我国城市形象的品牌塑造——文献综述

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文 献 综 述

我国城市形象的品牌塑造

姓 学 号：100012007057

专 业：

授课教师：李琳

教你如何写一份标准的文献综述。

我国城市形象的品牌塑造

史玲玮

【关键词】城市品牌是一个城市在推广自身城市形象的过程中，根据城市的发展战略定位所传递给社会大众的核心概念，它对一个城市经济发展起着重要的推动作用，为适应现代城市发展趋势，打造出成功的城市品牌，在对城市品牌的构成和内涵进行深入分析的基础上，还需要在考察城市的各个发展力要素、城市品牌定位、城市CI设计、营销和城市品牌管理等综合因素之后，提出创新的城市品牌塑造思路。

【摘要】城市品牌；品牌定位；品牌塑造；核心竞争力；对策

Brand Molding of Chinese City

Ling-wei Shi

Abstract： The city is a city in the image of the city itself in the process of the development of cities，according to which the strategic positioning of the core concept for public，it to a city's economic development plays an important role in modern cities，in order to adapt to the development trend of the city，and create a successful brand，in the form of city brand connotation and in-depth analysis on the basis of investigation，still need in the city development power factor，the city of brand positioning，city，city marketing and CI design brand management and comprehensive factors，put forward the city after the innovation idea branding.

Key words： city brand；brand positioning；brand shaping；the core competitiveness；countermeasures

教你如何写一份标准的文献综述。

目 录

0引言----------------------------------------------------------------------------------------------------------------------------------------------------4 1城市品牌的定位--------------------------------------------------------------------------------------------------------------------------------4

1.1城市定位是联系品牌形象与目标消费者的无形纽带 -------------------------------------------------------------------------------4

1.2城市定位是建立城市品牌的基点 -------------------------------------------------------------------------------------------------------4

1.3城市定位是确立城市品牌的必要条件 -------------------------------------------------------------------------------------------------4

1.4城市定位是城市品牌传播的基础 -------------------------------------------------------------------------------------------------------4 2城市品牌的塑造--------------------------------------------------------------------------------------------------------------------------------5

2.1考察城市内部发展力要素和外部相关状况 -------------------------------------------------------------------------------------------5

2.2城市品牌定位 -------------------------------------------------------------------------------------------------------------------------------5

2.3城市CI设计与营销------------------------------------------------------------------------------------------------------------------------6

2.4城市品牌管理 -------------------------------------------------------------------------------------------------------------------------------6 3城市品牌的核心价值------------------------------------------------------------------------------------------------------------------------7

3.1凝聚力 ----------------------------------------------------------------------------------------------------------------------------------------7

3.2吸引力 ----------------------------------------------------------------------------------------------------------------------------------------7

3.3辐射力 ----------------------------------------------------------------------------------------------------------------------------------------7 4城市品牌与城市文化------------------------------------------------------------------------------------------------------------------------7 5城市品牌提升城市核心竞争力--------------------------------------------------------------------------------------------------------8

5.1通过城市形象定位塑造城市个性 -------------------------------------------------------------------------------------------------------8

5.2合理规划城市自然景观 -------------------------------------------------------------------------------------------------------------------8

5.3处理好城市建设与保护的关系 ----------------------------------------------------------------------------------------------------------8

5.4充分发挥政府对城市品牌塑造的主导性与调控作用 -------------------------------------------------------------------------------8 6我国城市品牌塑造的思考----------------------------------------------------------------------------------------------------------------8

6.1塑造城市品牌的必要性 -------------------------------------------------------------------------------------------------------------------8

6.2我国城市品牌塑造与提升中存在的问题 ----------------------------------------------------------------------------------------------9 7我国城市品牌的误区与对策---------------------------------------------------------------------------------------------------------- 10

7.1我国城市品牌塑造的误区 -------------------------------------------------------------------------------------------------------------- 10

7.2城市品牌塑造的原则 -------------------------------------------------------------------------------------------------------------------- 12

7.3城市品牌塑造的过程 -------------------------------------------------------------------------------------------------------------------- 13 8城市品牌案例---------------------------------------------------------------------------------------------------------------------------------- 13

8.1昆明 ----------------------------------------------------------------------------------------------------------------------------------------- 13