南京市六合区城市品牌发展研究

发布时间：2018-03-18 23:23

本文选题：政府　切入点：市场　出处：《南京大学》2014年硕士论文　论文类型：学位论文

【摘要】：城市品牌具有集体性质的公共品牌属性,是一项极具专业性质的系统工程,因此,城市品牌塑造、推广与发展不能纯粹依靠政府或是推给市场,而必须秉持“政府统筹、企业主导、社会协同”的原则,目前,对于城市品牌方面的研究,各文献着重于不是微观的企业名牌的创建和集群效应,就是具体的城市品牌衡量细分要素,从政府角度,以全局、系统角度阐述城市品牌发展的文章寥寥无几。众所周知,我国政府在城市品牌发展方面起着举足轻重的作用,无论是城市规划、城市建设、城市精神、城市文化、产业的集中分布、生态环境以及城市市民的素质等,都与城市的管理方——政府,有着密不可分的联系。因此,对于城市品牌发展,只有以公共管理的视角去切入,利用政府与市场关系理论,才能抓住城市品牌发展问题的核心。本文通过阐述政府与市场关系、我国的政府职能转变、城市品牌发展指标模型、城市品牌发展市场失灵等理论,一方面揭示政府在城市品牌发展中的定位、作用,另一方面通过城市品牌发展成熟指标模型的分析,以公共管理视角提炼城市品牌发展的三大核心指标要素即城市化、品牌化、理念化。其中,城市化指标包括政治要素、经济要素、社会要素、环境要素等,品牌化指标包括知名度、联想度、美誉度等要素,理念化包括政府经营理念和市民价值取向等关键要素。选取核心指标和关键要素来设计问卷调查,通过对六合、溧阳两地城市品牌发展进行感知度对比,挖掘六合城市品牌发展积累的基础优势条件,指出六合政府在城市品牌发展中存在的错位、缺位问题,借鉴溧阳等城市品牌发展经验及其政府的正确角色定位,基于六合实际情况提出可行性政策建议。
[Abstract]:Urban brand has the attribute of collective public brand, it is a very professional system engineering. Therefore, urban brand building, promotion and development must not rely solely on the government or push to the market, but must adhere to the "government as a whole," The principle of enterprise-led and social synergy. At present, for the study of urban brands, the literature focuses on the creation and cluster effect of either micro enterprise brands or specific urban brand measurement and subdivision elements, from the government's perspective. As we all know, our government plays an important role in the development of urban brand, whether it is urban planning, urban construction, urban spirit, urban culture. The concentration and distribution of industry, the ecological environment and the quality of urban citizens are all closely related to the management of the city-the government. Therefore, for the development of urban brands, only from the perspective of public management to cut into, Only by using the theory of the relationship between government and market can we grasp the core of the problem of urban brand development. This paper expounds the theory of the relationship between government and market, the transformation of government function in our country, the index model of urban brand development, the market failure of urban brand development, etc. On the one hand, it reveals the position and function of the government in the development of urban brand, on the other hand, through the analysis of the mature index model of the development of urban brand, it extracts the three core index elements of the development of urban brand from the perspective of public management, that is, urbanization and branding. Among them, the indicators of urbanization include political, economic, social, environmental and other factors, and brand indicators include factors such as popularity, association, reputation, etc. Conceptualization includes the key elements such as government management concept and citizen value orientation. The core indicators and key elements are selected to design a questionnaire survey. Through the comparison of the perception of the two cities' brand development in Liuhe and Liyang, This paper excavates the basic advantages of the development and accumulation of Liuhe city brand, points out that the government of Liuhe city has the problems of dislocation and vacancy in the development of the city brand, and draws lessons from the experience of the development of Liyang city brand and the correct role of the government. Put forward feasible policy suggestions based on the actual situation.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.27

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