建德市城市品牌总体规划

发布时间：2018-04-23 09:15

本文选题：城市品牌 + 大杭州　；参考：《浙江大学》2014年硕士论文

【摘要】：杭州城市品牌经历了十多年的探索与经营,如今“生活品质之城”的品牌形象已经深入人心。至此杭州的城市品牌建设已开始向下属各县市地区延伸,以形成整体的品牌联动效应,实现城市品牌的合力作用。建德作为杭州的县级市,具备优越的城市品牌塑造资源,杭州此次的品牌联动计划更是为建德的城市品牌建设提供了绝佳的契机。本案通过实地调研、问卷调查、座谈会和文献资料整理等方式,对建德现有的地理、自然、人文、产业等资源进行分析整合,将其定位为“生态休闲之都”。并结合相关理论、建德实际情况和杭州品牌建设的相关理念与经验,设计出建德城市品牌的具体建设内容、传播方案和实施计划等。通过为建德建立起系统化的品牌建设方案来实现建德与杭州的城市品牌联动,从而实现大杭州城市品牌的扩张。
[Abstract]:Hangzhou city brand has experienced more than 10 years of exploration and management. Now the brand image of "the city of quality of life" has been deeply rooted in the hearts of the people. At this point, the city brand construction in Hangzhou has begun to extend to the counties and cities to form the overall brand linkage effect and realize the joint force of the city brand.
As a county-level city in Hangzhou, Jiande has a superior city brand building resources. Hangzhou's brand linkage plan provides an excellent opportunity for the construction of Jiande's urban brand. This case has been carried out through field investigation, questionnaire survey, symposium and document data arrangement, etc., on the existing geographical, natural, humanistic and industrial resources of Jiande. By analyzing and integrating it as "the capital of ecological leisure", and combining the relevant theories, the actual situation of Jiande and the related ideas and experiences of the Hangzhou brand construction, the concrete construction content, the transmission scheme and the implementation plan of the Jiande city brand are designed, and the system of building a systematic brand construction plan for Jiande to realize the realization of Jiande and its implementation. Hangzhou's urban brand interaction, so as to achieve the expansion of Hangzhou's urban brand.

【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G127

【参考文献】