本文選題：區(qū)域品牌 + 區(qū)域品牌傳播　； 參考：《蘭州大學》2013年碩士論文

【摘要】：伴隨著全球一體化的迅速發(fā)展,其影響領域已經超越了經濟,更多的向文化、人口、資本和產業(yè)領域不斷滲透。地區(qū)之間文化交流頻繁,人才流動也隨之加速。人才流動帶來的資本流通使不同區(qū)域之間的產業(yè)之間競爭愈發(fā)激烈,而產業(yè)競爭帶動的對自然資源、人力資源的爭奪也愈演愈烈,并且加速了人才和資本的流動,區(qū)域競爭呈現(xiàn)白熱化狀態(tài)。區(qū)域內競爭與合作并存的特定領域內相互關聯(lián)的公司、專業(yè)化的供應商、相關服務供應商與相關產業(yè)的企業(yè)及政府和其他相關聯(lián)的機構(高校、行業(yè)規(guī)則制定協(xié)會、智庫、培訓機構及行業(yè)協(xié)會)的地理聚集,形成了產業(yè)集群。產業(yè)集群的類型多種多樣,如某一特定領域產業(yè)的聚集(如美國北加州硅谷)、傳統(tǒng)地域性標志產品的聚集(如蘭州牛肉拉面)、地方歷史文化資源開發(fā)(如山西平遙古城)等等。為了增加這些產業(yè)的市場附加價值,充分發(fā)揮產業(yè)的地緣優(yōu)勢,許多地方政府和行業(yè)協(xié)會開始實施區(qū)域品牌戰(zhàn)略,在世界市場的背景下,如何保持區(qū)域經濟的活力與核心競爭力,給區(qū)域品牌傳播——這個提升區(qū)域經濟實力和區(qū)域影響力的研究議題提出了更多的疑問。區(qū)域品牌這個概念產生的時間并不長,國內區(qū)域品牌傳播研究開端于2002年左右,處于起步階段。國外區(qū)域品牌傳播研究雖然也處于起始階段,但較國內其關注時間長,研究成果多,對國內區(qū)域品牌傳播研究具有借鑒、指導意義。
[Abstract]:With the rapid development of global integration, its influence field has surpassed the economy, and has penetrated into the cultural, demographic, capital and industrial fields. Cultural exchanges between regions are frequent and the flow of talent accelerates. The capital flow brought about by the flow of talents makes the competition between industries in different regions more intense, and the competition for natural resources and human resources driven by industrial competition is also intensified, and it accelerates the flow of talent and capital. Regional competition presents a white-hot state. Interconnected firms in specific areas where competition and cooperation coexist in the region, specialized suppliers, relevant service providers and enterprises in related industries and government and other associated institutions (universities, industry rulemaking associations, think tanks, The geographical agglomeration of training institutions and trade associations forms an industrial cluster. There are many types of industrial clusters, such as the agglomeration of industries in a particular field (such as Silicon Valley in Northern California, the agglomeration of traditional regional products (such as Hand-Pulled Noodles with Beef in Lanzhou, the development of local historical and cultural resources (such as Pingyao, Shanxi), etc. In order to increase the market value of these industries and give full play to the geographical advantages of the industries, many local governments and trade associations began to implement the regional brand strategy, in the context of the world market. How to maintain the vitality and core competitiveness of regional economy has raised more questions for regional brand communication, which is a research topic to enhance regional economic strength and regional influence. The concept of regional brand is not produced for a long time, the domestic regional brand communication research began in 2002, is in the initial stage. Although the foreign regional brand communication research is also in the initial stage, it has a longer time of concern and more research results than domestic brand communication research, which has reference and guiding significance to the domestic regional brand communication research.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G206;F114.46

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