新媒体时代石河子城市品牌建设与营销研究

发布时间：2018-02-27 06:02

本文关键词： 新媒体兵团石河子城市品牌建设城市品牌营销　出处：《石河子大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着中国城市的飞速发展,城市品牌这个原本陌生的概念被地方政府所熟知,他们纷纷从政治、经济、旅游、文化等方面对城市品牌进行定位,并力图通过构造知识强市、经济强市、生态强市和文化强市来提升城市的影响力。在这样一个包含有网络媒体、手机媒体等新兴媒体的新媒体时代,如何像经营产品一样经营城市并打造城市品牌是摆在城市管理者面前的一项重任。国家和兵团为加快推进兵团城镇化建设进程,多次在重要会议及文件中提出按照石河子模式在兵团辖区内增设新疆维吾尔自治区直辖的县级市,并且石河子市新媒体相对发达,应用较为广泛,因此本文选择研究石河子市城市品牌建设与营销问题,显得较为迫切。本文对新媒体、城市品牌、品牌营销等相关理论进行了梳理总结,为论文的研究提供了理论指导。通过分析石河子的新媒体发展现状以及石河子城市发展的宏观环境,本文基于SWOT理论框架对新媒体时代石河子城市品牌创建能力进行了分析,并在此基础上研究得到了适合石河子发展的城市品牌定位,即“军垦名城”的文化品牌定位与“乌鲁木齐副中心城市”的功能品牌定位。在城市品牌定位的基础上,从城市品牌建设的宗旨、组织结构设计、文化品牌建设和功能品牌建设四个方面,讨论了新媒体时代石河子城市品牌建设的相关措施和建议。在城市品牌营销目标群体分析的基础上,研究了新媒体时代石河子城市品牌营销的战略选择。新媒体是一把双刃剑,利用新媒体推动城市品牌营销的过程中,考虑到其潜在的负面效应,要树立危机管理理念,确保信息安全。本文选择石河子这一兵团城市作为城市品牌建设和营销的研究对象,以新媒体时代为研究背景,以期能为石河子城市竞争力提升提供理论依据,并为兵团城市在新媒体时代的城市品牌建设和发展提供借鉴和参考。
[Abstract]:In recent years, with the rapid development of Chinese cities, the original unfamiliar concept of city brand has been well known by local governments. They have positioned city brands from political, economic, tourism, cultural and other aspects. And try to promote the influence of cities by constructing cities with strong knowledge, strong economy, strong city of ecology and strong city of culture. In such an era of new media, including network media, mobile media and other new media, How to run a city like a product and build a city brand is an important task for city administrators. Several times in important meetings and documents, it was proposed to establish county cities directly under the jurisdiction of the Xinjiang Uygur Autonomous region in accordance with the Shihezi model, and the new media in Shihezi was relatively developed and widely used. Therefore, this paper chooses to study the problems of urban brand construction and marketing in Shihezi, which is more urgent. This paper summarizes the related theories of new media, city brand, brand marketing and so on. Through analyzing the current situation of Shihezi new media development and the macro environment of Shihezi city development, this paper analyzes the ability of Shihezi city brand creation based on SWOT theory framework. On this basis, the author has obtained the city brand positioning suitable for the development of Shihezi, that is, the cultural brand positioning of "military reclamation famous city" and the functional brand positioning of "Urumqi sub-central city". From four aspects: the purpose of urban brand construction, the design of organizational structure, the construction of cultural brand and the construction of functional brand, This paper discusses the relevant measures and suggestions for the construction of Shihezi city brand in the new media era. Based on the analysis of the target groups of the urban brand marketing, this paper studies the strategic choice of the Shihezi city brand marketing in the new media era. New media is a double-edged sword. In the process of using new media to promote urban brand marketing, considering its potential negative effects, we should set up the concept of crisis management to ensure information security. This paper chooses Shihezi, a city of corps, as the research object of urban brand construction and marketing. Taking the new media age as the research background, this paper hopes to provide the theoretical basis for the promotion of the competitiveness of Shihezi city, and to provide reference and reference for the construction and development of bingtuan city brand in the new media age.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.27

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