中外狂欢文化差异视域下的狂欢节城市品牌打造现象探析

发布时间：2018-01-17 03:18

本文关键词：中外狂欢文化差异视域下的狂欢节城市品牌打造现象探析　出处：《上海师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：在市场竞争日益白热化的今天，各个地区各个地域之间的竞争已经不仅仅局限在以单纯的经济、文化之间的竞争，而是向着以城市为单位的综合实力之间的竞争转变。越来越多的学者开始认识到有目的、有计划的对城市展开营销是树立城市形象和品牌的有效手段。城市的节庆活动是城市营销的一部分，其中城市狂欢节尤其具有代表性。狂欢节起源于欧洲，西方国家对其的研究较为成熟。在现当代，以西方国家为主的全民性狂欢节在世界范围内都产生了很大的影响，，可以说西方的狂欢活动已经形成了专门的体系。从西方国家的狂欢节案例中我们可以发现，狂欢节对塑造城市品牌具有强大的推动作用，对城市的形象、城市的经济文化发展都有着深远的影响。因此我们要挖掘我们城市中，文化中的狂欢资源，并加以利用，创造中国式的、地方式的狂欢活动，是非常必要的。由于中西方狂欢文化的差异，我国的狂欢活动也与西方的狂欢节有着很大的区别，通过狂欢节来塑造城市品牌也处于探索和尝试的阶段，仍然存在着一些问题。本文从中外狂欢文化的差异入手，结合狂欢节与城市品牌之间的关系，对目前我国通过狂欢节打造城市品牌的现状进行了分析，得出我国打造城市狂欢节中应注意的问题。关于狂欢节，政府引导和扶持是狂欢节走向成熟不可或缺的因素，还要正确处理传统与创新以及民族化与国际化的关系，竞争机制应该成为狂欢节持续发展的原动力。我国的节日中存在着狂欢的因素，应该加以挖掘和利用，使中国的传统节日重新绽放光彩。本论文主要采用了以下研究方法：1、理论和实证相结合，既重视理论上的提炼总结，又通过对个案的剖析；典型案例举证说明，使理论认识更加可靠确切，以增强研究的真实性和说服力。2、文献分析与案例分析相结合，通过研究国内外相关文献研究成果，以及狂欢节成功案例的分析，研究城市品牌建设与传播的相关理论问题。3、多学科、多角度综合研究。由于狂欢文化和城市品牌涉及的问题广泛而复杂，所以本文综合了传播学、哲学、城市科学、社会学、营销学等相关学科的理论，并注重它们之间的相互交叉，尽可能多视角、多层次、多侧面地进行综合分析研究。
[Abstract]:In the increasingly fierce competition in the market today, the competition between the various regions of the region has not only been confined to the pure economy, the competition between the culture. More and more scholars are beginning to realize that there is a purpose. The planned marketing of the city is an effective means to set up the city image and brand. The city festival is a part of the city marketing, among which the city carnival is especially representative. The carnival originated in Europe. In modern times, the whole people's Carnival, which is dominated by western countries, has had a great influence in the world. It can be said that the carnival activities in the West have formed a special system. From the case of the carnival in western countries we can find that carnival has a powerful role in promoting the shaping of city brand and image of the city. Therefore, it is necessary for us to excavate the carnival resources in our city and make use of them to create the Chinese style and local carnival activities. Because of the difference of carnival culture between China and the West, the carnival activities in our country are also very different from the carnival in the west. It is also in the stage of exploring and trying to mold the city brand through the carnival. There are still some problems. This paper starts with the differences between Chinese and foreign carnival culture, combining the relationship between carnival and city brand, and analyzes the current situation of building city brand through carnival in our country. This paper points out the problems that should be paid attention to in building city carnival in our country. The government guidance and support are the indispensable factors for the carnival to mature. We should also correctly handle the relationship between tradition and innovation, nationalization and internationalization, and the competitive mechanism should become the motive force for the sustained development of Carnival. There are carnival factors in the festivals of our country, which should be excavated and utilized. To make the traditional Chinese festival bloom again. This thesis mainly adopts the following research method: 1: 1, combining theory with demonstration, not only paying attention to the refining and summing up of theory, but also analyzing the case. The proof of typical cases shows that the theory is more reliable and more accurate, in order to enhance the authenticity and persuasion of the study, literature analysis and case analysis combined, through the study of domestic and foreign related literature research results. And the successful case analysis of carnival, the study of urban brand building and dissemination of related theoretical problems. 3, multi-disciplinary, multi-angle comprehensive research. Because of carnival culture and urban brand involved in a wide range of issues and complex. Therefore, this paper synthesizes the theories of communication, philosophy, urban science, sociology, marketing and other related disciplines, and pays attention to the intersection between them, as many perspectives as possible, multi-level. Comprehensive analysis and research are carried out on many sides.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.1;F299.2;G04

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