杭州城市品牌国际化传播类活动“Ⅰ”策划方案及阐释

发布时间：2018-01-19 14:45

本文关键词： 城市品牌国际化深度体验策划方案　出处：《浙江大学》2014年硕士论文　论文类型：学位论文

【摘要】：在当代市场营销中,品牌化始终是其中的一个核心内容,城市的品牌化问题也是近年来理论界研究的一个新的热点问题。国际的城市品牌传播,是近年杭州打造“生活品质之城”的重点方向之一。 Ⅰ活动1是一个展现杭州“东方品质之城”和东西方文化高度融合的城市品牌国际化传播类活动,旨在通过体验交流、对话研讨等活动形式,推动东西方生活文化的对话、交流与融合,进而提升杭州城市品牌的国际知名度、美誉度和影响力,并带动杭州的品牌行业、品牌产品、品牌人物走向国际。但从2008年举办至今,由于缺乏清晰的传播理念,广泛的传播范围和新颖的活动形式,影响力一直未达到预期效果。 2013年8月,我实习所在的某报业集团下属旅游工作室受主办方委托,参与了I活动的内容讨论。我全程参与了活动方案从调整到最终定型,以及活动各专项开展过程中的系列报道。 2013年10月16日“I”活动正式拉开序幕,各专项体验活动也于9月至11月陆续开展。2013年的活动不仅在形态上更为丰富,在理念、定位和设计上也做了大力转变——以提升文化内涵和强化市民参与为重点,将全民参与理念贯穿始终,为杭州举办城市品牌传播类活动带来了突破意义和借鉴意义,也为杭州走向国际化提供了示范效应。
[Abstract]:In the contemporary marketing, branding is always a core content, the brand of the city is also a new hot issue in recent years. Hangzhou in recent years to create a "city of quality of life" one of the key directions. Activity 1 is an international communication activity of Hangzhou "the City of Oriental quality" and the highly integrated culture of the East and West. It aims to exchange experiences and discuss with each other. To promote the dialogue, exchange and integration of eastern and western life culture, and further enhance the international reputation, reputation and influence of Hangzhou city brand, and promote the brand industry and brand products of Hangzhou. But since 2008, due to the lack of clear communication idea, wide range of communication and new forms of activities, the influence has not reached the expected results. In August 2013, a travel studio affiliated to a newspaper group where I worked as an intern was entrusted by the organizer to participate in the discussion of the contents of the I activity. I participated in the whole process from the adjustment to the final finalization of the program. As well as the activities of the special development process of a series of reports. October 16th 2013 "I" activities officially opened, the special experience activities are also carried out from September to November. November activities are not only more abundant in form, in the concept. Positioning and design has also made a major change-to enhance the cultural connotation and strengthen the participation of citizens as the focus, the concept of participation of the whole people throughout. It not only brings breakthrough significance and reference significance for Hangzhou to hold brand communication activities, but also provides a demonstration effect for Hangzhou to internationalize.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F299.2;F273.2

【共引文献】