“一带一路”战略下西安城市品牌再定位与跨文化推广的策略探析

发布时间：2018-06-23 02:09

本文选题：“一带一路” + 城市品牌　；参考：《现代营销(下旬刊)》2016年06期

【摘要】：随着丝绸之路重新纳入国家核心战略部署,城市为了获得更大的发展和经济增长开始寻求城市品牌形象的推广,并使之带动旅游、吸引外资、人才和扩大外界影响。西安紧抓有利战略机遇,全方位实施对外开放的新引擎,依托地缘、资源、文化、贸易等方面的先天优势,高效谋划,提出建设丝绸之路经济带重要支点。本文重点分析在跨文化的角度如何对本土城市形象进行传播,使目标受众对城市品牌价值观念产生认同,降低文化折扣的同时传播可使双方共同接受和尊重的第三方文化。文章通过对西安城市SWOT进行分析,从西安跨文化品牌策略的构成要素出发,就西安城市跨文化推广策略提出建议。
[Abstract]:With the Silk Road being reintegrated into the country's core strategy, cities began to seek the promotion of the city's brand image in order to achieve greater development and economic growth, and make it promote tourism, attract foreign investment, talent and expand the external influence. Xi'an grasps the favorable strategic opportunity, implements the new engine of opening to the outside world in all directions, relies on the geographical, the resources, the culture, the trade and so on innate superiority, highly efficient plan, proposes the construction silk road economic belt important fulcrum. This paper focuses on how to spread the image of the local city from the cross-cultural point of view, so that the target audience will identify with the value of the city brand, and reduce the cultural discount and spread the third-party culture which can be accepted and respected by both sides at the same time. Based on the analysis of the SWOT of Xi'an city, this paper puts forward some suggestions on the cross-cultural promotion strategy of Xi'an city based on the elements of the cross-cultural brand strategy in Xi'an.
【作者单位】：西北大学现代学院;
【基金】：西安社科基金《“一带一路”战略下先品牌形象跨文化传播的策略研究》(编号:16X29)
【分类号】：F299.27;F125

【相似文献】