西安城市品牌形象传播问题与对策研究

发布时间：2018-01-01 22:31

本文关键词：西安城市品牌形象传播问题与对策研究　出处：《渤海大学》2017年硕士论文　论文类型：学位论文

【摘要】：西安确立了“世界城市文化之都”的城市品牌定位,并积极地进行城市品牌形象的传播工作。通过调查问卷获取公众对城市品牌形象的一手资料并结合走访调查、文献分析,发现西安的城市品牌形象传播依然存在着战略布局缺失、内容缺乏整合、传播方法缺乏创新、传播结果偏差较大等这样或那样的问题。造成这些问题的原因是多方面的,有传播理念存在误区、传播主体各自为政、文化内涵挖掘浅尝辄止以及传播力度不足等。这些问题反映了城市在品牌形象传播方面的不足,急需解决。在此背景下,从传播学视角出发,运用传播学、管理学、品牌学等相关学科知识,结合西安城市品牌形象形象传播的现状,对其进行分析研究试图找出相应的解决对策。首先对品牌、城市品牌、品牌形象传播相关概念进行梳理,以此作为理论支撑。然后,通过大量搜集西安城市品牌形象传播资料,运用问卷调查、走访调查、文献阅读等方法了解其传播现状,归纳出西安在城市品牌形象传播方面存在的问题。最后,在构建品牌形象传播战略、整合传播内容、创新传播方法以及加大矫形传播力度等方面提出相应的解决对策。对于西安城市品牌形象传播的研究,希望能够对其起到一定的启示作用,并且能够引起其他城市对于品牌形象传播的重视。希望更多的人能够认识到城市品牌形象传播的重要性与复杂性,不断地进行理论探索和实践,为传播更好的城市品牌形象而努力。
[Abstract]:Xi'an established the "city brand positioning world city of culture", and actively carry out the brand image of the city. The public dissemination of city brand image of the data obtained by questionnaire and investigation, literature analysis, found that the spread of the brand image of the city of Xi'an there is still a lack of strategic layout, lack of content integration communication method, lack of innovation, dissemination of results as large deviation of this or that problem. The causes of these problems are many, have spread the concept of misunderstanding, the spread of the main cultural connotation of a lack of coordination, and lack of communication mining. These problems reflect the deficiency of the city, in terms of brand image communication to be solved urgently. Under this background, starting from the perspective of communication, the use of communication, management science, knowledge science and other disciplines related to the brand, with the brand image of Xi'an City The status quo of image communication, analyzing the study tries to find out the corresponding countermeasures. Firstly, city brand, brand, brand image communication related concept out, as a theoretical support. Then, through a large collection of Xi'an city brand image communication data, using questionnaire survey, interview and investigation, literature and other methods to understand the spread of the status quo, summed up in Xi'an city brand image communication problems. Finally, in the construction of brand communication strategy, integrated communication content, innovative communication method and increase the spread of correction and put forward corresponding solutions. For the study of Xi'an city brand image communication, hope to be able to get certain Enlightenment on the, and can cause other city attaches great importance to brand image communication. The importance of the hope that more people can recognize the city brand image spread And the complexity, continuous theoretical exploration and practice, for the dissemination of better city brand image and efforts.

【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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