本文選題：城市品牌 + 大杭州��； 參考：《浙江大學(xué)》2014年碩士論文

【摘要】：杭州城市品牌經(jīng)歷了十多年的探索與經(jīng)營(yíng),如今“生活品質(zhì)之城”的品牌形象已經(jīng)深入人心。至此杭州的城市品牌建設(shè)已開(kāi)始向下屬各縣市地區(qū)延伸,以形成整體的品牌聯(lián)動(dòng)效應(yīng),實(shí)現(xiàn)城市品牌的合力作用。 建德作為杭州的縣級(jí)市,具備優(yōu)越的城市品牌塑造資源,杭州此次的品牌聯(lián)動(dòng)計(jì)劃更是為建德的城市品牌建設(shè)提供了絕佳的契機(jī)。本案通過(guò)實(shí)地調(diào)研、問(wèn)卷調(diào)查、座談會(huì)和文獻(xiàn)資料整理等方式,對(duì)建德現(xiàn)有的地理、自然、人文、產(chǎn)業(yè)等資源進(jìn)行分析整合,將其定位為“生態(tài)休閑之都”。并結(jié)合相關(guān)理論、建德實(shí)際情況和杭州品牌建設(shè)的相關(guān)理念與經(jīng)驗(yàn),設(shè)計(jì)出建德城市品牌的具體建設(shè)內(nèi)容、傳播方案和實(shí)施計(jì)劃等。通過(guò)為建德建立起系統(tǒng)化的品牌建設(shè)方案來(lái)實(shí)現(xiàn)建德與杭州的城市品牌聯(lián)動(dòng),從而實(shí)現(xiàn)大杭州城市品牌的擴(kuò)張。
[Abstract]:Hangzhou city brand has experienced more than 10 years of exploration and management. Now the brand image of "the city of quality of life" has been deeply rooted in the hearts of the people. At this point, the city brand construction in Hangzhou has begun to extend to the counties and cities to form the overall brand linkage effect and realize the joint force of the city brand.
As a county-level city in Hangzhou, Jiande has a superior city brand building resources. Hangzhou's brand linkage plan provides an excellent opportunity for the construction of Jiande's urban brand. This case has been carried out through field investigation, questionnaire survey, symposium and document data arrangement, etc., on the existing geographical, natural, humanistic and industrial resources of Jiande. By analyzing and integrating it as "the capital of ecological leisure", and combining the relevant theories, the actual situation of Jiande and the related ideas and experiences of the Hangzhou brand construction, the concrete construction content, the transmission scheme and the implementation plan of the Jiande city brand are designed, and the system of building a systematic brand construction plan for Jiande to realize the realization of Jiande and its implementation. Hangzhou's urban brand interaction, so as to achieve the expansion of Hangzhou's urban brand.

【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：G127

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉向暉;;城市品牌體系的構(gòu)建[J];中國(guó)城市經(jīng)濟(jì);2006年02期

2 張q，

本文編號(hào)：1791338