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  本文關鍵詞：重慶城市形象傳播戰(zhàn)略與媒介策略　出處：《重慶工商大學》2009年碩士論文　論文類型：學位論文

  更多相關文章： 重慶 城市形象 傳播 戰(zhàn)略

【摘要】： 20世紀90年代,美國哈佛大學小約瑟夫?奈(Joseph S. Nye, Jr.)提出了“文化軟實力”理論。他認為:一個國家的綜合國力既包括由經(jīng)濟、科技、軍事實力等表現(xiàn)出來的“硬實力”,還包括以文化和意識形態(tài)吸引力體現(xiàn)出來的“文化軟實力”。 “文化軟實力”理論對城市發(fā)展和競爭具有借鑒意義。重慶作為中國年輕的直轄市,經(jīng)濟高速發(fā)展,物質文明不斷提升。但是重慶在城市之間的競爭力、吸引力和影響力卻相對較弱。在這個背景下,重慶提出城市形象傳播的戰(zhàn)略,提升重慶城市的“文化軟實力”。 2003年以來,重慶一直致力于重慶城市形象傳播,設計了重慶城市形象標志——“人人重慶”。2008年重慶市統(tǒng)計局在全國范圍內做了關于重慶城市形象的調查研究,數(shù)據(jù)顯示:58.9%的重慶市民表示不知道這一形象標志。 可見,重慶城市形象傳播戰(zhàn)略在一定程度上出現(xiàn)了問題。面對重慶城市形象傳播的問題,本文以傳播學、符號學和品牌學理論對重慶城市形象傳播戰(zhàn)略進行研究,提出具有可操作性的建議和策略,提升傳播重慶城市形象的水平。 首先,第一章對重慶城市形象傳播研究背景、實際意義以及研究的主要內容進行闡述。 第二章是對城市形象理論闡述,主要是通過對國內外城市形象研究的成果進行文獻研究,總結出學者們對城市形象理論的看法,從而提出自己對城市形象理論的看法。 第三章主要是對重慶城市形象傳播與重慶城市發(fā)展的二維關系進行研究,闡明傳播重慶城市形象可以帶動重慶多個維度的快速發(fā)展。 第四章是對重慶城市形象傳播的內容進行論述,重慶城市形象傳播內容包括三個方面,即重慶城市政治形象、經(jīng)濟形象和文化形象。 第五章是對重慶城市形象中的“我形象”和“他形象”進行對比分析,發(fā)現(xiàn)兩者之間存在的問題,實現(xiàn)“我形象”與“他形象”的統(tǒng)一。此外還對重慶城市形象傳播的符號進行分析,對重慶城市形象標志——“人人重慶”提出看法。 第六章是重慶城市形象的傳播戰(zhàn)略。重慶城市形象的傳播戰(zhàn)略包括重慶城市形象品牌戰(zhàn)略和文化戰(zhàn)略,兩者對傳播重慶城市形象起到積極的推動作用。 第七章是重慶城市形象傳播的策略。本章從人際傳播、新聞傳播、廣告?zhèn)鞑ズ凸�關傳播四個方面,對重慶城市形象傳播提出建議。 本文認為,造成目前重慶城市形象傳播不佳的原因是:一是傳播力不夠,尚未讓受眾充分認知;二是符號系統(tǒng)能指和所指問題尚未解決;三是對重慶城市歷史和城市精神的挖掘不夠,造成重慶城市形象魅力不足,影響力不大;四是過度依賴政府,市民的主動性不夠。對此,提出相應的重慶城市形象傳播戰(zhàn)略和策略。一是戰(zhàn)略上,加強品牌戰(zhàn)略和文化戰(zhàn)略。二是策略上,加強重慶城市形象傳播力和影響力,從人際傳播、新聞傳播、廣告?zhèn)鞑�、公關傳播四個方面對重慶城市形象進行提升。
[Abstract]:In the 1990s , Joseph S . Nye , Jr . , a Harvard University professor , put forward the theory of " cultural soft power " . The theory of " cultural soft power " has reference significance to urban development and competition . Chongqing is a young Chinese municipality with high economic and high speed , and the material civilization is continuously promoted . However , Chongqing ' s competitiveness , attraction and influence among cities are relatively weak . In this context , Chongqing proposes the strategy of urban image transmission and promotes the " cultural soft power " of Chongqing city . Since 2003 , Chongqing has been committed to the urban image transmission of Chongqing , designed Chongqing city image sign _ " Everyone Chongqing " . In 2008 , Chongqing Municipal Bureau of Statistics made a survey and research on the city image of Chongqing nationwide . The data show that 58.9 % of the citizens of Chongqing said they do not know this image sign . It can be seen that Chongqing ' s urban image transmission strategy has some problems to a certain extent . In the face of the problem of the urban image transmission in Chongqing , this paper studies the urban image transmission strategy of Chongqing with the theory of communication , semiology and brand theory , and puts forward some feasible suggestions and strategies to promote the dissemination of Chongqing ' s urban image . First , the first chapter