国外区域品牌传播研究的现状与趋势

发布时间：2018-05-03 18:18

本文选题：区域品牌 + 区域品牌传播　；参考：《兰州大学》2013年硕士论文

【摘要】：伴随着全球一体化的迅速发展,其影响领域已经超越了经济,更多的向文化、人口、资本和产业领域不断渗透。地区之间文化交流频繁,人才流动也随之加速。人才流动带来的资本流通使不同区域之间的产业之间竞争愈发激烈,而产业竞争带动的对自然资源、人力资源的争夺也愈演愈烈,并且加速了人才和资本的流动,区域竞争呈现白热化状态。区域内竞争与合作并存的特定领域内相互关联的公司、专业化的供应商、相关服务供应商与相关产业的企业及政府和其他相关联的机构(高校、行业规则制定协会、智库、培训机构及行业协会)的地理聚集,形成了产业集群。产业集群的类型多种多样,如某一特定领域产业的聚集(如美国北加州硅谷)、传统地域性标志产品的聚集(如兰州牛肉拉面)、地方历史文化资源开发(如山西平遥古城)等等。为了增加这些产业的市场附加价值,充分发挥产业的地缘优势,许多地方政府和行业协会开始实施区域品牌战略,在世界市场的背景下,如何保持区域经济的活力与核心竞争力,给区域品牌传播——这个提升区域经济实力和区域影响力的研究议题提出了更多的疑问。区域品牌这个概念产生的时间并不长,国内区域品牌传播研究开端于2002年左右,处于起步阶段。国外区域品牌传播研究虽然也处于起始阶段,但较国内其关注时间长,研究成果多,对国内区域品牌传播研究具有借鉴、指导意义。
[Abstract]:With the rapid development of global integration, its influence field has surpassed the economy, and has penetrated into the cultural, demographic, capital and industrial fields. Cultural exchanges between regions are frequent and the flow of talent accelerates. The capital flow brought about by the flow of talents makes the competition between industries in different regions more intense, and the competition for natural resources and human resources driven by industrial competition is also intensified, and it accelerates the flow of talent and capital. Regional competition presents a white-hot state. Interconnected firms in specific areas where competition and cooperation coexist in the region, specialized suppliers, relevant service providers and enterprises in related industries and government and other associated institutions (universities, industry rulemaking associations, think tanks, The geographical agglomeration of training institutions and trade associations forms an industrial cluster. There are many types of industrial clusters, such as the agglomeration of industries in a particular field (such as Silicon Valley in Northern California, the agglomeration of traditional regional products (such as Hand-Pulled Noodles with Beef in Lanzhou, the development of local historical and cultural resources (such as Pingyao, Shanxi), etc. In order to increase the market value of these industries and give full play to the geographical advantages of the industries, many local governments and trade associations began to implement the regional brand strategy, in the context of the world market. How to maintain the vitality and core competitiveness of regional economy has raised more questions for regional brand communication, which is a research topic to enhance regional economic strength and regional influence. The concept of regional brand is not produced for a long time, the domestic regional brand communication research began in 2002, is in the initial stage. Although the foreign regional brand communication research is also in the initial stage, it has a longer time of concern and more research results than domestic brand communication research, which has reference and guiding significance to the domestic regional brand communication research.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F114.46

【参考文献】