重庆城市形象传播战略与媒介策略

发布时间：2018-01-13 23:28

本文关键词：重庆城市形象传播战略与媒介策略　出处：《重庆工商大学》2009年硕士论文　论文类型：学位论文

【摘要】： 20世纪90年代,美国哈佛大学小约瑟夫?奈(Joseph S. Nye, Jr.)提出了“文化软实力”理论。他认为:一个国家的综合国力既包括由经济、科技、军事实力等表现出来的“硬实力”,还包括以文化和意识形态吸引力体现出来的“文化软实力”。 “文化软实力”理论对城市发展和竞争具有借鉴意义。重庆作为中国年轻的直辖市,经济高速发展,物质文明不断提升。但是重庆在城市之间的竞争力、吸引力和影响力却相对较弱。在这个背景下,重庆提出城市形象传播的战略,提升重庆城市的“文化软实力”。 2003年以来,重庆一直致力于重庆城市形象传播,设计了重庆城市形象标志——“人人重庆”。2008年重庆市统计局在全国范围内做了关于重庆城市形象的调查研究,数据显示:58.9%的重庆市民表示不知道这一形象标志。可见,重庆城市形象传播战略在一定程度上出现了问题。面对重庆城市形象传播的问题,本文以传播学、符号学和品牌学理论对重庆城市形象传播战略进行研究,提出具有可操作性的建议和策略,提升传播重庆城市形象的水平。首先,第一章对重庆城市形象传播研究背景、实际意义以及研究的主要内容进行阐述。第二章是对城市形象理论阐述,主要是通过对国内外城市形象研究的成果进行文献研究,总结出学者们对城市形象理论的看法,从而提出自己对城市形象理论的看法。第三章主要是对重庆城市形象传播与重庆城市发展的二维关系进行研究,阐明传播重庆城市形象可以带动重庆多个维度的快速发展。第四章是对重庆城市形象传播的内容进行论述,重庆城市形象传播内容包括三个方面,即重庆城市政治形象、经济形象和文化形象。第五章是对重庆城市形象中的“我形象”和“他形象”进行对比分析,发现两者之间存在的问题,实现“我形象”与“他形象”的统一。此外还对重庆城市形象传播的符号进行分析,对重庆城市形象标志——“人人重庆”提出看法。第六章是重庆城市形象的传播战略。重庆城市形象的传播战略包括重庆城市形象品牌战略和文化战略,两者对传播重庆城市形象起到积极的推动作用。第七章是重庆城市形象传播的策略。本章从人际传播、新闻传播、广告传播和公关传播四个方面,对重庆城市形象传播提出建议。本文认为,造成目前重庆城市形象传播不佳的原因是:一是传播力不够,尚未让受众充分认知;二是符号系统能指和所指问题尚未解决;三是对重庆城市历史和城市精神的挖掘不够,造成重庆城市形象魅力不足,影响力不大;四是过度依赖政府,市民的主动性不够。对此,提出相应的重庆城市形象传播战略和策略。一是战略上,加强品牌战略和文化战略。二是策略上,加强重庆城市形象传播力和影响力,从人际传播、新闻传播、广告传播、公关传播四个方面对重庆城市形象进行提升。
[Abstract]:In the 1990s , Joseph S . Nye , Jr . , a Harvard University professor , put forward the theory of " cultural soft power " . The theory of " cultural soft power " has reference significance to urban development and competition . Chongqing is a young Chinese municipality with high economic and high speed , and the material civilization is continuously promoted . However , Chongqing ' s competitiveness , attraction and influence among cities are relatively weak . In this context , Chongqing proposes the strategy of urban image transmission and promotes the " cultural soft power " of Chongqing city . Since 2003 , Chongqing has been committed to the urban image transmission of Chongqing , designed Chongqing city image sign _ " Everyone Chongqing " . In 2008 , Chongqing Municipal Bureau of Statistics made a survey and research on the city image of Chongqing nationwide . The data show that 58.9 % of the citizens of Chongqing said they do not know this image sign . It can be seen that Chongqing ' s urban image transmission strategy has some problems to a certain extent . In the face of the problem of the urban image transmission in Chongqing , this paper studies the urban image transmission strategy of Chongqing with the theory of communication , semiology and brand theory , and puts forward some feasible suggestions and strategies to promote the dissemination of Chongqing ' s urban image . First , the first chapter expounds the background , practical significance and main contents of the study of Chongqing ' s urban image communication . The second chapter is about the urban image theory , mainly through the literature research on the research of the city image at home and abroad , summarizes the scholars ' views on the theory of the city image , and puts forward its own views on the theory of the city image . Chapter three focuses on the study of Chongqing ' s urban image transmission and the two - dimensional relationship between Chongqing ' s urban development , and expounds that the dissemination of Chongqing ' s urban image can lead to the rapid development of Chongqing ' s multiple dimensions . The fourth chapter discusses the content of Chongqing ' s urban image transmission , including three aspects , namely , Chongqing ' s urban political image , economic image and cultural image . The fifth chapter analyzes the " I image " and " his image " in the city image of Chongqing , finds out the problems existing between them , realizes the unification of " my image " and " his image " . In addition , the symbol of the urban image transmission in Chongqing is analyzed , and the view of Chongqing city image sign _ " Everyone Chongqing " is put forward . The sixth chapter is the communication strategy of Chongqing ' s urban image . The communication strategy of Chongqing ' s urban image includes the brand strategy and cultural strategy of Chongqing ' s urban image , both of which play a positive role in spreading the city image of Chongqing . The seventh chapter is the strategy of the urban image transmission in Chongqing . This chapter puts forward some suggestions for the dissemination of urban image in Chongqing from four aspects : interpersonal communication , news dissemination , advertising communication and public relations . This paper holds that the reason for the poor dissemination of Chongqing ' s urban image is that one is not enough to spread the force , yet it has not been fully recognized by the audience ; the second is that the problem that the symbol system can refer to and the problem has not been solved ; thirdly , it is not enough for the city history and the city spirit of Chongqing to be solved ; thirdly , it is a strategy to strengthen the brand strategy and the cultural strategy . One is to strengthen the communication force and influence of the city image in Chongqing .

【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F299.2;G206

【引证文献】