承德城市品牌定位研究

发布时间：2018-01-14 05:09

本文关键词：承德城市品牌定位研究　出处：《河北科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：工业化社会的快速发展和城市化进程的不断加快,这两大主要因素造就了城市品牌化,我国城市发展的历程也充分印证了此规律。在日趋激烈的城市竞争中,在城市综合竞争力成为决定城市明天出路的关键时刻,塑造城市品牌成为了助推城市发展的关键举措。实践证明,城市品牌定位是城市品牌建设的核心所在,城市品牌存在的价值更多的体现于它在市场上的精准定位和不可替代的个性。本文以城市品牌定位为切入点和核心内容,通过对城市品牌定位相关理论进行研究,并结合承德实际对其在实证方面做出探讨性的应用。文章采用规范研究和实证研究相结合的模式,首先在第一章和第二章对城市品牌定位的国内外研究现状和有关理论进行研究,从而巩固论文研究的理论基础。第三章采用文献分析等研究方法对承德品牌定位的环境与资源进行详细分析。第四章在实地调查的基础上,应用城市定位方法对承德城市品牌定位进行例证分析,并最终为承德提出了“北方休闲之都”城市品牌定位。文章最后一个部分,围绕承德“北方休闲之都”城市品牌定位的实施,提出了一些可行性的意见和建议。
[Abstract]:The rapid development of the industrialized society and the acceleration of the urbanization process, these two main factors have brought up the city brand, and the course of the city development in our country has fully confirmed this rule, in the increasingly fierce city competition. At the critical moment when the comprehensive competitiveness of the city becomes the key to decide the way out of the city tomorrow, shaping the city brand has become the key measure to promote the development of the city. Practice has proved that the positioning of the city brand is the core of the construction of the city brand. The value of the existence of urban brand is more reflected in its precise positioning and irreplaceable personality in the market. This paper takes the positioning of urban brand as the starting point and core content. Through the study of urban brand positioning theory, and combining the actual Chengde to make an exploratory application in the empirical aspects. This paper adopts the model of normative research and empirical research. First of all, in the first and second chapters, the domestic and foreign research status and related theories of urban brand positioning are studied. So as to consolidate the theoretical basis of the paper. Chapter three uses literature analysis and other research methods to analyze the environment and resources of Chengde brand positioning in detail. Chapter 4th on the basis of field investigation. This paper applies the method of city positioning to the analysis of Chengde city brand positioning, and finally puts forward the city brand positioning of "North leisure capital" for Chengde. The last part of the article. Based on the implementation of brand positioning in Chengde's North Leisure Capital, some feasible suggestions and suggestions are put forward.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.27

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