重庆城市形象营销

发布时间：2018-06-28 21:57

本文选题：重庆 + 城市形象　；参考：《重庆大学》2009年硕士论文

【摘要】： 经济全球化使城市间的竞争日益加剧,越来越多的城市认识到城市营销在城市发展中的重要性。论文选取了城市营销的一个最具实用价值的方面——城市形象营销,结合重庆实际,对重庆市城市形象进行研究,旨在提升重庆城市形象的竞争力,促进重庆飞速发展。论文对重庆市的城市形象营销按照以下步骤进行: 先对重庆自然要素、资源状况、社会经济特征、产业经济特征、交通设施、社区发展、游憩文化资源、教育科研和社会治安等影响城市形象的因素进行调研。然后综合考虑重庆的优劣势、历史脉络、发展方向、城市功能和文化的状况,从城市功能、产业、形象(狭义)、规模等方面分别对重庆进行定位,得出重庆是“我国重要的中心城市、国家历史文化名城、长江上游的经济中心、国家重要的现代制造业基地,中西部地区综合交通枢纽,城乡统筹的特大型城市”的综合城市定位。并基于重庆城市形象中对目标受众具有最大的吸引力的要素——重庆未来发展的无限可能性和巨大潜力,提出了“梦想之都,奇迹之城”的重庆城市形象定位。在此基础上,论文引入城市形象识别系统,首先提出“自强不息,开拓开放”的理念识别,以此为指导,从政府、产业、企业、市民等几个方面来设计行为识别。提出政府要提高行政效能和服务水平;产业要调整结构,以便升级;企业要实施名牌战略,做大做强;市民要提高素质,提升形象。视觉识别方面从城市形象标识、城市色彩形象、城市环境形象三大方面进行了重点的设计。最后是对重庆城市形象进行传播。论文基于重庆近年在城市形象传播的成效,进一步探讨了今后重庆如何通过形象广告、公关活动、主题活动、人员推广这四种方式有效传播重庆的城市形象。
[Abstract]:Economic globalization intensifies the competition among cities. More and more cities realize the importance of city marketing in urban development. This paper selects the most practical aspect of city marketing-city image marketing, combining with the reality of Chongqing, to study the city image of Chongqing, in order to enhance the competitiveness of Chongqing city image and promote the rapid development of Chongqing. The thesis carries on the following steps to the city image marketing of Chongqing: first, the natural factors, the resource condition, the social economy characteristic, the industry economy characteristic, the transportation facility, the community development, the recreation cultural resources, Educational research and social security and other factors affecting the image of the city to investigate. Then considering the advantages and disadvantages of Chongqing, historical context, development direction, urban function and cultural situation, Chongqing is positioned separately from the aspects of city function, industry, image (narrow sense), scale and so on. It is concluded that Chongqing is an important central city in China, a famous historical and cultural city in China, an economic center in the upper reaches of the Yangtze River, an important national modern manufacturing base, and a comprehensive transportation hub in the central and western regions. Urban and rural coordination of the super-large-scale city "comprehensive urban positioning." Based on the infinite possibility and great potential of Chongqing's future development, which is the most attractive factor to the target audience in Chongqing's city image, this paper puts forward the positioning of Chongqing's city image of "dream capital, miracle city". On this basis, the paper introduces the city image recognition system, first puts forward the concept of "self-improvement, development and openness", as a guide, from the government, industry, enterprises, citizens and other aspects to design behavior recognition. The government should improve the administrative efficiency and service level; the industry should adjust the structure in order to upgrade; the enterprise should implement the famous brand strategy and become bigger and stronger; the citizen should improve the quality and enhance the image. Visual recognition from the city image logo, city color image, the city environment image three aspects of the design. Finally, spread the image of Chongqing city. Based on the results of Chongqing's urban image communication in recent years, this paper further discusses how to spread Chongqing's city image effectively through image advertising, public relations activities, thematic activities and personnel promotion in the future.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F299.2

【引证文献】