南昌城市品牌印象的实证研究
发布时间：2018-09-05 10:03
【摘要】：城市品牌印象是一座城市的城市品牌形象在认知者脑海中的主观反映。不论是对于游客或是外来投资者都有强烈的导向作用。因此,研究城市印象的构成要素、形成中的影响因素,有助于一个城市良好品牌印象的塑造,进而推动城市政治、经济、文化等各方面的发展。本文的研究意义在于通过大量的实证研究和对比研究,呈现南昌市在外部认知者中的城市品牌印象,通过与南昌本土居民的城市印象进行对比,发现南昌市在城市形象传播中出现的问题,进而从南昌城市形象的传播内容和传播策略上提供可供参考的建议和策略。本文主要分为四部分:第一部分,首先介绍南昌城市品牌印象的研究背景、研究目的和研究方法及本文的创新之处。其次对国内外城市品牌、城市品牌形象和城市品牌印象方面的国内外文献进行梳理。最后,明确本文所用到的研究方法,研究思路和进行行文框架梳理。第二部分,经过前文的梳理和总结对城市品牌印象和构成要素有一个明确的定义。第三部分是本文的重点部分,对本文具体的研究样本和测量方法进行介绍,进行研究结果呈现,对调查结果进行分析和解读。第四部分,主要是根据第三部分得出的结论,挖掘南昌市品牌印象传播出现内外认知不一致的原因。第五部分,有针对性的根据出现的问题,再借鉴整合营销传播理论,媒体广告投放知识以及其他城市进行品牌形象塑造上的成功经验,从城市品牌形象的传播内容和城市品牌形象的传播策略两方面来完善南昌市城市形象的成功传播,进而实现良好的城市品牌印象在认知者一方的建立。本文从数据入手,从认知者这一新角度出发,通过数据呈现,挖掘南昌市在城市形象传播中出现的问题,进而提出解决新对策。寄希望于为南昌未来的城市建设贡献自己的绵薄之力。
[Abstract]:Urban brand impression is the subjective reflection of a city's brand image in the cognitive mind. Whether for tourists or foreign investors have a strong guiding role. Therefore, the study of the elements of urban impression and the influencing factors in formation will help to shape a good brand impression of a city and promote the development of city politics, economy, culture and so on. The significance of this study is to present Nanchang's impression of city brand among external cognitionists through a large number of empirical and comparative studies, and to compare it with the impression of Nanchang native residents. This paper finds out the problems in the communication of the city image in Nanchang city, and then provides some suggestions and strategies for reference from the content and the communication strategy of the city image of Nanchang city. This paper is divided into four parts: the first part introduces the research background, research purpose, research method and innovation of Nanchang city brand impression. Secondly, the domestic and foreign literature on city brand, city brand image and city brand impression are combed. Finally, the research methods, research ideas and textual framework are clarified. The second part, after combing and summing up the urban brand impression and elements have a clear definition. The third part is the key part of this paper, the specific research samples and measurement methods are introduced, the results of the study are presented, and the results of the investigation are analyzed and interpreted. The fourth part, mainly according to the conclusion of the third part, excavates the reasons of the internal and external cognitive inconsistency in the spread of brand impression in Nanchang city. The fifth part, according to the existing problems, and then draw lessons from the integrated marketing communication theory, media advertising knowledge and other cities on the brand image of the successful experience, From the aspects of the content of city brand image communication and the communication strategy of city brand image, we can perfect the successful communication of Nanchang city image, and then realize the establishment of good city brand impression on the cognitive side. This paper starts with the data, from the new angle of cognition, through the data presentation, excavates the problem which the Nanchang city appears in the city image dissemination, and then puts forward the solution new countermeasure. Hope for the future of Nanchang City to contribute their own modest force.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
，
本文编号：2223949
[Abstract]:Urban brand impression is the subjective reflection of a city's brand image in the cognitive mind. Whether for tourists or foreign investors have a strong guiding role. Therefore, the study of the elements of urban impression and the influencing factors in formation will help to shape a good brand impression of a city and promote the development of city politics, economy, culture and so on. The significance of this study is to present Nanchang's impression of city brand among external cognitionists through a large number of empirical and comparative studies, and to compare it with the impression of Nanchang native residents. This paper finds out the problems in the communication of the city image in Nanchang city, and then provides some suggestions and strategies for reference from the content and the communication strategy of the city image of Nanchang city. This paper is divided into four parts: the first part introduces the research background, research purpose, research method and innovation of Nanchang city brand impression. Secondly, the domestic and foreign literature on city brand, city brand image and city brand impression are combed. Finally, the research methods, research ideas and textual framework are clarified. The second part, after combing and summing up the urban brand impression and elements have a clear definition. The third part is the key part of this paper, the specific research samples and measurement methods are introduced, the results of the study are presented, and the results of the investigation are analyzed and interpreted. The fourth part, mainly according to the conclusion of the third part, excavates the reasons of the internal and external cognitive inconsistency in the spread of brand impression in Nanchang city. The fifth part, according to the existing problems, and then draw lessons from the integrated marketing communication theory, media advertising knowledge and other cities on the brand image of the successful experience, From the aspects of the content of city brand image communication and the communication strategy of city brand image, we can perfect the successful communication of Nanchang city image, and then realize the establishment of good city brand impression on the cognitive side. This paper starts with the data, from the new angle of cognition, through the data presentation, excavates the problem which the Nanchang city appears in the city image dissemination, and then puts forward the solution new countermeasure. Hope for the future of Nanchang City to contribute their own modest force.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
，
本文编号：2223949
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