我国城市品牌传播效果研究
发布时间：2018-09-08 15:01
【摘要】： 经济全球化及中国城市化进程的加速要求城市走品牌经营的道路,通过竞争获取城市发展的资源,追求经济、社会、科技、文化和人口、资源、环境的协调发展,最终促进城市发展的良性循环。在当今信息社会中,资讯发达,传播学研究深入到许多领域,为人们打开了一扇不同以往的感受之窗,让很多复杂的事物清晰呈现。对于城市的发展和竞争而言,同样需要传播学的观点和方法,展现战略的观点和沟通的智慧。城市品牌的传播作为城市建设中的一项重要手段,成为提升城市竞争力的一种重要方式。许多城市纷纷把品牌传播作为城市形象宣传的指导思想,进行了一系列的城市的宣传活动。运用传播学理论分析城市品牌传播,可以搭建一座沟通城市管理学学和传播学的桥梁,让城市在激烈的市场竞争中突显自己的特点,避免发展目标缺失、城市同质化程度高等问题。 本文运用传播学的理论进行研究分析,从城市品牌的传播主客体、传播内容、传播媒介三个方面,采取了定量与定性分析相结合的方法,构建了城市品牌传播效果评估指标体系。它是指导城市品牌传播工作的基本框架和评价城市品牌传播效果状况的基础依据,更能反映城市品牌传播效果这一主观认知度很强的概念的特征。最后,本文以大连为例进行了实证分析,通过对数据的分析处理,分析了大连市城市品牌传播效果的状况,并提出了相应的提升城市品牌传播效果的建议。 总体而言,本文就如何评价城市品牌的传播效果给出了自己的思路,并试图探索研究城市品牌传播问题的新框架和新方法,对于城市管理者进行城市品牌的建设与传播有一定的参考价值。
[Abstract]:The acceleration of economic globalization and urbanization in China requires cities to take the road of brand management, to obtain resources for urban development through competition, and to pursue the coordinated development of economy, society, science and technology, culture and population, resources and environment. Finally promote the virtuous circle of city development. In today's information society, with the development of information, the study of communication has gone deep into many fields, which has opened a window of different feelings for people, and made many complicated things appear clearly. For the development and competition of cities, we also need the ideas and methods of communication, the viewpoint of strategy and the wisdom of communication. As an important means of urban construction, urban brand communication has become an important way to enhance the competitiveness of cities. Many cities regard brand communication as the guiding ideology of city image propaganda and carry out a series of city propaganda activities. Using the theory of communication to analyze the urban brand communication, we can build a bridge between the study of urban management and communication, so that cities can highlight their own characteristics in the fierce market competition and avoid the lack of development goals. The city homogenization degree is high and so on. Based on the theory of communication, this paper adopts the method of combining quantitative and qualitative analysis from three aspects: the subject and object of urban brand communication, the content of communication and the media. The evaluation index system of urban brand communication effect is constructed. It is the basic frame for guiding the work of urban brand communication and the basis for evaluating the effect of urban brand communication. It can also reflect the characteristics of the subjective concept of the effect of urban brand communication. Finally, this article takes Dalian as an example to carry on the empirical analysis, through the analysis processing to the data, has analyzed the Dalian city brand communication effect situation, and has proposed the corresponding promotion city brand communication effect suggestion. In general, this paper gives its own ideas on how to evaluate the effect of urban brand communication, and tries to explore a new framework and method to study the problem of urban brand communication. It has certain reference value for city manager to build and spread city brand.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G206
本文编号：2230863
[Abstract]:The acceleration of economic globalization and urbanization in China requires cities to take the road of brand management, to obtain resources for urban development through competition, and to pursue the coordinated development of economy, society, science and technology, culture and population, resources and environment. Finally promote the virtuous circle of city development. In today's information society, with the development of information, the study of communication has gone deep into many fields, which has opened a window of different feelings for people, and made many complicated things appear clearly. For the development and competition of cities, we also need the ideas and methods of communication, the viewpoint of strategy and the wisdom of communication. As an important means of urban construction, urban brand communication has become an important way to enhance the competitiveness of cities. Many cities regard brand communication as the guiding ideology of city image propaganda and carry out a series of city propaganda activities. Using the theory of communication to analyze the urban brand communication, we can build a bridge between the study of urban management and communication, so that cities can highlight their own characteristics in the fierce market competition and avoid the lack of development goals. The city homogenization degree is high and so on. Based on the theory of communication, this paper adopts the method of combining quantitative and qualitative analysis from three aspects: the subject and object of urban brand communication, the content of communication and the media. The evaluation index system of urban brand communication effect is constructed. It is the basic frame for guiding the work of urban brand communication and the basis for evaluating the effect of urban brand communication. It can also reflect the characteristics of the subjective concept of the effect of urban brand communication. Finally, this article takes Dalian as an example to carry on the empirical analysis, through the analysis processing to the data, has analyzed the Dalian city brand communication effect situation, and has proposed the corresponding promotion city brand communication effect suggestion. In general, this paper gives its own ideas on how to evaluate the effect of urban brand communication, and tries to explore a new framework and method to study the problem of urban brand communication. It has certain reference value for city manager to build and spread city brand.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G206
【引证文献】
相关硕士学位论文 前7条
1 张茜;旅游宣传品推广效果研究[D];重庆师范大学;2011年
2 杜刚;超市海报广告效果影响因素研究[D];辽宁大学;2011年
3 鞠庆东;城市体育品牌塑造过程研究[D];福建师范大学;2011年
4 刘娜;网络媒体中的城市形象传播研究[D];西北大学;2010年
5 吴媛媛;旅游目的地品牌传播效果研究[D];华东师范大学;2010年
6 朱群星;《长沙晚报》城市形象报道研究[D];湖南大学;2012年
7 张潇;公交移动电视对城市形象的塑造研究[D];西北师范大学;2012年
，本文编号：2230863
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2230863.html
