我国城市文化品牌的塑造与传播研究

发布时间：2018-01-22 23:48

本文关键词： 城市文化品牌城市CCIS理论品牌传播　出处：《中南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 城市是一个国家或地区民族文化的高地,城市的形成和发展,是文化的凝聚与驱动,城市的活力也来源于文化的魅力。在经济全球化大背景下,随着城市化的快速推进,城市和其他商品一样,也要面对来自国内和国际市场的激烈竞争。为了在日益加剧的城市竞争当中保持优势地位,许多城市都积极探索能够提升城市竞争力的方式和方法。发展城市文化品牌,走可持续的城市发展路线成为当今许多新型城市的选择。本文在分析国内外城市文化品牌发展现状与问题的基础上,运用传播学的相关知识,以“城市文化品牌”的塑造与传播为切入点,首次综合引入城市CCIS理论与品牌传播理论,理论结合实际,对如何塑造和传播城市文化品牌进行了深入分析和研究。首先,本文梳理了近几年来国内外对城市品牌理论的研究现状,并以此为基础剖析了塑造与传播城市文化品牌对于发展城市经济、文化以及参与国际、国内城市竞争的现实意义。其次,深入分析了我国城市文化品牌的发展现状以及存在的定位趋同、个性不明显、城市精神旁落、品牌传播不到位等问题。再次,针对城市文化品牌在塑造与传播方面的主要问题,根据文化品牌本身的特性,从城市文化品牌塑造与传播的原则、策略等方面,提出了具体的对策与建议。最后,以我国典型的文化品牌城市青岛为案例,从文化品牌塑造与传播的角度,分析了青岛市文化品牌建设的具体措施及所取得的成效,为我国其他城市发展城市文化品牌提供可借鉴的发展模式。
[Abstract]:The city is the highland of the national culture of a country or region, the formation and development of the city, the cohesion and drive of the culture, the vitality of the city also comes from the charm of the culture, under the background of the economic globalization. With the rapid development of urbanization, cities, like other commodities, have to face fierce competition from domestic and international markets. Many cities are actively exploring ways and means to enhance the competitiveness of cities. It is the choice of many new cities to develop urban cultural brands and take sustainable urban development routes. Based on the analysis of the current situation and problems of the development of urban cultural brands at home and abroad, this paper applies the relevant knowledge of communication to the creation and dissemination of "urban cultural brands" as the starting point. The first comprehensive introduction of urban CCIS theory and brand communication theory, theory combined with practice, how to shape and spread the city culture brand in-depth analysis and research. This article combs the domestic and foreign research status of the urban brand theory in recent years, and on this basis analyzes the shaping and dissemination of urban cultural brand for the development of urban economy, culture and participation in the international. Secondly, in-depth analysis of the status quo of the development of urban cultural brands and existing positioning convergence, personality is not obvious, urban spirit falls, brand communication is not in place and so on. In view of the main problems in shaping and spreading of urban cultural brand, according to the characteristics of cultural brand itself, from the city cultural brand shaping and dissemination of the principles, strategies and so on. Finally, taking the typical cultural brand city of Qingdao as a case, from the perspective of cultural brand shaping and dissemination. This paper analyzes the concrete measures and achievements of the cultural brand construction in Qingdao, and provides a model for the development of the cultural brand in other cities in China.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G124

【引证文献】