中国城市国际品牌塑造分析
发布时间：2018-08-04 21:09
【摘要】： 随着全球城市化进程的不断加快,区域间的竞争越来越表现为以城市为核心、以城市为载体、以城市为平台的综合实力的竞争。作为城市竞争力的重要组成部分,城市品牌的构建逐渐成为众多城市探索发展的主要途径,城市国际品牌塑造必将会成为城市发展的重要内容。 针对这一趋势,本文在参阅大量国内外相关研究文献的基础上,将城市竞争力、城市品牌和城市国际化三者结合在一起,探讨城市国际品牌理念的形成过程及其内涵,并选取北京、香港、汉城的城市国际品牌塑造实践以期对中国城市国际品牌塑造提供经验借鉴。 为使研究更有针对性和实际指导意义,本文以成都作为研究对象。成都是西部地区的中心城市,有深厚的历史文化底蕴和较好的经济基础,但由于城市定位不明确,虽有城市品牌的意识,但在品牌塑造上尚停留在一些细节方面,缺乏战略性思维,城市竞争力不突出。本文意图以研究成都城市国际品牌塑造来对提升成都市城市竞争力进行思考。 本文主要由六部分内容组成: 第一章为绪论。主要阐述论文的研究背景及意义,分析相关理论。 第二章主要从“城市发展导致城市竞争、城市竞争促进了城市营销理念的产生、城市营销的焦点是城市品牌的塑造”的思路,探讨城市品牌理念的形成过程及其内涵。 第三章为城市国际品牌塑造机制分析。主要从城市国际品牌塑造流程、城市国际品牌要素构成分析。 第四章分析国内外几个主要国际大都市的国际品牌塑造经验。主要介绍了北京、香港、汉城的城市国际品牌塑造实践。 第五章主要分析中国城市在塑造国际品牌过程中的现状与存在的问题。 第六章以中国的成都市为例进行具体案例分析,并提出成都市进行国际品牌塑造的具体路径。
[Abstract]:With the acceleration of the process of global urbanization, the competition among regions is more and more characterized by the competition of comprehensive strength, which takes the city as the core, the city as the carrier and the city as the platform. As an important part of city competitiveness, the construction of city brand has gradually become the main way to explore the development of many cities, and the shaping of city international brand will become an important content of urban development. In view of this trend, this paper, on the basis of referring to a large number of domestic and foreign related research documents, combines city competitiveness, city brand and city internationalization, and probes into the forming process and connotation of the concept of city international brand. And selected Beijing, Hong Kong, Seoul city international brand shaping practice in order to provide experience for China's urban international brand building. In order to make the research more specific and practical significance, this paper takes Chengdu as the research object. Chengdu is the central city in the western region, with deep historical and cultural background and good economic foundation. However, because of the unclear positioning of the city, although it has the consciousness of the city brand, it still stays in some details on the brand building. Lack of strategic thinking, urban competitiveness is not prominent. The purpose of this paper is to study the international brand shaping of Chengdu City to improve the competitiveness of Chengdu City. This paper consists of six parts: the first chapter is the introduction. This paper mainly describes the research background and significance of the analysis of relevant theories. The second chapter mainly discusses the forming process and connotation of urban brand concept from the view that "city development leads to urban competition, urban competition promotes the emergence of urban marketing concept, and the focus of urban marketing is the shaping of urban brand". The third chapter is the analysis of urban international brand shaping mechanism. Mainly from the city international brand shaping process, urban international brand elements analysis. The fourth chapter analyzes the international brand shaping experience of several major international cities at home and abroad. Mainly introduced the Beijing, Hong Kong, Seoul city international brand shaping practice. The fifth chapter mainly analyzes the current situation and existing problems of Chinese cities in the process of shaping international brands. The sixth chapter takes Chengdu of China as an example to carry on the concrete case analysis, and puts forward the concrete path of the international brand shaping in Chengdu.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F299.2
本文编号：2165151
[Abstract]:With the acceleration of the process of global urbanization, the competition among regions is more and more characterized by the competition of comprehensive strength, which takes the city as the core, the city as the carrier and the city as the platform. As an important part of city competitiveness, the construction of city brand has gradually become the main way to explore the development of many cities, and the shaping of city international brand will become an important content of urban development. In view of this trend, this paper, on the basis of referring to a large number of domestic and foreign related research documents, combines city competitiveness, city brand and city internationalization, and probes into the forming process and connotation of the concept of city international brand. And selected Beijing, Hong Kong, Seoul city international brand shaping practice in order to provide experience for China's urban international brand building. In order to make the research more specific and practical significance, this paper takes Chengdu as the research object. Chengdu is the central city in the western region, with deep historical and cultural background and good economic foundation. However, because of the unclear positioning of the city, although it has the consciousness of the city brand, it still stays in some details on the brand building. Lack of strategic thinking, urban competitiveness is not prominent. The purpose of this paper is to study the international brand shaping of Chengdu City to improve the competitiveness of Chengdu City. This paper consists of six parts: the first chapter is the introduction. This paper mainly describes the research background and significance of the analysis of relevant theories. The second chapter mainly discusses the forming process and connotation of urban brand concept from the view that "city development leads to urban competition, urban competition promotes the emergence of urban marketing concept, and the focus of urban marketing is the shaping of urban brand". The third chapter is the analysis of urban international brand shaping mechanism. Mainly from the city international brand shaping process, urban international brand elements analysis. The fourth chapter analyzes the international brand shaping experience of several major international cities at home and abroad. Mainly introduced the Beijing, Hong Kong, Seoul city international brand shaping practice. The fifth chapter mainly analyzes the current situation and existing problems of Chinese cities in the process of shaping international brands. The sixth chapter takes Chengdu of China as an example to carry on the concrete case analysis, and puts forward the concrete path of the international brand shaping in Chengdu.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F299.2
【引证文献】
相关硕士学位论文 前3条
1 李璇;沈阳市城市品牌策略研究[D];沈阳理工大学;2011年
2 韩晓;风筝符号在潍坊城市形象视觉识别中的运用研究[D];福建师范大学;2011年
3 熊辉;西安城墙国际马拉松赛的现状与发展研究[D];西安体育学院;2012年
，本文编号：2165151
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