长春城市品牌形象提升探究

发布时间：2018-03-23 05:36

本文选题：城市品牌　切入点：城市品牌营销　出处：《吉林大学》2012年硕士论文　论文类型：学位论文

【摘要】：如今在世界城市化进程日趋加剧的形势下，一个想要获得可持续性发展的城市，必须要有一个强烈的城市品牌形象意识是，一方面，需要城市加强其内部的建设和发展；在另一方面，城市也应该积极塑造其特有的核心城市品牌形象，再通过有效的宣传与推广，为城市各方面发展打造良好的形象基础。长春市是吉林省的省会城市，素有“汽车城”、“森林城”、“大学城”、“电影城”和“文化城”等多个美誉，但这些城市品牌都只是通过一个侧面来反映长春市的城市形象，一直以来长春市始终缺乏一个综合的、全面的能体现核心城市价值的城市品牌形象。所以要想在当下激烈的城市竞争中更好的发展下去，必须重视长春市的核心城市品牌塑造与建设工作。围绕核心城市品牌建设，充分发挥已有产业、资源、文化等各方面的优势，积极打造鲜明的城市个性，吸引外资，利用外资：吸引人才，留住人才，最终实现发展城市，提高城市综合竞争力的目标。这篇文章采用了文献研究和定性分析等方法，从城市化进程和“城市品牌”提出的必然性着手，在综述了国内外城市品牌理论发展现状，介绍了城市营销、会展经济、城市品牌的关系的同时。以东北亚博览会的成果、未来的发展趋势为例，结合了长春市发展历史和长春市现有城市品牌的发展历史，阐述了长春未来的城市核心品牌定位及塑造途径。指出了企业、政府、人才、长春市民等方面在长春市的核心城市品牌塑造中应发挥的作用。
[Abstract]:Nowadays, under the situation that the world urbanization process is getting worse and worse, a city that wants to obtain sustainable development must have a strong sense of city brand image: on the one hand, it needs to strengthen its internal construction and development; On the other hand, the city should also actively mold its unique brand image of the core city, and then through effective publicity and promotion to create a good image basis for the development of all aspects of the city. Changchun is the capital city of Jilin Province, known as "Motor City", "Forest City", "University City", "Film City" and "Cultural City", etc. But these city brands only reflect the city image of Changchun through one side. Changchun has always lacked a comprehensive, comprehensive city brand image that reflects the value of the core city. So if we want to develop better in the current fierce urban competition, It is necessary to pay attention to the brand building and construction of the core city of Changchun. Focusing on the brand construction of the core city, we should give full play to the advantages of the existing industries, resources, culture and so on, actively create a distinct urban personality and attract foreign capital. Utilizing foreign capital: to attract and retain talents, and finally to realize the goal of developing cities and improving the comprehensive competitiveness of cities. This article adopts the methods of literature research and qualitative analysis, starting from the process of urbanization and the inevitability of "urban brand", summarizes the development status of domestic and foreign urban brand theory, introduces the city marketing, exhibition economy, and so on. Taking the achievements of Northeast Asia Exposition and the future development trend as an example, it combines the development history of Changchun City and the development history of existing urban brands in Changchun City. This paper expounds the orientation of Changchun's future urban core brand and its ways of shaping, and points out the roles that enterprises, governments, talents and citizens of Changchun should play in the shaping of the brand of Changchun's core city.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F299.27

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