expounds the background , practical significance and main contents of the study of Chongqing ' s urban image communication . The second chapter is about the urban image theory , mainly through the literature research on the research of the city image at home and abroad , summarizes the scholars ' views on the theory of the city image , and puts forward its own views on the theory of the city image . Chapter three focuses on the study of Chongqing ' s urban image transmission and the two - dimensional relationship between Chongqing ' s urban development , and expounds that the dissemination of Chongqing ' s urban image can lead to the rapid development of Chongqing ' s multiple dimensions . The fourth chapter discusses the content of Chongqing ' s urban image transmission , including three aspects , namely , Chongqing ' s urban political image , economic image and cultural image . The fifth chapter analyzes the " I image " and " his image " in the city image of Chongqing , finds out the problems existing between them , realizes the unification of " my image " and " his image " . In addition , the symbol of the urban image transmission in Chongqing is analyzed , and the view of Chongqing city image sign _ " Everyone Chongqing " is put forward . The sixth chapter is the communication strategy of Chongqing ' s urban image . The communication strategy of Chongqing ' s urban image includes the brand strategy and cultural strategy of Chongqing ' s urban image , both of which play a positive role in spreading the city image of Chongqing . The seventh chapter is the strategy of the urban image transmission in Chongqing . This chapter puts forward some suggestions for the dissemination of urban image in Chongqing from four aspects : interpersonal communication , news dissemination , advertising communication and public relations . This paper holds that the reason for the poor dissemination of Chongqing ' s urban image is that one is not enough to spread the force , yet it has not been fully recognized by the audience ; the second is that the problem that the symbol system can refer to and the problem has not been solved ; thirdly , it is not enough for the city history and the city spirit of Chongqing to be solved ; thirdly , it is a strategy to strengthen the brand strategy and the cultural strategy . One is to strengthen the communication force and influence of the city image in Chongqing .

【學位授予單位】：重慶工商大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F299.2;G206

【引證文獻】

相關期刊論文 前1條

1 王燦;;媒介在構建城市形象中的角色和策略——以鄭州市為例[J];中共鄭州市委黨校學報;2013年01期

相關碩士學位論文 前6條

1 季琳;重慶兩江新區(qū)背景下北碚城市形象建設[D];西南大學;2011年

2 邱兆敏;政府加強城市形象網(wǎng)絡傳播的對策思考[D];吉林大學;2010年

3 屈麗麗;媒介事件中的區(qū)域形象傳播[D];蘭州大學;2012年

4 竇一晨;城市形象媒介傳播的策略選擇[D];廣西大學;2012年

5 張沁;次國家行為體與國家形象建設[D];復旦大學;2012年

6 郭婷;城市形象傳播策略探析[D];陜西師范大學;2012年

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本文編號：1421050