安徽省区域形象塑造研究

发布时间：2018-11-23 06:55

【摘要】：随着区域之间竞争的日益激烈，区域形象逐渐被越来越多的区域政府所关注。一个好的区域形象是实现区域可持续发展的重要途径。要想更好地吸引国内外广大企业、民众来到安徽省投资、旅游，塑造一个健康、良好的区域形象至关重要。本文就是想从安徽省这个具体的区域出发，探究其区域形象塑造中的问题，并利用相关理论知识，对安徽省区域形象进行调查、分析、定位和设计，指出其中的一些不足，然后进一步挖掘安徽省区域形象的闪光点、价值点，从而进一步提升安徽省整体竞争力。本文首先介绍了区域形象研究的背景，研究目的及意义，然后介绍了与形象相关的理论概念以及目前国内外有关形象研究的情况，具体从国家形象、区域形象、城市形象、企业形象几个方面阐述了相关学者的理论研究。接着，从安徽省这个具体的区域出发，设计了一套调查问卷并在专业的调查问卷网站进行调查。根据问卷结果，具体分析安徽省区域形象工作中的好的方面和存在的问题。同时，运用SWOT分析法对于安徽省内外部各方面条件进行分析，得出安徽省所面临的优势、劣势、机会与威胁等。随后，根据调查分析结果，，经过深入的思考和研究，把握形象定位的四大原则，将安徽省区域形象定位简明概括为“魅力安徽，活力安徽”。紧接着，从旅游、文化、宜居、民生、经济、名人、政府部门形象七个方面详细解释安徽省区域形象定位的宣传口号。最后，提出塑造安徽省区域形象的五点对策：成立区域形象塑造研究工作小组；完善基础设施建设，加强区域文化与形象建设，协调发展区域旅游资源；塑造安徽形象代言品牌；加强媒介营销宣传力度；整合各方优势，提升整体实力。
[Abstract]:With the increasingly fierce competition between regions, regional image is gradually concerned by more and more regional governments. A good regional image is an important way to realize regional sustainable development. In order to attract more domestic and foreign enterprises, people come to Anhui province to invest, travel and shape a healthy and good regional image. This paper aims to explore the problems in the shaping of the regional image of Anhui Province from the perspective of the specific region of Anhui Province, and make use of relevant theoretical knowledge to investigate, analyze, locate and design the regional image of Anhui Province, and point out some of its shortcomings. Then further explore the regional image of Anhui Province bright spot, value point, so as to further enhance the overall competitiveness of Anhui Province. This paper first introduces the background, purpose and significance of the study of regional image, then introduces the theoretical concepts related to the image and the current situation of the domestic and foreign research on the image, specifically from the national image, regional image, urban image, Several aspects of corporate image elaborated the theoretical research of relevant scholars. Then, starting from Anhui province, a set of questionnaires are designed and investigated on the professional questionnaire website. According to the results of the questionnaire, the paper analyzes the good aspects and problems in the work of regional image in Anhui province. At the same time, SWOT analysis method is used to analyze the internal and external conditions of Anhui Province, and the advantages, disadvantages, opportunities and threats faced by Anhui Province are obtained. Then, according to the results of investigation and analysis, through in-depth thinking and research, grasp the four principles of image positioning, the regional image positioning of Anhui Province is summarized as "charm Anhui, vitality Anhui". Then, from the tourism, culture, liveable, people's livelihood, economy, celebrity, government image seven aspects of the regional image of Anhui Province to explain the positioning of the slogan. Finally, the paper puts forward five countermeasures to build the regional image of Anhui province: to set up a working group on regional image shaping, to perfect the infrastructure construction, to strengthen the construction of regional culture and image, and to develop regional tourism resources in a coordinated manner. Build Anhui image brand; strengthen media marketing and propaganda; integrate advantages of all parties to enhance the overall strength.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F127

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