菊花文化节与开封城市形象构建和传播研究
发布时间：2018-08-18 14:42
【摘要】：城市形象是城市综合竞争力的灵魂,可以概括为社会公众对一个城市真实情况的具体感知、客观存在的综合评价以及整体状况的总体印象。开封城市形象所包含的内容是多方面的,概念是多层次、多角度的,表现形式亦是无处不在的。河南开封拥有悠久的建城历史和深厚的文化内涵,是名副其实的“国家历史文化名城”。3000多年的沧海桑田铸就了其丰富的文物遗存、浓郁的古城风貌,开封被冠之以“国家优秀旅游城市”的头衔,当之无愧。历史上的开封曾是魏、梁、晋、汉、周、宋等八个王朝的都城,被誉为“八朝古都”。开封书法传承有序,艺术影响深远,被誉为“中国书法名城”；城内湖泊纵横,水域众多,享有“北方水城”之称。开封是悠久大宋文化的中心,名胜古迹市县皆有,是名副其实的“宋都”；菊花栽培历史悠久、赏花风俗绵远、绚丽多姿的菊花开遍全城,更是被誉为“中国菊花名城”。菊花文化节更是开封悠久历史文化积淀史上的一朵奇葩,对构建和传播开封城市形象具有聚媒效应、口碑效应、名片效应和改善效应。 开封菊花文化节始办于1983年,于2013年正式升级为国家级节会,在历经31个春秋的学习和发展之后,具备了综合性与集聚性、科学性与创造性、直观性与艺术性、国际性与互动性、历史性与现实性等特点和亮点。开封菊花文化节的举办以菊花文化丰富的内涵和积淀为基础,其发展处在开封构建和传播城市形象的重要战略机遇期,顺应了河南繁荣文化产业、构建文化强省的需要。更重要的是,开封菊花文化节是展示开封城市形象的重要平台,助推开封城市的经济发展,促进开封节庆活动和菊城文化的开发,推动开封城市的基础设施和精神文明建设,增强开封文化信息的对外传播与交流,带动开封整个文化产业的发展。 本文以菊花文化节与开封城市形象的构建和传播为研究对象,细致剖析菊花文化节的传播策略,全方位分析菊花文化节的受众定位,深入研究菊花文化节的传播效果,指出菊花文化节对开封城市形象构建和传播的促进作用,发现菊花文化节举办及其发展中存在的不足,从战略层面提出菊花文化节发展的改进方案,从战术层面对菊花文化节发展中存在的不足进行细致分析,给出了一系列细致可行的建议和策略,以期对菊花文化节与开封城市形象构建和传播研究有所裨益。
[Abstract]:The city image is the soul of the city's comprehensive competitiveness, which can be summarized as the public's concrete perception of a city's real situation, the objective comprehensive evaluation and the overall impression of the overall situation. Nankaifeng has a long history of city building and profound cultural connotations, is a veritable "national historical and cultural city." 3000 years of vicissitudes of life cast its rich cultural relics, rich style of the ancient city, Kaifeng was crowned as "national excellent tourist city" title, worthy of it. The capital of eight dynasties, such as Han, Zhou and Song Dynasties, is known as the "Eight Dynasties Ancient Capital". Kaifeng has an orderly handing down of calligraphy and a far-reaching impact on art. It is known as the "famous city of Chinese calligraphy". The lakes in the city are vertical and horizontal, and the waters are numerous, enjoying the title of "northern water city". Kaifeng is the center of the long Song culture, the scenic spots, cities and counties are all known as the "Song capital" in fact. The Chrysanthemum Culture Festival is a wonderful flower in the long history of Kaifeng, which has the effect of media, reputation, business card and improvement on the construction and dissemination of Kaifeng city image.
