城市品牌形象的识别要素研究

发布时间：2018-02-03 16:33

本文关键词： 城市品牌城市形象品牌形象识别要素　出处：《中南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 城市品牌形象是指构成城市的各种要素之总和在城市公众心目中的整体印象和实际评价;是在调研基础上,综合城市历史及现状进行客观分析,从长远的目光发展和建设城市。从视觉传达角度来看,城市品牌形象的识别是城市精神、城市行为及城市视觉形象等要素通过其特色识别被公众认知的结果。随着当代社会经济的日益发展,城市品牌形象的研究成为提升该城市综合竞争力的强力手段,结合当前国家提出建设“资源节约型和环境友好型社会”的战略构想,对城市品牌形象的识别要素研究具有现实指导意义。本文从CIS的角度,结合城市其他相关学科,在城市品牌形象识别原理的基础上,阐述了城市品牌形象的本质,指出对其研究的意义及目的,归纳总结了城市品牌形象的四个识别特性,并对其识别要素进行分类、整合研究,为城市品牌形象的研究提供理论依据。尝试性地分析了长沙城市品牌形象的识别要素,并对其精神识别要素加以细化。全文分为五个章节,按从理论到实践、抽象到具体的逻辑顺序展开论证。首先,运用从生理视觉和心理感知两方面分析了城市品牌形象的识别原理;其次,在研究国内外现状及发展的基础上,分析城市品牌形象的识别本质,并结合“两型社会”发展战略和可持续发展观,探讨了城市品牌形象的差异性、规范性、持久性和可执行性的识别特性,为城市品牌形象的识别要素研究奠定基础;再次,结合企业CIS理论及城市其他相关学科,通过不同的分类方法深入研究了城市品牌形象的识别要素,即城市精神识别、城市感官识别、城市行为识别和城市的环境与空间识别;最后,通过对长沙城市品牌形象的实态分析,引发了对长沙城市精神识别定位的思考,为长沙城市品牌形象的塑造提供探索性方案,旨在对理论研究的成果作进一步论证并指导实践。
[Abstract]:Urban brand image refers to the overall impression and actual evaluation of the sum of the various elements that constitute the city in the eyes of the urban public. Is on the basis of research, comprehensive urban history and status of objective analysis, from the long-term vision of the development and construction of the city. From the perspective of visual communication, the recognition of urban brand image is the spirit of the city. With the development of modern society and economy, urban behavior and city visual image are recognized by the public through their characteristics. The study of urban brand image has become a powerful means to enhance the comprehensive competitiveness of the city, combining with the current national strategic concept of "resource-saving and environment-friendly society". The research on the identification elements of urban brand image has practical guiding significance. From the point of view of CIS, combined with other related disciplines of city, on the basis of the principle of urban brand image recognition, this paper expounds the essence of urban brand image, and points out the significance and purpose of its research. This paper summarizes the four identification characteristics of urban brand image, and classifies and integrates the identification elements. It provides a theoretical basis for the study of urban brand image. It tries to analyze the identification elements of Changsha city brand image and refine its spiritual identification elements. The full text is divided into five chapters, according to the theory to practice, abstract to the specific logical sequence of argument. Firstly, the paper analyzes the recognition principle of urban brand image from two aspects of physiological vision and psychological perception; Secondly, on the basis of studying the present situation and development at home and abroad, this paper analyzes the identification essence of urban brand image, and discusses the difference of urban brand image by combining the development strategy of "two types of society" and the concept of sustainable development. Normative, persistent and executable identification characteristics lay the foundation for the study of the identification elements of urban brand image; Thirdly, combined with enterprise CIS theory and other related disciplines, through different classification methods, the identification elements of urban brand image, that is, urban spirit recognition, urban sensory recognition, are studied in depth. Recognition of urban behavior and urban environment and space; Finally, through the actual analysis of Changsha city brand image, it leads to the thinking of Changsha city spirit identification positioning, and provides an exploratory plan for the creation of Changsha city brand image. The purpose is to further demonstrate the results of theoretical research and guide the practice.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F290

【引证文献】