我国城市形象的整合营销传播研究

发布时间：2018-05-16 19:43

本文选题：城市形象 + 整合营销传播　；参考：《中南大学》2013年硕士论文

【摘要】：城市形象是城市核心竞争力的重要组成部分,是增强城市吸引力、影响力和综合实力的重要战略资源。如何将城市形象转化为城市最有力的竞争资产,城市形象传播被赋予了重要的战略意义。改革开放以来,我国迅速加快的城市化步伐和加入WTO后面对的全球城市间的激烈竞争,使如何有效传播城市形象成为大家普遍关注的问题。作为市场营销传播领域兴起的一种新观念,整合营销传播为我国城市经营者提供了一种全新的思路和视角,开展城市形象整合营销传播将引领我国城市走向一个新的时代。本文以探讨如何有效传播城市形象为持论原点,以整合营销传播理论作为理论支点,从大众传播学、市场营销学的学科视角出发,立足于国内外相关研究成果,在廓清城市形象、整合营销传播、城市形象整合营销传播等概念的基础上,先从理论上对城市形象传播的过程体系和传播要素进行深入探讨,进而阐明我国城市形象传播的现状,包括我国城市形象传播产生的背景以及目前存在的问题。然后,以整合营销传播理论为指导,在把握其主要特征以及现有学者提出的理论模式的基础上,建构起我国城市形象整合营销传播的运作模式。接着,从传播主体整合、内容整合、渠道整合以及受众满足四个角度出发进一步探讨我国城市形象整合营销传播的实施策略。最后,在传播实践层面上以香港为例,对香港“亚洲国际都会”的整合营销传播进行深入分析和总结归纳,提炼出具有价值的经验做法为内地城市提供借鉴和参考。本文的思想脉络是按照概念梳理——理论剖析——确立模式——策略实施——案例分析的过程逐层推进、顺序演进,在理论传承,思想创新的基础上,希望能够给我国城市形象传播提供借鉴和思考。
[Abstract]:City image is an important part of the core competitiveness of a city, and an important strategic resource to enhance the attraction, influence and comprehensive strength of a city. How to transform the city image into the most competitive assets of the city, urban image communication has been given an important strategic significance. Since the reform and opening up, the rapid pace of urbanization and the fierce competition among cities in the world after China's entry into WTO, how to effectively spread the image of the city has become a common concern. As a new concept in the field of marketing communication, integrated marketing communication provides a new way of thinking and perspective for city operators in our country. The development of integrated marketing communication of city image will lead our city to a new era. This paper discusses how to effectively spread the image of the city as the origin of the theory, with the integrated marketing communication theory as the theoretical fulcrum, from the perspective of the subject of mass communication and marketing, based on the relevant research results at home and abroad. On the basis of clarifying the concepts of city image, integrated marketing communication, city image integrated marketing communication and so on, this paper discusses the process system and communication elements of urban image communication theoretically. Then it clarifies the present situation of urban image communication in China, including the background and existing problems of urban image communication in China. Then, guided by the theory of integrated marketing communication, on the basis of grasping its main characteristics and the theoretical model put forward by existing scholars, the operational mode of integrated marketing communication of urban image of our country is constructed. Then, from the four angles of communication subject integration, content integration, channel integration and audience satisfaction, the implementation strategy of integrated marketing communication of urban image in China is further discussed. Finally, taking Hong Kong as an example, the author analyzes and summarizes the integrated marketing and communication of Hong Kong's "Asian World City", and abstracts the valuable experience to provide reference for the mainland cities. The thought thread of this paper is to carding out the concept, analyzing the theory, establishing the mode, implementing the strategy, the process of case analysis is carried out layer by layer, the sequence evolves, on the basis of the theory inheritance and the thought innovation, Hope to provide reference and reflection for the dissemination of urban image in our country.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.27;G206

【参考文献】