光點(diǎn)、價(jià)值點(diǎn)，從而進(jìn)一步提升安徽省整體競爭力。 本文首先介紹了區(qū)域形象研究的背景，研究目的及意義，然后介紹了與形象相關(guān)的理論概念以及目前國內(nèi)外有關(guān)形象研究的情況，具體從國家形象、區(qū)域形象、城市形象、企業(yè)形象幾個(gè)方面闡述了相關(guān)學(xué)者的理論研究。 接著，從安徽省這個(gè)具體的區(qū)域出發(fā)，設(shè)計(jì)了一套調(diào)查問卷并在專業(yè)的調(diào)查問卷網(wǎng)站進(jìn)行調(diào)查。根據(jù)問卷結(jié)果，具體分析安徽省區(qū)域形象工作中的好的方面和存在的問題。同時(shí)，運(yùn)用SWOT分析法對于安徽省內(nèi)外部各方面條件進(jìn)行分析，得出安徽省所面臨的優(yōu)勢、劣勢、機(jī)會與威脅等。 隨后，根據(jù)調(diào)查分析結(jié)果，，經(jīng)過深入的思考和研究，把握形象定位的四大原則，將安徽省區(qū)域形象定位簡明概括為“魅力安徽，活力安徽”。緊接著，從旅游、文化、宜居、民生、經(jīng)濟(jì)、名人、政府部門形象七個(gè)方面詳細(xì)解釋安徽省區(qū)域形象定位的宣傳口號。 最后，提出塑造安徽省區(qū)域形象的五點(diǎn)對策：成立區(qū)域形象塑造研究工作小組；完善基礎(chǔ)設(shè)施建設(shè)，加強(qiáng)區(qū)域文化與形象建設(shè)，協(xié)調(diào)發(fā)展區(qū)域旅游資源；塑造安徽形象代言品牌；加強(qiáng)媒介營銷宣傳力度；整合各方優(yōu)勢，提升整體實(shí)力。
[Abstract]:With the increasingly fierce competition between regions, regional image is gradually concerned by more and more regional governments. A good regional image is an important way to realize regional sustainable development. In order to attract more domestic and foreign enterprises, people come to Anhui province to invest, travel and shape a healthy and good regional image. This paper aims to explore the problems in the shaping of the regional image of Anhui Province from the perspective of the specific region of Anhui Province, and make use of relevant theoretical knowledge to investigate, analyze, locate and design the regional image of Anhui Province, and point out some of its shortcomings. Then further explore the regional image of Anhui Province bright spot, value point, so as to further enhance the overall competitiveness of Anhui Province. This paper first introduces the background, purpose and significance of the study of regional image, then introduces the theoretical concepts related to the image and the current situation of the domestic and foreign research on the image, specifically from the national image, regional image, urban image, Several aspects of corporate image elaborated the theoretical research of relevant scholars. Then, starting from Anhui province, a set of questionnaires are designed and investigated on the professional questionnaire website. According to the results of the questionnaire, the paper analyzes the good aspects and problems in the work of regional image in Anhui province. At the same time, SWOT analysis method is used to analyze the internal and external conditions of Anhui Province, and the advantages, disadvantages, opportunities and threats faced by Anhui Province are obtained. Then, according to the results of investigation and analysis, through in-depth thinking and research, grasp the four principles of image positioning, the regional image positioning of Anhui Province is summarized as "charm Anhui, vitality Anhui". Then, from the tourism, culture, liveable, people's livelihood, economy, celebrity, government image seven aspects of the regional image of Anhui Province to explain the positioning of the slogan. Finally, the paper puts forward five countermeasures to build the regional image of Anhui province: to set up a working group on regional image shaping, to perfect the infrastructure construction, to strengthen the construction of regional culture and image, and to develop regional tourism resources in a coordinated manner. Build Anhui image brand; strengthen media marketing and propaganda; integrate advantages of all parties to enhance the overall strength.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F127

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