本文選題：地域文化 + 差異性��； 參考：《浙江工業(yè)大學(xué)》2011年碩士論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展和社會(huì)的進(jìn)步,區(qū)域間的競(jìng)爭(zhēng)日趨激烈,每個(gè)區(qū)域都在大力營(yíng)造和改善投資環(huán)境力爭(zhēng)得到更多的資金、技術(shù)和人才,創(chuàng)造更多的財(cái)富,以增強(qiáng)區(qū)域的競(jìng)爭(zhēng)力和內(nèi)聚力。而這些都與一個(gè)區(qū)域的信任體系緊密相關(guān),與一個(gè)區(qū)域的形象密不可分。在我國(guó)城市發(fā)展翻天覆地變化的同時(shí),城市形象的破壞已成為城市發(fā)展所付出的巨大代價(jià)和高昂成本。一些城市忽視自身特色,熱衷于高樓大廈,或大造人工景點(diǎn),搞“仿古一條街”。清一色的“水泥叢林”,清一色的玻璃幕墻,雜亂無章的廣告,不倫不類的雕塑,在舊城更新改造的旗號(hào)下,城市的歷史文化、區(qū)域特色、鄉(xiāng)土特色正在消失。有識(shí)之士扼腕嘆息:“東西南北中,城市形象在趨同”。因此,在地域文化差異性的基礎(chǔ)上塑造城市品牌成為城市持續(xù)、健康發(fā)展的必由之路,如何塑造具有特色的城市品牌成為一個(gè)重要課題而備受關(guān)注。 本文運(yùn)用經(jīng)濟(jì)學(xué)、管理學(xué)、傳播學(xué)、設(shè)計(jì)藝術(shù)學(xué)及系統(tǒng)論的相關(guān)知識(shí),以城市品牌的地域文化為主線,以城市發(fā)展促進(jìn)人類自身發(fā)展為落腳點(diǎn),對(duì)城市品牌問題進(jìn)行了系統(tǒng)的分析。文章首先探求了城市形象與品牌能動(dòng)性的理論基礎(chǔ),對(duì)城市形象品牌能動(dòng)性的內(nèi)涵進(jìn)行了探討,闡述了城市視覺形象塑造在城市發(fā)展中的重要性;然后分析了地域文化的差異性與城市品牌的相互影響,在對(duì)我國(guó)地域文化的特點(diǎn)及城市品牌塑造的現(xiàn)狀分析的基礎(chǔ)上,總結(jié)出了我國(guó)現(xiàn)階段城市發(fā)展的特點(diǎn)和產(chǎn)生的誤區(qū),找出沒有產(chǎn)生良好城市品牌原因;隨后,以幾個(gè)不同區(qū)域文化代表的城市杭州、重慶、及香港為例,來挖掘特有的地域文化對(duì)城市形象塑造的影響,并提出了產(chǎn)生良好城市形象品牌效應(yīng)的城市視覺形象品牌構(gòu)建模式。最后,對(duì)城市形象品牌的推廣要素、推廣策略及推廣方式提出了一些建議。 論文旨在對(duì)地域文化差異性條件下的城市視覺形象品牌化的研究來解決如何構(gòu)建有生命的城市品牌,使我國(guó)各地域特有的傳統(tǒng)文化發(fā)揮出強(qiáng)大的力量,樹立其自己響亮的城市品牌。
[Abstract]:With the development of economy and the progress of society, the competition between regions is becoming more and more intense. Each region is striving to create and improve the investment environment, and strive to obtain more funds, technology and talents, and create more wealth. To enhance regional competitiveness and cohesion. These are closely related to the trust system of a region and closely related to the image of a region. At the same time, the destruction of city image has become a huge cost and high cost of urban development. Some cities ignore their own characteristics, keen on high-rise buildings, or create artificial scenic spots, "antique street." The pure "concrete jungle", the uniform glass curtain wall, the disorderly advertisement, the incoherent sculpture, under the old city renewal transformation banner, the city history culture, the region characteristic, the local characteristic is disappearing. A man of insight sighed: "East, west, north and south, the image of the city converges." Therefore, on the basis of regional cultural differences, shaping urban brand becomes the only way for the sustainable and healthy development of the city. How to shape the city brand with characteristics has become an important topic and has attracted much attention. This paper applies the relevant knowledge of economics, management, communication, design art and system theory, taking the regional culture of the city brand as the main line, taking the city development to promote the human development as the foothold. The problem of city brand is analyzed systematically. Firstly, the paper explores the theoretical basis of city image and brand initiative, discusses the connotation of city image brand initiative, and expounds the importance of city visual image shaping in urban development. Then it analyzes the difference of regional culture and the mutual influence of urban brand. On the basis of analyzing the characteristics of regional culture and the status quo of urban brand shaping in China, it summarizes the characteristics and misunderstandings of urban development in China at the present stage. Find out why there is no good city brand; then, take Hangzhou, Chongqing, and Hong Kong, which are represented by several different regional cultures, as examples to explore the impact of specific regional culture on the shaping of the city's image. And put forward the brand construction mode of city visual image which has the good city image brand effect. Finally, some suggestions are put forward for the promotion of city image brand. The purpose of this paper is to study the brand of city visual image under the condition of regional cultural difference to solve the problem of how to construct the living city brand and to make the unique traditional culture of each region of our country play a powerful role. Set up its own resounding city brand.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：TU984

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陳世華;鄭捷;;香港旅游目的地傳播初探[J];新聞前哨;2013年02期

相關(guān)碩士學(xué)位論文 前2條

1 韋紅;重慶城市旅游品牌戰(zhàn)略研究[D];重慶師范大學(xué);2012年

2 許超;蘇州城市形象視覺識(shí)別系統(tǒng)研究[D];蘇州大學(xué);2013年

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本文編號(hào)：2118150