【摘要】： 經濟全球化及中國城市化進程的加速要求城市走品牌經營的道路,通過競爭獲取城市發(fā)展的資源,追求經濟、社會、科技、文化和人口、資源、環(huán)境的協(xié)調發(fā)展,最終促進城市發(fā)展的良性循環(huán)。在當今信息社會中,資訊發(fā)達,傳播學研究深入到許多領域,為人們打開了一扇不同以往的感受之窗,讓很多復雜的事物清晰呈現(xiàn)。對于城市的發(fā)展和競爭而言,同樣需要傳播學的觀點和方法,展現(xiàn)戰(zhàn)略的觀點和溝通的智慧。城市品牌的傳播作為城市建設中的一項重要手段,成為提升城市競爭力的一種重要方式。許多城市紛紛把品牌傳播作為城市形象宣傳的指導思想,進行了一系列的城市的宣傳活動。運用傳播學理論分析城市品牌傳播,可以搭建一座溝通城市管理學學和傳播學的橋梁,讓城市在激烈的市場競爭中突顯自己的特點,避免發(fā)展目標缺失、城市同質化程度高等問題。 本文運用傳播學的理論進行研究分析,從城市品牌的傳播主客體、傳播內容、傳播媒介三個方面,采取了定量與定性分析相結合的方法,構建了城市品牌傳播效果評估指標體系。它是指導城市品牌傳播工作的基本框架和評價城市品牌傳播效果狀況的基礎依據(jù),更能反映城市品牌傳播效果這一主觀認知度很強的概念的特征。最后,本文以大連為例進行了實證分析,通過對數(shù)據(jù)的分析處理,分析了大連市城市品牌傳播效果的狀況,并提出了相應的提升城市品牌傳播效果的建議。 總體而言,本文就如何評價城市品牌的傳播效果給出了自己的思路,并試圖探索研究城市品牌傳播問題的新框架和新方法,對于城市管理者進行城市品牌的建設與傳播有一定的參考價值。
[Abstract]:The acceleration of economic globalization and urbanization in China requires cities to take the road of brand management, to obtain resources for urban development through competition, and to pursue the coordinated development of economy, society, science and technology, culture and population, resources and environment. Finally promote the virtuous circle of city development. In today's information society, with the development of information, the study of communication has gone deep into many fields, which has opened a window of different feelings for people, and made many complicated things appear clearly. For the development and competition of cities, we also need the ideas and methods of communication, the viewpoint of strategy and the wisdom of communication. As an important means of urban construction, urban brand communication has become an important way to enhance the competitiveness of cities. Many cities regard brand communication as the guiding ideology of city image propaganda and carry out a series of city propaganda activities. Using the theory of communication to analyze the urban brand communication, we can build a bridge between the study of urban management and communication, so that cities can highlight their own characteristics in the fierce market competition and avoid the lack of development goals. The city homogenization degree is high and so on. Based on the theory of communication, this paper adopts the method of combining quantitative and qualitative analysis from three aspects: the subject and object of urban brand communication, the content of communication and the media. The evaluation index system of urban brand communication effect is constructed. It is the basic frame for guiding the work of urban brand communication and the basis for evaluating the effect of urban brand communication. It can also reflect the characteristics of the subjective concept of the effect of urban brand communication. Finally, this article takes Dalian as an example to carry on the empirical analysis, through the analysis processing to the data, has analyzed the Dalian city brand communication effect situation, and has proposed the corresponding promotion city brand communication effect suggestion. In general, this paper gives its own ideas on how to evaluate the effect of urban brand communication, and tries to explore a new framework and method to study the problem of urban brand communication. It has certain reference value for city manager to build and spread city brand.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：G206

【引證文獻】

相關碩士學位論文 前7條

1 張茜;旅游宣傳品推廣效果研究[D];重慶師范大學;2011年

2 杜剛;超市海報廣告效果影響因素研究[D];遼寧大學;2011年

3 鞠慶東;城市體育品牌塑造過程研究[D];福建師范大學;2011年

4 劉娜;網(wǎng)絡媒體中的城市形象傳播研究[D];西北大學;2010年

5 吳媛媛;旅游目的地品牌傳播效果研究[D];華東師范大學;2010年

6 朱群星;《長沙晚報》城市形象報道研究[D];湖南大學;2012年

7 張瀟;公交移動電視對城市形象的塑造研究[D];西北師范大學;2012年

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本文編號：2230863