潍坊国际风筝会对城市品牌打造的探索

发布时间：2018-04-01 00:08

本文选题：潍坊国际风筝会　切入点：节庆活动　出处：《山东师范大学》2012年硕士论文

【摘要】：潍坊风筝是具有悠久历史的中国民间传统文化之一，风筝文化的产生既丰富了民间的文化娱乐生活，也蕴含着中国文明几千年来的历史进程。自1984年4月1日第一届潍坊国际风筝会举办至今，潍坊国际风筝会已经走过了近三十个春秋，对提炼潍坊传统文化、拉动潍坊及周边县市经济、塑造城市形象、增强其国际知名度起着重要的推动作用。潍坊国际风筝会已成为山东省内乃至全国范围内的发展较为成熟，且具有一定知名度和影响力的节庆活动品牌，并且这一节庆品牌的成功打造也带动了潍坊市整体形象的提升，实施城市品牌战略已成为潍坊市现如今以及长远规划布局的重要环节。本文以潍坊国际风筝会这一发展较为成熟的城市品牌为实例，运用节庆活动和城市品牌建设的相关理论，分析其打造的实践经验，论证了以节庆活动为导向的城市品牌的打造，并通过分析潍坊国际风筝会这一城市品牌的发展现状，指明其未来发展的方向，以期实现对我国其他城市品牌打造的探索。本文的导论部分主要阐述了课题的研究背景及意义、相关理论研究现状、研究的主要内容、总体思路及研究方法，目的是论证课题的重要性。第一章，潍坊国际风筝会概述。追溯了潍坊风筝文化的源头，概述了潍坊国际风筝会发展至今所产生的文化价值、经济价值以及社会价值，从而引出了潍坊国际风筝会是一个成功的城市品牌。第二章，城市品牌论。论述了城市品牌的相关内涵，包括城市品牌的产生、定位及准则、营销传播、价值所在，指出不同的城市有不同的品牌。通过与其他城市品牌的比较，找出“潍坊国际风筝会”这一城市品牌的价值所在，进而引申出节庆活动作为城市品牌的价值，即节庆活动作为城市品牌与城市的互动效应。第三章，以节庆活动为导向的城市品牌的打造。结合“风筝之都”城市品牌的具体打造方式：定位——开发——整合营销传播，探讨基于节庆活动的城市品牌是如何打造的，并落脚到潍坊国际风筝会的成功打造，即从节庆主题定位到策划筹备，再到管理营销，最终得出结论：城市节庆活动应走市场化、系列化、品牌化之路。第四章，“风筝之都”打造的启示意义。这一部分从风筝文化的传承、政府职责、专业机构和人才、运作模式、资源整合、群众基础等六个方面，指出潍坊国际风筝会这一城市品牌当前的发展瓶颈及未来的发展方向，并从这一城市品牌的打造实践中总结出城市品牌打造的经验：准确的城市品牌定位、城市品牌开发的一般模式、城市品牌形象的识别系统、城市品牌形象的整合营销传播原则及城市品牌的可持续发展所需要借助的几大力量，为其他城市的品牌打造提供了具有实用价值的理论参考。
[Abstract]:Weifang kite is one of the traditional Chinese folk cultures with a long history. The appearance of kite culture has enriched the folk culture and entertainment life. Since the first Weifang International Kite Fair was held on April 1, 1984, the Weifang International Kite Club has gone through nearly 30 Spring and Autumn periods to refine Weifang's traditional culture. Weifang and its surrounding counties and cities play an important role in promoting the economy, shaping the image of the city and enhancing its international popularity. Weifang International Kite Club has become more mature in Shandong Province and even in the whole country. And with a certain popularity and influence of the festival activity brand, and the success of this festival brand has also led to the promotion of the overall image of Weifang, The implementation of urban brand strategy has become an important link in Weifang's present and long-term planning and layout. This paper takes Weifang International Kite Club, a mature city brand as an example, to analyze its practical experience by using the relevant theories of festival activities and urban brand building. This paper demonstrates the creation of city brand guided by festival activities, and points out the direction of its future development by analyzing the present situation of Weifang International Kite Club, in order to realize the exploration of other urban brands in China. The introduction of this paper mainly describes the research background and significance of the subject, the current situation of relevant theoretical research, the main contents of the research, the general ideas and research methods, the purpose of which is to demonstrate the importance of the subject. The first chapter is an overview of Weifang International Kite Club. It traces the origin of Weifang kite culture, and summarizes the cultural value, economic value and social value produced by Weifang International Kite Club so far. Therefore, Weifang International Kite Club is a successful city brand. The second chapter, the theory of city brand, discusses the connotation of city brand, including the emergence, orientation and criterion of city brand, marketing communication and value, and points out that different city has different brand. This paper finds out the value of Weifang International Kite Club, and then deduces the value of festival activity as a city brand, that is, the interactive effect of festival activity as a city brand and city. The third chapter, the city brand building based on festival activities. Combined with the specific way of "kite city" city brand building: positioning-development-integrated marketing communication, this paper discusses how to build the city brand based on festival activities. The successful establishment of Weifang International Kite Club is from the theme of festival to planning and preparation, and then to management marketing. Finally, the conclusion is drawn that the city festival activities should be market-oriented, serialized and branded. Chapter IV, the enlightenment of "kite capital". This part from the kite culture inheritance, government responsibilities, professional institutions and talents, operation mode, resource integration, mass base, etc. The paper points out the current bottleneck and future development direction of Weifang International Kite Club, and sums up the experience of city brand building from the practice of this city brand building: accurate positioning of city brand. The general mode of urban brand development, the identification system of urban brand image, the principles of integrated marketing and communication of urban brand image, and the several forces needed for the sustainable development of urban brand. For other cities to create the brand to provide a practical value of theoretical reference.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F299.27

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