延龙图城市形象塑造与城市品牌定位研究

发布时间：2018-06-12 01:20

本文选题：城市形象塑造 + 城市品牌定位　；参考：《延边大学》2009年硕士论文

【摘要】： 随着城市竞争的加剧,有利于城市发展的资源越来越集中在处于优势地位的城市中,如何保持自己的优势,如何在竞争中扬长避短,城市营销者们提出了“塑造城市形象,建设城市品牌”的概念。实践证明,具有鲜明特色和品牌影响力的城市具有较高的城市竞争力。在城市整体发展过程中,全面塑造城市形象,建设城市品牌,提高城市知名度、美誉度和满意度,进而提升城市综合竞争能力。延边是朝鲜族聚居区,延龙图应该依托延边的地缘、人文、资源等城市特色为支点,塑造城市形象,建设城市品牌,提升城市的竞争力。本文以城市形象识别系统的理论为依据,塑造延龙图个性化城市形象;以延龙图城市形象为基础,结合城市品牌定位模型,提出延龙图的城市品牌定位。因此,本文是以形象塑造和品牌定位为切入点和内容核心,对延龙图的城市形象和城市品牌做出探讨。本文的第一章主要阐述了研究目的、背景、意义及文章的研究框架和方法、内容。在第二章首先对研究中涉及的理论,如少数民族经济、城市形象、城市品牌,进行了界定。就城市形象塑造和城市品牌定位进行了详细的分析和讨论。接着,在第三章,本文对延龙图作了简要介绍,并提出延龙图的城市定位。理论结合实际,第四章和第五章本文做出了延龙图城市形象与城市品牌的探讨。在第四章,依据城市识别系统模型与理论,构建了延龙图城市形象识别系统。在第五章,结合城市品牌定位模型,探讨了延龙图城市品牌。延龙图因其特殊的地缘、经济、人文而具有特殊性,作者最终提出延龙图“生态民俗旅游地”的城市形象,以“休闲”为核心概念的“朝鲜族生态休闲城市”的城市品牌定位。
[Abstract]:With the intensification of urban competition, resources conducive to urban development are more and more concentrated in the city in an advantageous position, how to maintain their own advantages, how to promote their strengths and circumvent their weaknesses in the competition, city marketers put forward "shaping the image of the city," Practice shows that cities with distinctive characteristics and brand influence have higher competitiveness. In the process of the overall development of the city, we should build the city image, build the city brand, improve the city's popularity, reputation and satisfaction, and then enhance the comprehensive competitiveness of the city. Yanbian is an inhabited area of Korean nationality. Yanlongtu should rely on Yanbian's geographical, cultural and resource characteristics as the fulcrum to shape the city image and build the city brand. Based on the theory of city image identification system, this paper molds the individualized city image of Yilong map, and puts forward the city brand positioning of Yilong map based on the city brand positioning model. Therefore, this paper takes image shaping and brand positioning as the starting point and the core of the content, and discusses the city image and the city brand of Yenlong Tu. The first chapter of this paper mainly expounds the purpose and background of the research. The meaning and the research frame and method of the article, the content. In the second chapter, the author defines the theories involved in the research, such as minority economy, city image and city brand. This paper analyzes and discusses the city image shaping and the city brand positioning in detail. Then, in the third chapter, this paper briefly introduces the Yenlong map, and puts forward the city orientation of the Yenlong map. Combining theory with practice, the fourth and fifth chapters discuss the city image and city brand. In the fourth chapter, according to the model and theory of the city identification system, we construct the Yanlongtu city image recognition system. In the fifth chapter, combined with the city brand positioning model, the paper discusses the Yanlongtu city brand. Yanlongtu has its particularity because of its special geography, economy and humanism. The author finally puts forward the city image of "ecological folk-custom tourist destination" and the city brand positioning of "Korean ecological leisure city" with "leisure" as the core concept.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F299.2;F273.2

【引证文献】