Kaifeng Chrysanthemum Culture Festival was founded in 1983 and upgraded to a national festival in 2013. After 31 years of study and development, it has the characteristics of comprehensiveness and concentration, science and creativity, intuition and artistry, internationality and interaction, historicity and reality. Based on the abundant connotation and accumulation of flower culture, its development is in an important strategic opportunity period for Kaifeng to construct and disseminate its city image, which meets the needs of Henan to prosper its cultural industry and build a strong cultural province. Kaifeng festival activities and the development of Chrysanthemum City culture promote the construction of Kaifeng's infrastructure and spiritual civilization, enhance the external dissemination and exchange of Kaifeng cultural information, and promote the development of Kaifeng's entire cultural industry.
This article takes the chrysanthemum Cultural Festival and the city image construction and dissemination as the research object, analyzes the dissemination strategy of the chrysanthemum cultural festival in detail, analyzes the audience orientation of the chrysanthemum cultural festival in an all-round way, studies the dissemination effect of the chrysanthemum cultural festival in depth, points out the promotion role of the chrysanthemum cultural festival in the construction and dissemination of the city image of Kaifeng, and The shortcomings in the holding and development of the chrysanthemum Cultural Festival are analyzed in detail from the strategic level, and the shortcomings in the development of the festival are analyzed in detail from the tactical level. A series of detailed and feasible suggestions and strategies are put forward in order to study the construction and dissemination of the chrysanthemum Cultural Festival and the city image of Kaifeng. Benefit.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.2;G206
本文编号：2189795
[Abstract]:The city image is the soul of the city's comprehensive competitiveness, which can be summarized as the public's concrete perception of a city's real situation, the objective comprehensive evaluation and the overall impression of the overall situation. Nankaifeng has a long history of city building and profound cultural connotations, is a veritable "national historical and cultural city." 3000 years of vicissitudes of life cast its rich cultural relics, rich style of the ancient city, Kaifeng was crowned as "national excellent tourist city" title, worthy of it. The capital of eight dynasties, such as Han, Zhou and Song Dynasties, is known as the "Eight Dynasties Ancient Capital". Kaifeng has an orderly handing down of calligraphy and a far-reaching impact on art. It is known as the "famous city of Chinese calligraphy". The lakes in the city are vertical and horizontal, and the waters are numerous, enjoying the title of "northern water city". Kaifeng is the center of the long Song culture, the scenic spots, cities and counties are all known as the "Song capital" in fact. The Chrysanthemum Culture Festival is a wonderful flower in the long history of Kaifeng, which has the effect of media, reputation, business card and improvement on the construction and dissemination of Kaifeng city image.
Kaifeng Chrysanthemum Culture Festival was founded in 1983 and upgraded to a national festival in 2013. After 31 years of study and development, it has the characteristics of comprehensiveness and concentration, science and creativity, intuition and artistry, internationality and interaction, historicity and reality. Based on the abundant connotation and accumulation of flower culture, its development is in an important strategic opportunity period for Kaifeng to construct and disseminate its city image, which meets the needs of Henan to prosper its cultural industry and build a strong cultural province. Kaifeng festival activities and the development of Chrysanthemum City culture promote the construction of Kaifeng's infrastructure and spiritual civilization, enhance the external dissemination and exchange of Kaifeng cultural information, and promote the development of Kaifeng's entire cultural industry.
This article takes the chrysanthemum Cultural Festival and the city image construction and dissemination as the research object, analyzes the dissemination strategy of the chrysanthemum cultural festival in detail, analyzes the audience orientation of the chrysanthemum cultural festival in an all-round way, studies the dissemination effect of the chrysanthemum cultural festival in depth, points out the promotion role of the chrysanthemum cultural festival in the construction and dissemination of the city image of Kaifeng, and The shortcomings in the holding and development of the chrysanthemum Cultural Festival are analyzed in detail from the strategic level, and the shortcomings in the development of the festival are analyzed in detail from the tactical level. A series of detailed and feasible suggestions and strategies are put forward in order to study the construction and dissemination of the chrysanthemum Cultural Festival and the city image of Kaifeng. Benefit.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.2;G206
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