本文選題：重慶 + 城市形象　； 參考：《重慶大學(xué)》2009年碩士論文

【摘要】： 經(jīng)濟(jì)全球化使城市間的競(jìng)爭(zhēng)日益加劇,越來(lái)越多的城市認(rèn)識(shí)到城市營(yíng)銷在城市發(fā)展中的重要性。論文選取了城市營(yíng)銷的一個(gè)最具實(shí)用價(jià)值的方面——城市形象營(yíng)銷,結(jié)合重慶實(shí)際,對(duì)重慶市城市形象進(jìn)行研究,旨在提升重慶城市形象的競(jìng)爭(zhēng)力,促進(jìn)重慶飛速發(fā)展。 論文對(duì)重慶市的城市形象營(yíng)銷按照以下步驟進(jìn)行: 先對(duì)重慶自然要素、資源狀況、社會(huì)經(jīng)濟(jì)特征、產(chǎn)業(yè)經(jīng)濟(jì)特征、交通設(shè)施、社區(qū)發(fā)展、游憩文化資源、教育科研和社會(huì)治安等影響城市形象的因素進(jìn)行調(diào)研。然后綜合考慮重慶的優(yōu)劣勢(shì)、歷史脈絡(luò)、發(fā)展方向、城市功能和文化的狀況,從城市功能、產(chǎn)業(yè)、形象(狹義)、規(guī)模等方面分別對(duì)重慶進(jìn)行定位,得出重慶是“我國(guó)重要的中心城市、國(guó)家歷史文化名城、長(zhǎng)江上游的經(jīng)濟(jì)中心、國(guó)家重要的現(xiàn)代制造業(yè)基地,中西部地區(qū)綜合交通樞紐,城鄉(xiāng)統(tǒng)籌的特大型城市”的綜合城市定位。 并基于重慶城市形象中對(duì)目標(biāo)受眾具有最大的吸引力的要素——重慶未來(lái)發(fā)展的無(wú)限可能性和巨大潛力,提出了“夢(mèng)想之都,奇跡之城”的重慶城市形象定位。在此基礎(chǔ)上,論文引入城市形象識(shí)別系統(tǒng),首先提出“自強(qiáng)不息,開拓開放”的理念識(shí)別,以此為指導(dǎo),從政府、產(chǎn)業(yè)、企業(yè)、市民等幾個(gè)方面來(lái)設(shè)計(jì)行為識(shí)別。提出政府要提高行政效能和服務(wù)水平;產(chǎn)業(yè)要調(diào)整結(jié)構(gòu),以便升級(jí);企業(yè)要實(shí)施名牌戰(zhàn)略,做大做強(qiáng);市民要提高素質(zhì),提升形象。視覺(jué)識(shí)別方面從城市形象標(biāo)識(shí)、城市色彩形象、城市環(huán)境形象三大方面進(jìn)行了重點(diǎn)的設(shè)計(jì)。 最后是對(duì)重慶城市形象進(jìn)行傳播。論文基于重慶近年在城市形象傳播的成效,進(jìn)一步探討了今后重慶如何通過(guò)形象廣告、公關(guān)活動(dòng)、主題活動(dòng)、人員推廣這四種方式有效傳播重慶的城市形象。
[Abstract]:Economic globalization intensifies the competition among cities. More and more cities realize the importance of city marketing in urban development. This paper selects the most practical aspect of city marketing-city image marketing, combining with the reality of Chongqing, to study the city image of Chongqing, in order to enhance the competitiveness of Chongqing city image and promote the rapid development of Chongqing. The thesis carries on the following steps to the city image marketing of Chongqing: first, the natural factors, the resource condition, the social economy characteristic, the industry economy characteristic, the transportation facility, the community development, the recreation cultural resources, Educational research and social security and other factors affecting the image of the city to investigate. Then considering the advantages and disadvantages of Chongqing, historical context, development direction, urban function and cultural situation, Chongqing is positioned separately from the aspects of city function, industry, image (narrow sense), scale and so on. It is concluded that Chongqing is an important central city in China, a famous historical and cultural city in China, an economic center in the upper reaches of the Yangtze River, an important national modern manufacturing base, and a comprehensive transportation hub in the central and western regions. Urban and rural coordination of the super-large-scale city "comprehensive urban positioning." Based on the infinite possibility and great potential of Chongqing's future development, which is the most attractive factor to the target audience in Chongqing's city image, this paper puts forward the positioning of Chongqing's city image of "dream capital, miracle city". On this basis, the paper introduces the city image recognition system, first puts forward the concept of "self-improvement, development and openness", as a guide, from the government, industry, enterprises, citizens and other aspects to design behavior recognition. The government should improve the administrative efficiency and service level; the industry should adjust the structure in order to upgrade; the enterprise should implement the famous brand strategy and become bigger and stronger; the citizen should improve the quality and enhance the image. Visual recognition from the city image logo, city color image, the city environment image three aspects of the design. Finally, spread the image of Chongqing city. Based on the results of Chongqing's urban image communication in recent years, this paper further discusses how to spread Chongqing's city image effectively through image advertising, public relations activities, thematic activities and personnel promotion in the future.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F299.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 季琳;重慶兩江新區(qū)背景下北碚城市形象建設(shè)[D];西南大學(xué);2011年

2 熊琴;武漢城市圖背景下咸寧城市形象定位與設(shè)計(jì)[D];華中師范大學(xué);2012年

3 王磊;農(nóng)產(chǎn)品區(qū)域品牌發(fā)展研究[D];中南林業(yè)科技大學(xué);2012年

4 杜燕;重慶城市形象的評(píng)價(jià)指標(biāo)體系研究[D];重慶工商大學(xué);2012年

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本文編號(hào)：2079506