基于受众感知的城市品牌构建研究

发布时间：2018-03-15 11:06

本文选题：受众感知　切入点：城市品牌　出处：《山东大学》2008年硕士论文　论文类型：学位论文

【摘要】： 21世纪是城市发展和竞争的世纪,城市营销理念应运而生,城市品牌作为一种新的、符合现实要求的城市发展战略,伴随着城市营销趋势的不断增长,成为各城市不容忽视的致胜利器。最近几年,国内掀起了经营城市的热潮,许多城市也相继提出了塑造具有本地域特色的城市品牌的理念。由于国内城市品牌意识的起步较晚,对城市品牌的认识还不全面,大多数城市将城市品牌理解为城市的美观漂亮,更注重于城市硬件的建设,而没有综合考虑社会经济、历史文化等诸多因素,尤其没有树立城市竞争意识。另外,城市品牌建设方面,相互模仿、盲目攀比,导致城市品牌的同质化、表面化。大多数城市在城市品牌塑造时,缺乏系统的指导思想,操作思路不明确。相对城市品牌建设的实践而言,国内对于城市品牌的相关理论研究处于滞后状态,更多的是从城市与区域经济关系、城市产业发展等角度看待城市的发展,而没有从品牌管理的层次对城市品牌塑造进行系统地研究。鉴于城市品牌在城市发展中的重要意义,以及现有城市品牌理论研究的严重欠缺,本文选择“基于受众感知的城市品牌构建研究”这一崭新的课题作为研究方向,深入、系统地探讨城市品牌的基本理论、城市品牌塑造机制、城市品牌传播及受众评价等几个城市品牌相关的关键问题,来丰富和深化城市品牌理论,为城市管理者提供有力的理论支持。本文在阅读大量相关文献的基础上,对城市品牌相关研究文献进行评述,将以往相关的研究文献划分为基于“主体”的城市品牌建设及基于“受众”的城市品牌建设,提出了文章“受众感知”的研究视角。本文的主体部分从城市品牌的塑造、城市品牌的传播、城市品牌的受众评价以及品牌重构等几个方面,讨论了城市品牌的构建的全过程。首先分析了城市品牌经营的主体及城市品牌受众的偏好,介绍了在分析受众感知的基础上城市品牌的塑造过程,包括城市品牌的定位、生成;在城市品牌传播的分析中,对城市品牌传播的受众驱动机理做出了分析,在此基础上将整合营销传播的相关内容引入到城市品牌的传播过程中去,提出了城市品牌整合营销传播全过程的方式方法;城市品牌的评价部分,从受众对现有城市品牌评价的角度,构建了城市品牌的受众评价模型,并指出引起城市品牌重构的几种情况;最后对全文进行了总结与展望。本文的第三、四、五章是全文的重点部分,论文的创新点也出于此。本文的创新点主要是:在城市品牌文献综述的基础上,把城市品牌研究分解成为基于“主体”的研究和基于“受众”的研究,对城市品牌的受众进行了归类;从受众感知的角度系统探讨了城市品牌的塑造机制,提出了城市品牌塑造过程中受众期望对品牌定位的影响,建立了基于受众调研的城市品牌塑造模式;由于整合营销传播理论注重传播者与受众的互动机制,因此本文将整合营销传播理论引入到城市品牌的传播过程中,提出了城市品牌整合营销传播的方式方法;另外,作为一种受众反馈机制,本文从受众的角度构建了城市品牌的受众评价方法。城市品牌是一个全新的课题,本文从营销学中品牌的理念出发,经过抽象化处理将其运用于城市营销中,从理论上为城市品牌主体如何开展城市品牌营销提出了一套完整可行的方案,对于正在或将要进行城市品牌营销的决策者们来说具有一定的参考价值。
[Abstract]:The twenty-first Century is the century of city development and competition, city marketing idea came into being, the city brand is a kind of new and realistic requirements of city development strategy, with the growing trend of city marketing, become the city can not be ignored the winning weapon. In recent years, the domestic city business boom, many city have the shape of the local characteristics of the city brand concept. Due to the late start of the domestic city brand awareness, understanding of the city brand is not comprehensive, most of the city will be understood as the city brand city beautiful construction, pay more attention to the hardware city, without considering the social and economic history, cultural and many other factors. Especially city did not establish a sense of competition. In addition, the city brand construction, imitate each other, blindly, leading to the city brand homogeneity, most of the surface. In the city brand building, the city lacks the systematic guiding ideology and the operation idea is not clear.
The practice of city brand construction, the relevant theoretical research for the domestic city brand lagged behind, more from the city and regional economic relations, the view of City Industrial Development View of the development of the city, and no establishment systematically research on city brand from the level of brand management. In view of the important significance of city brand in the city in the development, and the serious lack of the existing theories of city brand, this paper chooses the audience perception of city brand based on research on the construction of a new topic as the research direction, deeply, systematically explore the basic theory of city brand, city brand city brand communication mechanism, and their evaluation of several key problems of city brand the city, to enrich and deepen the brand theory, provide strong theoretical support for the city managers.
Based on reading a lot of literature, the city brand related research literature review, the relevant literature is divided based on the "subject" of the city brand construction and based on the "audience" of city brand construction, puts forward the research perspective of the article "perception of audience". The main part of this article from the building city brand the spread of city brand, city brand and audience evaluation of brand reconstruction and so on several aspects, discusses the process of constructing the city brand. First analyzes the main city brand management and city brand audience preferences, the shaping process of city brand based on the analysis of audience perception, including location, city brand the formation of city brand communication; in the analysis, the city brand communication audience driving mechanism to make the analysis, on the basis of integrated marketing communication related The content is introduced into the communication process of city brand to put forward the method of city brand integrated marketing communication process; evaluation of city brand, from the audience to the existing city brand evaluation perspective, constructs the audience evaluation model of city brand, and pointed out that the situation caused by several city brand reconstruction; at the end of this thesis. Summary and outlook.
The third, fourth, the five chapter is the key part of the thesis, the innovation of this paper is for this. The main innovation of this paper is: Based on literature review on the city brand, city brand research into based on "subject" research and based on the "audience" in the study of city brand audience classified to explore the mechanism of city brand building; from the perspective of customer perception system, put forward the city branding process audience expectations impact on brand positioning, establish the city brand strategy based on audience research; the interaction mechanism of integrated marketing communication theory to the communicator and the audience, so the integrated marketing communication theory into the propagation process of city brand, and puts forward the method of integrated marketing communication of city brand; in addition, as a feedback mechanism, this paper from the perspective of the audience construct The method of evaluating the audience of the city brand.
The city brand is a new topic, this article from the marketing of the brand concept, through abstraction applied in city marketing, theoretically puts forward a complete set of feasible solution for the subject of how to carry out the city brand city brand marketing, has a certain reference value for the city is or will be carried out brand marketing decision makers.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F290

【引证文献】