论公共关系对城市品牌的塑造

华中科技大学硕士学位论文论公共关系对城市品牌的塑造姓名：云凌燕申请学位级别：硕士专业：传播学指导教师：陈先红20060508IIIAbstractAlongwiththeacceleratingintheglobalizationoftheworldeconomy,thecompetitionbetweennationshasbeenmoreobviouslyfoundbetweencitiesincurrentdays.Thestatusofcityisontheriseandthecompetitionbetweencitiesisbecomingharsherandharsher.Urbanizationisboundtobethefutureofeconomicdevelopmentofeverymodernizedcountry.Inaworldofurbanmanagedandurbanizationwithafasterspeed,acitywithoutafeatureorbrandisjustlikeacitywithoutlife,whichwilldefinitelybeeliminateinthefloodofhistory.Thebuildingtoacity-brandcannotbedoneinoneday,infact,itconsistsofurbanplanningurbanconstructionurbanmanagedcommunicationofcity-brand,etc.,whichmeanshugeandintegratedeffortsandwantsaintegratedapplicationofvariousefforts.Ontheotherhand,intheprocessofbuildingacity-brand,city-brandcommunicationplaysanessentialanduniquerole.Meansofexpandingcity-brandcompriseads,publicrelations,mediapropagandaandsoforth.Publicrelations,whichisinthefeatureofamiable,reliable,persistentandpermeationhasanirreplaceablyimportantroleinthepropagandaofcity-brand.Startingwiththeroleofpublicrelationsinbuildingabrand,thisthesisdiscussedtheimpactsandstrategiesofpublicrelationsinbrandbuildingbyanalyzingthedefinition,generatingbasis,features,classificationandexpandedmethodsofcity-brand.Moreover,thethesistakesadetailedanalysisonthespecificclassificationofpublicrelationsstrategyintheprocessofbuildingbrandfromatacticsperspectiveanditishopedthatitcanoffersomesuggestionsoncity-brandbuildingfrombothstrategicandtacticsperspective.KeyWordsBrandUrbanBrandUrbanBrandCommunicationPublicRelationsIII20065_____“”2006520065111.11993“”“21“WTO19985“”2002“”“”“”“”“”“”“”“”“”2“SARS”1994“”“”3174213“”1595%1.21.2.1KevinLaneKeller“”1Kotler(1993),1··2003P253,,Kotler,,()1Waitt(1999),Gotham(2002)Waitt21.2.2“”3“”41()·2003P432200573,,2004P47420034411.31.3.11.3.21.3.3“”12005351.4“”622.1“”“”“”“”“”“”“”-72.2brandbrandr“”AMA1960“”1MD·“”2“”·2.32.3.112003P512[]2003P238“”A“”2.3.21“”Nike12002P689NikeNikeNike90Nike,Nike“”Nike“”Nike“”NikeNike80NikeNikeNike2.1.3802080202011·[]2002P6910——·120IBM2.1.4“”2070197822004P101113300600099.5182036611993“”“21“WTO19985“”1,2005P1212“”“”3.13.1.1“”3.1.22150%601313.1.3213.1.412004P3114·“”3.2KevinLaneKeller“”CIS153.2.1XUYI“”“”“”3.2.2“”163.2.33.2.4“”203.2.5“”“”“”“”173.33.3.1()“”200:“”15001/3,2()()()()()318“”“”,“”,“”“”“”“”“”,“”“”“”“”193.43.4.1——205920401,“”“””“”“”3.4.212004P11721··112004P942244.1“”23200364.22008200824CIPRA).2008CIPRA.417CIPRA“”CIPRA“”204.3112004325“”26“”4.49·11“”:NewYorkisunderattack.():NewYorkisunderrecovery.():NewYorkisrising.()27“”911..912ABCNBCCNNCBS“”:“”.2855.1positioning2050RosserReeves“”uniquesellingpropositionUSP“”11“”1.1999P26292““”“37571400352090IT“IT”IT4“”5“”6“”“”30“”,1997“”“”7“”“”“”“”“”“”“”“”“”5.25.2.11.“”()312.325.2.21.731410916820003331232.345.35.3.1“”“”“”200820012294.99415.3.21231:“”365.4“”“”“”“”“”“”“”“”“”“”5.5“”1.3“”“”“”“”373866.11236.23940[1]··..2000[2]···..20011[3]·..2000[4]..20051[5]·..2002[6]··..2005[7]··..20035[8]·..2001[9]·..2002[10]..200412[11]..20046[12]..20041[13]..20039[14]..2001[15]•..2003[16]..2000[17]..2004[18]··..2004[19],——2005[20]..200241[21]·[]..2002[22].“”.20043[23]...1220053[24]...24320056[25].“”.2002[26]..20053[27]..20057[28]..20034[29]...134200312[30].No.1.2003[31]2003[32]...1999[33][34]BlackstonMax(2000)“Observations:BuildingBrandEquitybyManagingtheBrandRelationships”,JournalofAdvertisingResearch,Vol.40[35]JillianC·SweeneyMacyChew(2002)“UnderstandingConsumer-ServiceBrandRelationships:ACaseStudyApproach”,AustralasianMarketingJournal,10(2),pp.26-43[36]Bruning,StephenD.,Ledingham,JohnA.(1999).“Relationshipsbetweenorganizationsandpublics:Developmentofamulti-dimensionalscale”PublicRelationsReview25(2)pp.157-170.[37]Grunig,JamesE.andHuang,Yi-Hui(2000).“Fromorganizationaleffectivenessto42relationshipindicators:Antecedentsofrelationships,publicrelationsstrategies,andrelationshipoutcomes,”In(Eds.)J.A.LedinghamandS.D.BruningPublicRelationsasRelationshipManagement:ARelationalApproachtoPublicRelations,LawrenceErlbaumAssociates,Inc.,Mahwah,NJ.[38]Ledingham,JohnA.(2003).ExplicatingRelationshipManagementasaGeneralTheoryofPublicRelations,JournalofPublicRelationsResearch,15(2),181-198.[39]JenniferAcker,SusanFournier(1995)“ABrandasaCharacter,APartnerandaPerson:ThreePerspectivesontheQuestionofBrandPersonality”,AdvancesinConsumerResearch.Vol.22[40]Center,A.H.andJackson,P.(1995).Publicrelationspractices:managementcasestudiesandproblems(5thed.).EnglewoodCliffs,NJ;PrenticeHall.[41]Cutlip,S.M.,Center,A.H.,&Broom,G.M.(1987).Effectivepublicrelations(6thed.).EnglewoodCliffs,NJ:Prentice-Hall.[42]Ehling,WilliamP.(1992).“Estimatingthevalueofpublicrelationsandcommunicationtoanorganization.”InJ.E.Grunig,D.M.Dozier,W.P.Ehling,L.A.Grunig,F.C.Repper,andJ.White(eds.),ExcellenceinPublicRelationsandCommunicationManagement.Hillsdale,NJ:LawrenceErlbaumAssociates,617-638.[43]Fournier,S.ConsumerandTheirBran