鄱阳湖生态经济区品牌传播研究

发布时间：2018-05-19 18:41

本文选题：鄱阳湖生态经济区 + 品牌　；参考：《南昌大学》2012年硕士论文

【摘要】：一个区域拥有知名品牌的数量在某种层面上反映着该区域的经济发展状况,也直接影响区域经济的发展。而区域整个品牌则比单个企业品牌具有更持久的品牌影响力和对关联产业的带联效应。区域品牌是一种文化力和巨大的无形资产,一个区域的品牌一经形成,对该区域的发展将产生巨大的作用,这种作用是长期的、延续的和潜在的。2009年,自鄱阳湖生态经济区上升为国家战略,鄱阳湖生态经济区品牌的塑造也提上日程。并随着鄱阳湖生态经济区的建设不断推进,鄱阳湖生态经济区在国内外采取了多种宣传策略,以各种方式通过各种渠道,宣传自身的品牌资源,营销其独特的区域品牌,有效提升了鄱阳湖生态经济区在江西甚至全国的影响力,吸引了更多的公众参与鄱阳湖生态经济区建设。本文从品牌传播角度入手,首先通过对鄱阳湖生态经济区品牌传播的必要性和可行性进行探究；随后运用文献回顾法和5W模式,分析鄱阳湖生态经济区目前品牌传播现状,找出鄱阳湖生态经济区在品牌传播中值得借鉴的经验及问题；最后针对现有问题,笔者提出将“确立品牌传播原则”与“提出未来品牌传播具体措施”作为塑造鄱阳湖生态经济区品牌的总体思路。在具体措施上从CIS系统、整合营销传播、延展和维护品牌三个不同的角度提出相应措施。本文的创新之处在于：一是从品牌的角度切入,对鄱阳湖生态经济区品牌传播进行了思考与研究；二是试图从品牌学、传播学、符号学、营销学多个领域的交叉研究中,找到传播鄱阳湖生态经济区品牌的方法与措施,对鄱阳湖生态经济区品牌进行系统打造,对于提升鄱阳湖生态经济区品牌的竞争力具有重要借鉴的意义。
[Abstract]:The number of famous brands in a region reflects the economic development of the region on a certain level, and also directly affects the development of regional economy. The regional brand has more lasting brand influence than the single enterprise brand. Regional brand is a kind of cultural strength and huge intangible asset. Once a regional brand is formed, it will have a great effect on the development of the region. This effect is long-term, continuous and potential. Since Poyang Lake Ecological Economic Zone has become a national strategy, the brand shaping of Poyang Lake Ecological Economic Zone has also been put on the agenda. And with the construction of Poyang Lake Ecological Economic Zone, Poyang Lake Ecological Economic Zone has adopted a variety of propaganda strategies at home and abroad, in various ways through various channels, propagandizing its own brand resources, marketing its unique regional brand. Poyang Lake ecological economic zone in Jiangxi and even the national influence, attracted more public participation in Poyang Lake ecological economic zone construction. From the perspective of brand communication, this paper first explores the necessity and feasibility of brand communication in Poyang Lake Ecological Economic Zone, and then analyzes the current status of brand communication in Poyang Lake Ecological Economic Zone by literature review and 5W model. To find out the Poyang Lake Ecological Economic Zone in brand communication experience and problems worth learning; finally, aiming at the existing problems, The author puts forward "establishing the principle of brand communication" and "proposing concrete measures of brand communication in the future" as the overall idea of shaping the brand of Poyang Lake Ecological Economic Zone. In the specific measures from the CIS system, integrated marketing communication, extension and maintenance of the brand from three different angles to put forward the corresponding measures. The innovation of this paper lies in the following aspects: first, from the perspective of brand, the author thinks and studies the brand communication in Poyang Lake Ecological Economic Zone; secondly, it tries to cross the study of brand, communication, semiotics and marketing in many fields, such as brand, communication, semiotics, marketing, etc. To find out the methods and measures to spread the brand of Poyang Lake Ecological Economic Zone and to systematically build the brand of Poyang Lake Ecological Economic Zone is of great significance for improving the competitiveness of Poyang Lake Ecological Economic Zone brand.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F127;F203;G206

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