浙江省特色小镇品牌影响力评价及其传播优化策略

发布时间：2018-10-15 18:13

【摘要】：自2015年4月起,随着《浙江省人民政府关于加快特色小镇规划建设的指导意见》的出台,浙江省特色小镇的建设掀起了新一轮的高潮。与此同时,在全球化竞争和多领域商品化的大背景下,有效塑造区域品牌、提升区域品牌影响力已经成为顺应市场需求的一个新兴研究课题。纵观浙江省特色小镇的发展历程,我们发现其已逐渐从构成产业集聚的诸多资源禀赋中,形成具有特色小镇品牌效应的基因因子,继而或多或少地拥有了强弱不等的特色小镇品牌影响力。其中,有善用品牌影响力从而已打造出独一无二小镇名片的特色小镇,也有品牌影响力滥用或缺失从而扼杀小镇灵魂的特色小镇。浙江省特色小镇对于品牌的构建,对品牌影响力的建设亟待提上议程。因此本文欲挖掘浙江省特色小镇与品牌影响力之间的深层联系,通过搜集资料、案例分析、数据盘点及特色归总为主要步骤对浙江省特色小镇这一综合性空间展开精要而系统的研究,得出有理论支持和数据支撑的特色小镇品牌影响力评价指标体系,得出有群众基础和专业观点的浙江省特色小镇品牌影响力排行榜,并在此基础上提出更科学严谨的、更有据可考的特色小镇传播优化策略,进而为推动浙江特色小镇的发展提供有益启示。
[Abstract]:Since April 2015, with the publication of "the guiding opinion of Zhejiang Provincial people's Government on speeding up the Planning and Construction of small towns with characteristics", the construction of small towns with characteristics in Zhejiang Province has set off a new round of climax. At the same time, under the background of global competition and multi-domain commercialization, it has become a new research topic to effectively shape regional brands and promote regional brand influence to meet the market demand. Looking at the development course of the characteristic town in Zhejiang Province, we find that it has gradually formed the gene factor of brand effect of the characteristic town from many resource endowments which constitute the industrial agglomeration. Then more or less has a strong or weak characteristics of small town brand influence. Among them, there are special towns which make good use of brand influence and have created unique small town business cards, but also special towns that abuse or lack brand influence to kill the soul of small towns. The characteristic town of Zhejiang province needs to put on the agenda for the construction of brand and the construction of brand influence. Therefore, this article wants to dig into the deep connection between the special town of Zhejiang Province and brand influence, through collecting data, case analysis, The main step of the data inventory and characteristic integration is to carry out an important and systematic study on the comprehensive space of the small town with special characteristics in Zhejiang Province, and obtain the evaluation index system of the brand influence of the characteristic town with theoretical support and data support. Get the brand influence list of Zhejiang characteristic towns with mass base and professional viewpoint, and put forward more scientific and rigorous, more according to the characteristics of town communication optimization strategy, And then to promote the development of small towns with Zhejiang characteristics to provide useful inspiration.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.27

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