基于地域文化差异性的城市视觉形象品牌化探讨

发布时间：2018-07-12 18:51

本文选题：地域文化 + 差异性　；参考：《浙江工业大学》2011年硕士论文

【摘要】：随着经济的发展和社会的进步,区域间的竞争日趋激烈,每个区域都在大力营造和改善投资环境力争得到更多的资金、技术和人才,创造更多的财富,以增强区域的竞争力和内聚力。而这些都与一个区域的信任体系紧密相关,与一个区域的形象密不可分。在我国城市发展翻天覆地变化的同时,城市形象的破坏已成为城市发展所付出的巨大代价和高昂成本。一些城市忽视自身特色,热衷于高楼大厦,或大造人工景点,搞“仿古一条街”。清一色的“水泥丛林”,清一色的玻璃幕墙,杂乱无章的广告,不伦不类的雕塑,在旧城更新改造的旗号下,城市的历史文化、区域特色、乡土特色正在消失。有识之士扼腕叹息:“东西南北中,城市形象在趋同”。因此,在地域文化差异性的基础上塑造城市品牌成为城市持续、健康发展的必由之路,如何塑造具有特色的城市品牌成为一个重要课题而备受关注。本文运用经济学、管理学、传播学、设计艺术学及系统论的相关知识,以城市品牌的地域文化为主线,以城市发展促进人类自身发展为落脚点,对城市品牌问题进行了系统的分析。文章首先探求了城市形象与品牌能动性的理论基础,对城市形象品牌能动性的内涵进行了探讨,阐述了城市视觉形象塑造在城市发展中的重要性;然后分析了地域文化的差异性与城市品牌的相互影响,在对我国地域文化的特点及城市品牌塑造的现状分析的基础上,总结出了我国现阶段城市发展的特点和产生的误区,找出没有产生良好城市品牌原因;随后,以几个不同区域文化代表的城市杭州、重庆、及香港为例,来挖掘特有的地域文化对城市形象塑造的影响,并提出了产生良好城市形象品牌效应的城市视觉形象品牌构建模式。最后,对城市形象品牌的推广要素、推广策略及推广方式提出了一些建议。论文旨在对地域文化差异性条件下的城市视觉形象品牌化的研究来解决如何构建有生命的城市品牌,使我国各地域特有的传统文化发挥出强大的力量,树立其自己响亮的城市品牌。
[Abstract]:With the development of economy and the progress of society, the competition between regions is becoming more and more intense. Each region is striving to create and improve the investment environment, and strive to obtain more funds, technology and talents, and create more wealth. To enhance regional competitiveness and cohesion. These are closely related to the trust system of a region and closely related to the image of a region. At the same time, the destruction of city image has become a huge cost and high cost of urban development. Some cities ignore their own characteristics, keen on high-rise buildings, or create artificial scenic spots, "antique street." The pure "concrete jungle", the uniform glass curtain wall, the disorderly advertisement, the incoherent sculpture, under the old city renewal transformation banner, the city history culture, the region characteristic, the local characteristic is disappearing. A man of insight sighed: "East, west, north and south, the image of the city converges." Therefore, on the basis of regional cultural differences, shaping urban brand becomes the only way for the sustainable and healthy development of the city. How to shape the city brand with characteristics has become an important topic and has attracted much attention. This paper applies the relevant knowledge of economics, management, communication, design art and system theory, taking the regional culture of the city brand as the main line, taking the city development to promote the human development as the foothold. The problem of city brand is analyzed systematically. Firstly, the paper explores the theoretical basis of city image and brand initiative, discusses the connotation of city image brand initiative, and expounds the importance of city visual image shaping in urban development. Then it analyzes the difference of regional culture and the mutual influence of urban brand. On the basis of analyzing the characteristics of regional culture and the status quo of urban brand shaping in China, it summarizes the characteristics and misunderstandings of urban development in China at the present stage. Find out why there is no good city brand; then, take Hangzhou, Chongqing, and Hong Kong, which are represented by several different regional cultures, as examples to explore the impact of specific regional culture on the shaping of the city's image. And put forward the brand construction mode of city visual image which has the good city image brand effect. Finally, some suggestions are put forward for the promotion of city image brand. The purpose of this paper is to study the brand of city visual image under the condition of regional cultural difference to solve the problem of how to construct the living city brand and to make the unique traditional culture of each region of our country play a powerful role. Set up its own resounding city brand.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TU984

【引证文献】