牡丹江市城市品牌建设策略研究

发布时间：2018-03-17 21:20

本文选题：品牌建设　切入点：城市品牌　出处：《哈尔滨工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着工业化、信息化、农业现代化进程的不断加快,城市化的发展速度和规模与日俱增。产业、文化、人才、信息等城市的内部要素开始在各个城市之间展开激烈竞争。在激烈的城市要素竞争中,产业趋同、文脉破坏、人才流失、信息失灵等现代城市病日益显现。千城一化、千城一面等城市发展问题也在城市化的进程中日趋严重。如何彰显城市个性、形成城市自身的独特城市品牌,最大程度吸引外来的投资者和消费者,成为当前城市营销的当务之急。牡丹江市作为黑龙江省东南部的区域性中心城市,近年来,积极重视城市品牌建设,取得一定效果。但与国内外发达地区、发达城市相比,牡丹江城市品牌建设还存在一定差距。因此,充分利用牡丹江市自身比较优势,深度挖掘牡丹江城市特色,打造个性独特、视野宽阔的城市品牌,进一步塑造城市形象、提升城市价值,对实现牡丹江市全面振兴发展具有重要的现实意义。论文以城市营销理论为基础,并结合市场营销学、传播学等理论,通过对牡丹江市城市品牌建设的宏观环境、竞争环境介绍以及对国内外其他城市品牌建设的经验总结,进而根据牡丹江市市情特点,从牡丹江市城市品牌建设的优势、劣势、机会、威胁四个方面进行系统分析,提出了牡丹江城市品牌建设存在城市品牌定位不清、缺乏相关产业支撑、文化资源发掘不够、城市宣传推广理念落后等问题。并从城市品牌建设管理设计的角度,提出牡丹江城市品牌建设应该从战略定位选择、品牌视觉识别系统设计、城市品牌推广等维度进行重点布局。从宏观政策层面上,牡丹江市应重点优化空间、产业布局,深度挖掘城市特色文化,树立城市经营理念。从微观操作层面上,牡丹江市应成立城市品牌建设委员会、以法律法规保障城市品牌营销管理、科学制定城市品牌绩效考核机制、调动城市利益相关者积极参与,确保牡丹江市城市品牌建设有章可循。
[Abstract]:With the development of industrialization, information technology and agricultural modernization, the development speed and scale of urbanization are increasing with each passing day. The internal elements of cities, such as information, are beginning to compete intensely among different cities. In the fierce competition for urban elements, modern urban diseases such as industrial convergence, cultural destruction, brain drain, information failure and so on are becoming increasingly apparent. The problems of urban development, such as a thousand cities, are becoming more and more serious in the process of urbanization. How to highlight the city's personality, form its own unique city brand, and attract foreign investors and consumers to the greatest extent? Mudanjiang City, as a regional central city in southeastern Heilongjiang Province, has paid great attention to urban brand construction in recent years and achieved certain results. But compared with developed regions and developed cities at home and abroad, Mudanjiang City is a regional center city in the southeast of Heilongjiang Province. Therefore, we should make full use of Mudanjiang's own comparative advantages, dig into Mudanjiang's urban characteristics in depth, create a city brand with unique personality and broad vision, and further shape the city's image. It is of great practical significance to promote the value of the city to realize the development of Mudanjiang. This paper is based on the theory of city marketing, and combines the theories of marketing and communication, etc. By introducing the macro environment, competitive environment and experience of other cities in Mudanjiang city, according to the characteristics of Mudanjiang city, the paper analyzes the advantages and disadvantages of Mudanjiang city brand construction. Based on the systematic analysis of the four aspects of opportunity and threat, it is pointed out that the city brand construction in Mudanjiang city has unclear positioning of city brand, lack of support from related industries, and insufficient exploitation of cultural resources. From the point of view of urban brand construction and management design, this paper puts forward that Mudanjiang city brand construction should be based on strategic positioning choice, brand visual identification system design, and so on. From the macro policy level, Mudanjiang City should focus on optimizing the space, industrial layout, digging into the characteristic culture of the city, setting up the urban management idea. Mudanjiang city should set up the city brand construction committee, guarantee the city brand marketing management by laws and regulations, scientifically formulate the city brand performance appraisal mechanism, and mobilize the city stakeholders to participate actively. To ensure that Mudanjiang City brand building has rules to follow.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.27

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