本文關(guān)鍵詞：中外狂歡文化差異視域下的狂歡節(jié)城市品牌打造現(xiàn)象探析　出處：《上海師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 狂歡節(jié) 城市品牌 城市營(yíng)銷 節(jié)事活動(dòng)

【摘要】：在市場(chǎng)競(jìng)爭(zhēng)日益白熱化的今天，各個(gè)地區(qū)各個(gè)地域之間的競(jìng)爭(zhēng)已經(jīng)不僅僅局限在以單純的經(jīng)濟(jì)、文化之間的競(jìng)爭(zhēng)，而是向著以城市為單位的綜合實(shí)力之間的競(jìng)爭(zhēng)轉(zhuǎn)變。越來(lái)越多的學(xué)者開(kāi)始認(rèn)識(shí)到有目的、有計(jì)劃的對(duì)城市展開(kāi)營(yíng)銷是樹(shù)立城市形象和品牌的有效手段。城市的節(jié)慶活動(dòng)是城市營(yíng)銷的一部分，其中城市狂歡節(jié)尤其具有代表性�？駳g節(jié)起源于歐洲，西方國(guó)家對(duì)其的研究較為成熟。在現(xiàn)當(dāng)代，以西方國(guó)家為主的全民性狂歡節(jié)在世界范圍內(nèi)都產(chǎn)生了很大的影響，，可以說(shuō)西方的狂歡活動(dòng)已經(jīng)形成了專門的體系。從西方國(guó)家的狂歡節(jié)案例中我們可以發(fā)現(xiàn)，狂歡節(jié)對(duì)塑造城市品牌具有強(qiáng)大的推動(dòng)作用，對(duì)城市的形象、城市的經(jīng)濟(jì)文化發(fā)展都有著深遠(yuǎn)的影響。因此我們要挖掘我們城市中，文化中的狂歡資源，并加以利用，創(chuàng)造中國(guó)式的、地方式的狂歡活動(dòng)，是非常必要的。 由于中西方狂歡文化的差異，我國(guó)的狂歡活動(dòng)也與西方的狂歡節(jié)有著很大的區(qū)別，通過(guò)狂歡節(jié)來(lái)塑造城市品牌也處于探索和嘗試的階段，仍然存在著一些問(wèn)題。本文從中外狂歡文化的差異入手，結(jié)合狂歡節(jié)與城市品牌之間的關(guān)系，對(duì)目前我國(guó)通過(guò)狂歡節(jié)打造城市品牌的現(xiàn)狀進(jìn)行了分析，得出我國(guó)打造城市狂歡節(jié)中應(yīng)注意的問(wèn)題。關(guān)于狂歡節(jié)，政府引導(dǎo)和扶持是狂歡節(jié)走向成熟不可或缺的因素，還要正確處理傳統(tǒng)與創(chuàng)新以及民族化與國(guó)際化的關(guān)系，競(jìng)爭(zhēng)機(jī)制應(yīng)該成為狂歡節(jié)持續(xù)發(fā)展的原動(dòng)力。我國(guó)的節(jié)日中存在著狂歡的因素，應(yīng)該加以挖掘和利用，使中國(guó)的傳統(tǒng)節(jié)日重新綻放光彩。 本論文主要采用了以下研究方法：1、理論和實(shí)證相結(jié)合，既重視理論上的提煉總結(jié)，又通過(guò)對(duì)個(gè)案的剖析；典型案例舉證說(shuō)明，使理論認(rèn)識(shí)更加可靠確切，以增強(qiáng)研究的真實(shí)性和說(shuō)服力。2、文獻(xiàn)分析與案例分析相結(jié)合，通過(guò)研究國(guó)內(nèi)外相關(guān)文獻(xiàn)研究成果，以及狂歡節(jié)成功案例的分析，研究城市品牌建設(shè)與傳播的相關(guān)理論問(wèn)題。3、多學(xué)科、多角度綜合研究。由于狂歡文化和城市品牌涉及的問(wèn)題廣泛而復(fù)雜，所以本文綜合了傳播學(xué)、哲學(xué)、城市科學(xué)、社會(huì)學(xué)、營(yíng)銷學(xué)等相關(guān)學(xué)科的理論，并注重它們之間的相互交叉，盡可能多視角、多層次、多側(cè)面地進(jìn)行綜合分析研究。
[Abstract]:In the increasingly fierce competition in the market today, the competition between the various regions of the region has not only been confined to the pure economy, the competition between the culture. More and more scholars are beginning to realize that there is a purpose. The planned marketing of the city is an effective means to set up the city image and brand. The city festival is a part of the city marketing, among which the city carnival is especially representative. The carnival originated in Europe. In modern times, the whole people's Carnival, which is dominated by western countries, has had a great influence in the world. It can be said that the carnival activities in the West have formed a special system. From the case of the carnival in western countries we can find that carnival has a powerful role in promoting the shaping of city brand and image of the city. Therefore, it is necessary for us to excavate the carnival resources in our city and make use of them to create the Chinese style and local carnival activities. Because of the difference of carnival culture between China and the West, the carnival activities in our country are also very different from the carnival in the west. It is also in the stage of exploring and trying to mold the city brand through the carnival. There are still some problems. This paper starts with the differences between Chinese and foreign carnival culture, combining the relationship between carnival and city brand, and analyzes the current situation of building city brand through carnival in our country. This paper points out the problems that should be paid attention to in building city carnival in our country. The government guidance and support are the indispensable factors for the carnival to mature. We should also correctly handle the relationship between tradition and innovation, nationalization and internationalization, and the competitive mechanism should become the motive force for the sustained development of Carnival. There are carnival factors in the festivals of our country, which should be excavated and utilized. To make the traditional Chinese festival bloom again. This thesis mainly adopts the following research method: 1: 1, combining theory with demonstration, not only paying attention to the refining and summing up of theory, but also analyzing the case. The proof of typical cases shows that the theory is more reliable and more accurate, in order to enhance the authenticity and persuasion of the study, literature analysis and case analysis combined, through the study of domestic and foreign related literature research results. And the successful case analysis of carnival, the study of urban brand building and dissemination of related theoretical problems. 3, multi-disciplinary, multi-angle comprehensive research. Because of carnival culture and urban brand involved in a wide range of issues and complex. Therefore, this paper synthesizes the theories of communication, philosophy, urban science, sociology, marketing and other related disciplines, and pays attention to the intersection between them, as many perspectives as possible, multi-level. Comprehensive analysis and research are carried out on many sides.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.1;F299.2;G04

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