品牌学视域下的合肥城市形象的建构研究

发布时间：2018-06-15 05:49

本文选题：合肥城市形象 + 城市品牌形象　；参考：《合肥工业大学》2015年硕士论文

【摘要】：合肥作为安徽省的省会,在纳入长三角副中心城市群之后,面临着全新的机遇和挑战,在城市的建设和发展中,亟需塑造个性化城市品牌形象,从而提升城市竞争力。在经济发展、文化进步、科技创新、生态保护等各个层面统筹发展,打造长三角强势品牌。本文的研究重点就在于从品牌学的角度来审视合肥的城市形象,统筹各项要素,探索城市品牌形象的提升路径。首先,在众多既往研究的基础之上建立城市品牌形象的研究框架,通过文献资料、案例分析等方式构建本文的理论框架、确定研究重点。通过抽样调查,数据统计分析,了解受众对合肥城市品牌形象的认知,为下一步的研究奠定基础。其次,在已有的理论基础上,结合自身的研究重点以及调查数据,构建了“识别要素、经济要素、环境要素”的评估指标,并以此为基础,对合肥的城市品牌形象的现状进行剖析,对存在问题作进一步的探索研究。最后,从评估现状出发,提出具有针对性的措施,这也是本文重点所在。从“识别、经济、环境”三大要素构建五部分内容。识别要素主要包括城市定位、城市精神、城市视觉三大部分,其中沿用了“大湖名城”的城市定位,提出了“创新、包容、公正”的城市精神以及充满湖城气息的视觉体系。经济部分主要是从“以上海为中心的长三角副中心城市群”的国家级规划和合肥的自身经济发展展开。环境部分主要包含硬性的景观环境和软性的人文环境两大部分。以“识别、经济、环境”三要素为基础,统筹整个城市品牌的塑造。
[Abstract]:Hefei, as the provincial capital of Anhui Province, is faced with new opportunities and challenges after being incorporated into the sub-center urban agglomeration of the Yangtze River Delta. In the construction and development of the city, it is urgent to create the brand image of the individualized city so as to enhance the competitiveness of the city. In the economic development, cultural progress, scientific and technological innovation, ecological protection and other levels of overall development, to build a strong brand in the Yangtze River Delta. The focus of this paper is to examine the city image of Hefei from the perspective of brand science, coordinate all the elements, and explore the way to promote the city brand image. First of all, on the basis of many previous studies, the research framework of urban brand image is established, and the theoretical framework of this paper is constructed by literature, case analysis and so on, and the research focus is determined. Through sampling survey and statistical analysis, we can understand the audience's cognition of Hefei city brand image, and lay a foundation for the next research. Secondly, on the basis of the existing theory, combining with the research focus and the survey data, the evaluation index of "identifying factors, economic factors and environmental factors" is constructed, and based on this, This paper analyzes the present situation of Hefei's urban brand image, and makes further exploration and research on the existing problems. Finally, from the evaluation of the status quo, put forward targeted measures, which is also the focus of this paper. From the "identification, economy, environment" three major elements to construct five parts of content. The identification elements mainly include three parts: city orientation, city spirit and city vision. Among them, the city orientation of "Great Lakes City" is followed, and the city spirit of "innovation, tolerance and justice" and the visual system full of lake city breath are put forward. The economic part is mainly from the "Shanghai as the center of the Yangtze River Delta sub-center urban agglomeration" national planning and Hefei's own economic development. The environmental part mainly includes two parts: rigid landscape environment and soft humanistic environment. Based on the three elements of identification, economy and environment, the whole city brand is integrated.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TU984

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