本文選題：城市色彩 + 城市形象　； 參考：《遼寧大學》2014年碩士論文

【摘要】：隨著城市化進程的不斷推進，塑造并傳播良好的城市形象對提高城市競爭力而言具有了更為重要的意義。城市形象的概念自二十世紀六十年代提出，其研究借鑒了企業(yè)形象識別的相關理論，對城市形象視覺識別的研究也包含其中。城市色彩的研究于二十世紀九十年代為我國學者所關注，它結合了色彩學、心理學、景觀設計與城市規(guī)劃等理論，以城市作為色彩的載體，將色彩與城市自身所具有的特色相關聯(lián)，通過研究城市色彩為城市的形象塑造以及城市的整體發(fā)展提供有效的支持。 本文立足于傳播學的視角，結合城市形象視覺識別、城市營銷、品牌學等知識，將沈陽的城市色彩作為研究和考察對象，希望通過對作為城市形象重要視覺表現(xiàn)要素的城市色彩的調查與分析，了解沈陽城市色彩的現(xiàn)狀與存在問題，從而發(fā)掘出促進城市形象塑造的有效途徑。為此，本文主要從以下四個方面進行了嘗試性的探究： 首先，在對城市色彩與城市形象關聯(lián)性分析的基礎上，明晰了城市色彩的內涵，并結合實踐案例對城市色彩在城市形象塑造過程中的現(xiàn)實功用做出進一步的探討，以此作為本文立論的基礎和討論的出發(fā)點； 其次，使用理論分析與實際調研等方法，通過走訪沈陽城市歷史文化保護區(qū)域，考察戶外公共設施、戶外廣告等形象實體，整理收集了大量的圖片，在色彩信息提取的同時結合相關規(guī)劃政策，分析了沈陽市城市色彩的運用現(xiàn)狀及存在的問題。 再次，從城市形象塑造與有效傳播的角度，以城市公眾為導向，結合城市的歷史文化、發(fā)展歷程以及民俗特色等方面背景，分析了影響城市色彩定位的主要因素及其定位策略。 最后，借鑒國內其他城市的實踐范例，結合沈陽城市自身的發(fā)展需求以及現(xiàn)代營銷理念，，提出了沈陽城市色彩在規(guī)范化運用、媒介使用和營銷公關幾個方面的策略建議。 對此，本文分為四章分別就以上問題做出分析與探討，從城市形象塑造與傳播的角度出發(fā)，力求在梳理問題，明晰概念的基礎上，通過一系列的實踐分析與理論推演，對沈陽城市色彩的定位與運用進行了嘗試性的研究，以期對沈陽城市色彩的研究與實踐工作提供一定的參考與借鑒。從而引起研究者與社會建設者對城市色彩在城市形象塑造與城市建設中的重視。
[Abstract]:With the development of urbanization, it is of great significance to build and spread a good city image to improve the city's competitiveness. The concept of city image has been put forward since the 1960s. Its research draws lessons from the related theories of corporate image recognition, and the research on the visual recognition of city image also includes it. The study of urban color has been concerned by Chinese scholars in the 1990s. It combines the theories of color science, psychology, landscape design and urban planning, and takes the city as the carrier of color. The color is associated with the characteristics of the city itself, and it provides an effective support for the image shaping of the city and the overall development of the city through the study of the city color. Based on the perspective of communication, combined with the knowledge of city image visual identification, city marketing, brand science, this paper takes Shenyang's city color as the research and inspection object. Through the investigation and analysis of city color, which is an important visual expression element of city image, the author hopes to understand the present situation and existing problems of Shenyang city color, so as to find out the effective way to promote the city image shaping. Therefore, this paper mainly from the following four aspects to try to explore: First of all, on the basis of the analysis of the relevance between urban color and urban image, the connotation of urban color is clarified, and the practical function of urban color in the process of shaping urban image is further discussed in combination with practical cases. This is the basis of this thesis and the starting point of discussion; Secondly, using the methods of theoretical analysis and practical investigation, through visiting the historical and cultural protection area of Shenyang, investigating the outdoor public facilities, outdoor advertising and other image entities, collating and collecting a large number of images. Based on the color information extraction and related planning policies, the present situation and problems of color application in Shenyang city are analyzed. Thirdly, from the angle of city image shaping and effective communication, taking the city public as the guide, combining the historical culture, the development course and the folk custom characteristic of the city, this paper analyzes the main factors and the positioning strategy of the city color orientation. Finally, drawing on the practical examples of other cities in China, combining the development needs of Shenyang city itself and the modern marketing concept, this paper puts forward some strategic suggestions on the standardized use of color, the use of media and marketing public relations in Shenyang city. This paper is divided into four chapters to analyze and discuss the above problems, from the perspective of shaping and spreading the image of the city, trying to sort out the problem, clear the concept, through a series of practical analysis and theoretical deduction. This paper makes a tentative study on the orientation and application of Shenyang city color in order to provide some reference for the research and practice of Shenyang city color. Therefore, researchers and social builders attach importance to city color in city image shaping and city construction.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G206

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