特色建筑文化视域下城市形象传播策略探究

发布时间：2018-03-31 15:24

本文选题：特色建筑文化　切入点：城市形象　出处：《暨南大学》2015年硕士论文

【摘要】：随着经济全球化与信息化时代的到来,在一定程度上城市之间的竞争逐渐取代国家间竞争和区域竞争而成为了全球竞争的焦点。城市形象作为城市核心竞争力的重要构成要素,也越来越受到国家与城市管理者的关注和重视。近年来,城市如何利用自身特色优势资源构建和传播城市形象,打造城市品牌形象的相关课题显得尤为重要。本论文以城市旅游官方资讯网和城市形象宣传片作为实证个案研究对象,试图从建筑学、传播学、品牌营销学等理论观点与角度去分析城市特色建筑背后蕴藏的文化价值,以及作为符号化和媒介化的城市特色建筑文化所具备的传播功能,进一步探讨如何利用城市特色建筑文化内涵去进行城市个性形象传播的构建和传播,提高城市形象传播效果。本文运用多种研究方法,旨在阐释城市特色建筑文化对城市形象建构和传播的重要意义。基于建筑文化视域下,剖析了城市形象传播存在的问题,并针对相关的问题与误区,提出了利用特色建筑文化传播个性化的城市形象的策略与思路。
[Abstract]:With the arrival of the era of economic globalization and information technology, the competition among cities has gradually replaced the competition between countries and regions and become the focus of global competition to a certain extent. As an important component of the core competitiveness of a city, the image of the city has become the focus of the global competition. In recent years, how cities use their own advantages of resources to build and spread the image of the city, It is particularly important to build the city brand image. This paper takes the city tourism official information network and the city image propaganda film as the empirical case study object, attempts from the architecture, the communication science, The theory and angle of brand marketing are used to analyze the cultural value behind the urban characteristic architecture, and the communication function of the city characteristic architectural culture as a symbol and a medium. This paper further discusses how to use the cultural connotation of urban characteristic architecture to construct and spread the individual image of the city, and to improve the effect of the transmission of the city image. The purpose of this paper is to explain the significance of urban characteristic architectural culture to the construction and dissemination of urban image. Based on the view of architectural culture, this paper analyzes the problems existing in the communication of urban image, and aims at the related problems and misunderstandings. This paper puts forward the tactics and ideas of using the characteristic architectural culture to spread the individualized city image.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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