本文關(guān)鍵詞：西安城市品牌形象傳播問(wèn)題與對(duì)策研究　出處：《渤海大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：西安確立了“世界城市文化之都”的城市品牌定位,并積極地進(jìn)行城市品牌形象的傳播工作。通過(guò)調(diào)查問(wèn)卷獲取公眾對(duì)城市品牌形象的一手資料并結(jié)合走訪調(diào)查、文獻(xiàn)分析,發(fā)現(xiàn)西安的城市品牌形象傳播依然存在著戰(zhàn)略布局缺失、內(nèi)容缺乏整合、傳播方法缺乏創(chuàng)新、傳播結(jié)果偏差較大等這樣或那樣的問(wèn)題。造成這些問(wèn)題的原因是多方面的,有傳播理念存在誤區(qū)、傳播主體各自為政、文化內(nèi)涵挖掘淺嘗輒止以及傳播力度不足等。這些問(wèn)題反映了城市在品牌形象傳播方面的不足,急需解決。在此背景下,從傳播學(xué)視角出發(fā),運(yùn)用傳播學(xué)、管理學(xué)、品牌學(xué)等相關(guān)學(xué)科知識(shí),結(jié)合西安城市品牌形象形象傳播的現(xiàn)狀,對(duì)其進(jìn)行分析研究試圖找出相應(yīng)的解決對(duì)策。首先對(duì)品牌、城市品牌、品牌形象傳播相關(guān)概念進(jìn)行梳理,以此作為理論支撐。然后,通過(guò)大量搜集西安城市品牌形象傳播資料,運(yùn)用問(wèn)卷調(diào)查、走訪調(diào)查、文獻(xiàn)閱讀等方法了解其傳播現(xiàn)狀,歸納出西安在城市品牌形象傳播方面存在的問(wèn)題。最后,在構(gòu)建品牌形象傳播戰(zhàn)略、整合傳播內(nèi)容、創(chuàng)新傳播方法以及加大矯形傳播力度等方面提出相應(yīng)的解決對(duì)策。對(duì)于西安城市品牌形象傳播的研究,希望能夠?qū)ζ淦鸬揭欢ǖ膯⑹咀饔?并且能夠引起其他城市對(duì)于品牌形象傳播的重視。希望更多的人能夠認(rèn)識(shí)到城市品牌形象傳播的重要性與復(fù)雜性,不斷地進(jìn)行理論探索和實(shí)踐,為傳播更好的城市品牌形象而努力。
[Abstract]:Xi'an established the "city brand positioning world city of culture", and actively carry out the brand image of the city. The public dissemination of city brand image of the data obtained by questionnaire and investigation, literature analysis, found that the spread of the brand image of the city of Xi'an there is still a lack of strategic layout, lack of content integration communication method, lack of innovation, dissemination of results as large deviation of this or that problem. The causes of these problems are many, have spread the concept of misunderstanding, the spread of the main cultural connotation of a lack of coordination, and lack of communication mining. These problems reflect the deficiency of the city, in terms of brand image communication to be solved urgently. Under this background, starting from the perspective of communication, the use of communication, management science, knowledge science and other disciplines related to the brand, with the brand image of Xi'an City The status quo of image communication, analyzing the study tries to find out the corresponding countermeasures. Firstly, city brand, brand, brand image communication related concept out, as a theoretical support. Then, through a large collection of Xi'an city brand image communication data, using questionnaire survey, interview and investigation, literature and other methods to understand the spread of the status quo, summed up in Xi'an city brand image communication problems. Finally, in the construction of brand communication strategy, integrated communication content, innovative communication method and increase the spread of correction and put forward corresponding solutions. For the study of Xi'an city brand image communication, hope to be able to get certain Enlightenment on the, and can cause other city attaches great importance to brand image communication. The importance of the hope that more people can recognize the city brand image spread And the complexity, continuous theoretical exploration and practice, for the dissemination of better city brand image and efforts.

【學(xué)位授予單位】：渤海大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206

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本文編號(hào)：1366502