论文标题:城市品牌要素研究及实证分析
The Research of Main Factor Index of City Brand and Its Concrete Example Analysis
论文作者 方丽
论文导师 胡培,论文学位 硕士,论文专业 行政管理
论文单位 西南交通大学,点击次数 121,论文页数 89页File Size3576k
2005-05-01论文网 http://www.lw23.com/lunwen_90380197/ 城市品牌;城市品牌系统;城市品牌要素指标体系
the city brand; the city brand system; main factor index system
经济全球化及中国城市化进程的加速要求城市走品牌经营的道路,通过竞争获取城市发展的资源,追求经济、社会、科技、文化和人口、资源、环境的协调发展,最终促进城市发展的良性循环。 本文从城市品牌的界定、城市品牌的战略系统框架及城市品牌的要素指标体系三个方面逐层讨论了城市品牌的构建及评价。提出了简练且易于操作的城市品牌定义:蕴含城市独特个性及受众效用的城市名称和标记。建立了城市品牌系统的理论框架。城市品牌系统是城市品牌建设的前提,它表现为城市品牌战略的主体框架和具体战术指导,是创造有独特文化内涵要素的运作模式。将城市品牌系统归结为理念系统、印象系统、传播系统和管理系统,突破了以往城市品牌研究简单导入企业CIS的框架,突出了城市的公共性及发展的可持续性特征。建立了定量与定性分析相结合的城市品牌指标体系,它是指导品牌建设工作的基本框架和评价城市品牌状况的基础依据,比起以前纯定量的城市指标体系,更能反映城市品牌这一主观认知度很强的概念的特征。最后,本文以贵阳为例进行了实证分析,通过对数据的分析处理,分析了贵阳市城市品牌建设的状况,并提出了相应的建议。 总体而言,本文就如何认识和把握城市品牌给出了自己的思路,并试图探索研究城市问题的新框架和新方法,对于城市管理者进行城市品牌的建设有一定的参考价值。
With the economic globalization and the acceleration of cityward progress , many Chinese cities found it is absolutely necessary to construct their own city brand. In order to promote the excellent cycle eventually, they have to obtain the resources for city development by competition and pursue the coordination development of economy, society, science and technology, culture and population, resources, environment.The thesis discusses the construction and evaluation of city brand by well-organized structure. It put forward a terse and easy to be operation definition of city brand: it is city name or symbol which contain the special character of the city and usefulness of the consumer. The thesis then built up the theories frame of the city brand system. The city brand system is the premise of the city brand construction and be expressed to the guide of strategic frame and concrete military tactic. It is the operation mode to create special city cultural. The city brand system can be summarized to the principle system, impression system, communication system and manage system. It breaks the former city brand study frame of simple ducting business enterprise CIS, stressing the public feature of city management. The thesis constucts the main factor system that can be analyzed by quantitative or qualitative method. Compare with the pure quantitative analysis index system of past, it can better reflect city brand is such a strong-subjective concept. In the end, the thesis carried on the substantial evidence analysis by Guiyang city. As a result of data analysis, it evaluate the state of the city brand of Guiyang city and put forward the suggestion.In short, the thesis gives its own thinking about how to understand city brand and try to search the new frame and new method of study the city problem. For the city manager, the thesis has certain reference value on the construction of the city brand.
|
