论沈阳城市形象塑造中城市色彩的运用与传播

发布时间：2018-05-20 07:52

本文选题：城市色彩 + 城市形象　；参考：《辽宁大学》2014年硕士论文

【摘要】：随着城市化进程的不断推进，塑造并传播良好的城市形象对提高城市竞争力而言具有了更为重要的意义。城市形象的概念自二十世纪六十年代提出，其研究借鉴了企业形象识别的相关理论，对城市形象视觉识别的研究也包含其中。城市色彩的研究于二十世纪九十年代为我国学者所关注，它结合了色彩学、心理学、景观设计与城市规划等理论，以城市作为色彩的载体，将色彩与城市自身所具有的特色相关联，通过研究城市色彩为城市的形象塑造以及城市的整体发展提供有效的支持。本文立足于传播学的视角，结合城市形象视觉识别、城市营销、品牌学等知识，将沈阳的城市色彩作为研究和考察对象，希望通过对作为城市形象重要视觉表现要素的城市色彩的调查与分析，了解沈阳城市色彩的现状与存在问题，从而发掘出促进城市形象塑造的有效途径。为此，本文主要从以下四个方面进行了尝试性的探究：首先，在对城市色彩与城市形象关联性分析的基础上，明晰了城市色彩的内涵，并结合实践案例对城市色彩在城市形象塑造过程中的现实功用做出进一步的探讨，以此作为本文立论的基础和讨论的出发点；其次，使用理论分析与实际调研等方法，通过走访沈阳城市历史文化保护区域，考察户外公共设施、户外广告等形象实体，整理收集了大量的图片，在色彩信息提取的同时结合相关规划政策，分析了沈阳市城市色彩的运用现状及存在的问题。再次，从城市形象塑造与有效传播的角度，以城市公众为导向，结合城市的历史文化、发展历程以及民俗特色等方面背景，分析了影响城市色彩定位的主要因素及其定位策略。最后，借鉴国内其他城市的实践范例，结合沈阳城市自身的发展需求以及现代营销理念，，提出了沈阳城市色彩在规范化运用、媒介使用和营销公关几个方面的策略建议。对此，本文分为四章分别就以上问题做出分析与探讨，从城市形象塑造与传播的角度出发，力求在梳理问题，明晰概念的基础上，通过一系列的实践分析与理论推演，对沈阳城市色彩的定位与运用进行了尝试性的研究，以期对沈阳城市色彩的研究与实践工作提供一定的参考与借鉴。从而引起研究者与社会建设者对城市色彩在城市形象塑造与城市建设中的重视。
[Abstract]:With the development of urbanization, it is of great significance to build and spread a good city image to improve the city's competitiveness. The concept of city image has been put forward since the 1960s. Its research draws lessons from the related theories of corporate image recognition, and the research on the visual recognition of city image also includes it. The study of urban color has been concerned by Chinese scholars in the 1990s. It combines the theories of color science, psychology, landscape design and urban planning, and takes the city as the carrier of color. The color is associated with the characteristics of the city itself, and it provides an effective support for the image shaping of the city and the overall development of the city through the study of the city color. Based on the perspective of communication, combined with the knowledge of city image visual identification, city marketing, brand science, this paper takes Shenyang's city color as the research and inspection object. Through the investigation and analysis of city color, which is an important visual expression element of city image, the author hopes to understand the present situation and existing problems of Shenyang city color, so as to find out the effective way to promote the city image shaping. Therefore, this paper mainly from the following four aspects to try to explore: First of all, on the basis of the analysis of the relevance between urban color and urban image, the connotation of urban color is clarified, and the practical function of urban color in the process of shaping urban image is further discussed in combination with practical cases. This is the basis of this thesis and the starting point of discussion; Secondly, using the methods of theoretical analysis and practical investigation, through visiting the historical and cultural protection area of Shenyang, investigating the outdoor public facilities, outdoor advertising and other image entities, collating and collecting a large number of images. Based on the color information extraction and related planning policies, the present situation and problems of color application in Shenyang city are analyzed. Thirdly, from the angle of city image shaping and effective communication, taking the city public as the guide, combining the historical culture, the development course and the folk custom characteristic of the city, this paper analyzes the main factors and the positioning strategy of the city color orientation. Finally, drawing on the practical examples of other cities in China, combining the development needs of Shenyang city itself and the modern marketing concept, this paper puts forward some strategic suggestions on the standardized use of color, the use of media and marketing public relations in Shenyang city. This paper is divided into four chapters to analyze and discuss the above problems, from the perspective of shaping and spreading the image of the city, trying to sort out the problem, clear the concept, through a series of practical analysis and theoretical deduction. This paper makes a tentative study on the orientation and application of Shenyang city color in order to provide some reference for the research and practice of Shenyang city color. Therefore, researchers and social builders attach importance to city color in city image shaping and city construction.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206

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