广州恒大俱乐部对广州城市形象的传播研究

发布时间：2018-01-12 16:17

本文关键词：广州恒大俱乐部对广州城市形象的传播研究　出处：《西南政法大学》2015年硕士论文　论文类型：学位论文

【摘要】：一座城市的历史、经济与文化等因素均影响着城市的综合发展,也影响着城市的形象及知名度。在日益崛起的城市化发展进程中,城市形象作为城市符号起到了宣传城市的作用,对城市形象的塑造、传播以及城市的综合发展有着巨大的推动作用。而通过城市形象营销手段,是塑造一座城市形象的途径之一。其中,体育营销逐渐成为了日益重要的城市形象塑造手段,而举办体育赛事是其中一条重要的途经。城市通过举办体育赛事,不仅丰富市民的文化生活,也为城市、国家之间的文化交流创造了良好的平台,提升了举办城市的文化软实力。例如北京奥运会和广州亚运会等大型赛事的举办,都是体育赛事对城市形象传播的实际例子。近年来,随着广州恒大足球的发展,广州恒大足球俱乐部作为目前广州市的一部分,也是一个对外自我形象宣传和建设的窗口。目前广州恒大足球队除了通过一系列比赛的优秀成绩来提升广州的城市名声外,还大大改善了广州市的球市氛围,其中包括了比赛日的经济收益、球迷气氛以及饱含岭南文化的海报设计。广州恒大在宣传球队的同时,也使得广州独特的粤语文化、岭南文化得以推广。通过分析广州恒大足球俱乐部的成长轨迹及夺冠历程,不仅能呈现其发展状况,更能体现其对广州城市形象传播的影响。尽管广州恒大取得一些骄人成绩,但是与世界著名俱乐部的差距,与拜仁慕尼黑、西班牙巴塞罗那、洛杉矶湖人等在世界范围内有着巨大影响力的球队相比,还存在一定的差距。这些城市因为体育赛事的举办,而成为了广泛关注的城市,球队品牌也代表了城市的形象,成为城市的符号,是非常成功的城市品牌塑造例子。因此,本文通过资料收集、数据研究及调查研究等方式,探究广州恒大足球队与广州城市形象传播的关系,并思考广州恒大俱乐部对广州城市形象传播有哪些影响以及足球俱乐部应该如何扩大城市形象传播效应。本文将分四部分对上述问题进行论述。第一部分是对广州足球赛事的发展情况进行概述,包括广州足球建队初期、职业联赛时期以及现在的广州恒大时期概况。第二部分是广州城市形象的建构历程。从“羊城”广州、到商业广州、民主广州,到改革开放及其延伸的负面形象到借助亚运契机重塑新广州的城市形象,详细概述了广州城市形象在社会发展过程中的转变。第三部分是研究广州恒大俱乐部对广州城市形象的影响,分析广州恒大如何推动城市体育事业发展,增强对广州的认同感,探究其对广州业余足球赛事以及对广州体育氛的围响。第四部分是研究广州恒大俱乐部如何扩大城市形象传播效应。本文认为,广州恒大在推动广州城市体育文化、弘扬广州城市精神、增强城市认同感、推动城市社会发展、提高城市形象及知名度、提高民众凝聚力和提高经济效益等方面均作出了不可估量的贡献。尽管如此,广州恒大离“一支球队代表一座城市”的目标还有距离,一方面可学习国际知名城市利用体育赛事传播城市形象的案例;另一方面,广州恒大俱乐部可在加强媒体传播、管理球迷形象、增加广州元素与足球赛事融合度、开展社区草根足球赛事、开展球队公益活动以及建设专业性球场等方面扩大城市形象传播效应。
[Abstract]:A city's history, economic and cultural factors affect the comprehensive development of the city, but also affects the city's image and visibility. In the process of development of the city's rising, the image of the city as a symbol of the city to city propaganda role, shaping the image of the city, has a huge boost effect of comprehensive development and dissemination of city and city image by means of marketing, is a way of shaping the image of the city. Among them, sports marketing has become increasingly important means of shaping the image of the city, and the sports event is one of the important ways. The city by hosting sports events, not only enrich the cultural life of the people also, for the city, the cultural exchange between the countries to create a good platform, to enhance the cultural soft power of the host city. For example, the Beijing Olympic Games and Guangzhou Asian Games and other major events, Are examples of sports image of the city. In recent years, with the rapid development of Guangzhou Hengda football, Guangzhou Hengda football club as part of the city of Guangzhou, is also a foreign publicity and self construction window. At present, Guangzhou Hengda football team in addition to the outstanding achievement of a series of games to promote Guangzhou City fame, but also greatly improved the city of Guangzhou City, including the ball game day atmosphere, economic benefits, atmosphere and culture of South of the Five Ridges fans full of poster design. Guangzhou Hengda in the propaganda team at the same time, also makes Guangzhou unique Cantonese culture, promote south of the Five Ridges cultural heritage. Through the analysis of the growth trajectory and win the course of Guangzhou Hengda football the club, not only show the development condition, more can reflect the influence on Guangzhou city image spread. Although Guangzhou Hengda has made some remarkable achievements, But with the world famous club in Bayern and Munich, between Spain and Barcelona, compared to the Losangeles Lakers have great influence in the world within the scope of the team, there is a certain gap. Because these city sports events has become widespread concern in the city, the team brand also represents the image of the city, a city the symbol, is an example of building city brand very successful. Therefore, through data collection, data research and investigation, explore the relationship between Guangzhou Hengda football team and the Guangzhou city image spread, and think about what is the impact of the Guangzhou Hengda club and football club should be how to expand the city image dissemination effect on the dissemination of the image of the city of Guangzhou in this paper. Will be divided into four parts to discuss the above problems. The first part is the overview of the development of Guangzhou football, including Football team of the League early occupation period and now the Guangzhou Hengda period. The second part is the process of the construction of the image of the city of Guangzhou. From Guangzhou, "Yangcheng" to commercial Guangzhou, the Democratic Republic of Guangzhou, to the negative image of reform and opening up and the extension of the Asian games to help reshape the new image of the city of Guangzhou, Guangzhou are summarized in detail. Change the image of the city in the process of social development. The third part is the study of Guangzhou Hengda Club impact on the image of the city of Guangzhou, Guangzhou Hengda analysis how to promote the development of sports in the city of Guangzhou, to enhance the sense of identity, to explore the Guangzhou amateur football and the Guangzhou sports atmosphere around the ring. The fourth part is the study of Guangzhou Hengda club how to expand the city image dissemination effect. This paper argues that the Guangzhou Hengda in the promotion of Guangzhou city sports culture, carry forward the spirit of Guangzhou City, enhance the city identity Sense, promote the city social development, improve the city's image and visibility, enhance the cohesion of the people and improve the economic benefit and have made an invaluable contribution. Nevertheless, Guangzhou Hengda from a team representing a city "goal as well as the distance, one can learn the internationally renowned city by city image communication of sports events the case; on the other hand, the Guangzhou Hengda club can strengthen the media management, fan image, increase the elements of Guangzhou football matches and degree of integration, the development of community grass-roots football matches, expand the image of the city to carry out public welfare activities and the effect of the team construction of professional course and so on.

【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G843

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