浅析潍坊城市品牌形象塑造策略

题目：浅析潍坊城市品牌形象塑造策略学院：文学与新闻传播学院专业：广告学学生姓名：刘晓伟时间：2008年2月中文摘要I摘要城市形象是城市给予人们的综合印象和观感，以及人们对城市的性质功能和其外在表现的领悟。它涉及城市的实力、潜力、活力、魅力等多个方面。城市形象的优劣影响到人们对城市的评价和认同，关系到城市经济和社会的整体发展。城市形象是新经济条件下极其重要的“注意力资源”。它是城市内部诸要素，经过长期综合发展，给人形成的一种潜在的、直观的反应和评价。它是各个城市的历史文化个性与其走向现代化、国际化的共性的和谐融合，体现了每座城市过去的历程，也体现着城市未来的追求和发展方向。一个好的城市品牌形象塑造策略将为城市的发展提供长久推动力。城市形象本身就是生产力。在这一个崇尚个性化的时代，任何一座城市如果不能塑造自己独特的形象，就不可能引起世人的关注和青睐，城市的发展必然受到限制。随着中国经济社会的发展，越来越多的城市开始注重自己形象的塑造。城市形象塑造已经成为当今比较热的一个课题。本文以潍坊城市品牌形象塑造为例，从城市品牌形象塑造的背景、定位、内容、执行策略上层层考察，并做了一个总体分析，同时延伸到同类城市，为城市品牌形象塑造提供借鉴。并树立起一个观念：建设城市形象不仅要有计划，更要合理规划，制定符合自己城市特色的战略，只有这样城市形象的塑造才能达到良好的效果。关键词：城市形象，品牌，形象识别IIAbstractCityimageistheimpressionandcomprehensiveperceptioncitygivepeople,andzhecomprehensionofit’sanditspeopleunderstandtheexternalperformance,whichinvolvescity'sstrengthandpotential,vitality,charmandmanyotheraspects.Theprosandconsofcityimagetoaffectpeople'srecognitionandevaluationofthecity,therelationshiptothecity'soveralleconomicandsocialdevelopment.Cityimageisaextremelyimportantfocusresourceintheneweconomicconditions.Acity'simagealsoreferstovariousfactorsofthecity,afteralong-termcomprehensivedevelopment,peopleformedapotentialandintuitiveresponseandevaluation.Itisthecity'shistoricalandculturalpersonalityanditsmodernizationandinternationalizationoftheharmoniousintegrationofcommon.Itembodiesthecitieseachofthepasthistory,butalsothefutureofthecity'spursuitanddevelopmentdirection.Acity'simageitselfisproductivity.Inthisrespectanage,anycityifitcannotshapeitsownuniqueimage,itisimpossibletocausetheworld'sattentionandfavor,thecity'sdevelopmentwillinevitablybelimited.AsChina'sdevelopmenteconomicandsocity,moreandmorecitiesemphasisonthecity’’simage-building.Acity'simagehasbecomeahottopic.ThispapertakesWeifangCitybrandimage-buildingasanexample,fromurbanbrandimage-buildingbackground,location,content,implementationofstrategiesatalllevels,doageneralanalysis,andextendtosimilarcities,urbanbrandimage-buildingforreference.Andestablishaconcept：Thebuildingofcityimagenotonlyinplannedandmorereasonableplanning,itmustmakeastrategywhichsiutthecity'scharacter,it’stheonlywayacity'simageoftheshapetoachievegoodresults.Keywords:cityimage,brand,cityidentity目录III目录摘要..............................................................................................................................................IAbstract...........................................................................................................................................II目录............................................................................................................................................III第一章引言.................................................................................................................................11.1写作背景.............................................................11.2研究思路及意义.......................................................11.3发展趋势.............................................................11.4文章主要内容.........................................................2第二章城市品牌形象分析.............................................................................................................32.1背景分析.............................................................32.1.1城市形象概述...................................................32.1.2形象相关要素...................................................32.2潍坊城市形象.........................................................42.2.1潍坊整体形象介绍...............................................42.2.2世界风筝之都...................................................52.2.3现代化民俗城市.................................................62.2.4江北园林名城...................................................6第三章潍坊城市形象策略.............................................................................................................73.1城市口号与形象定位...................................................73.1.1城市备选口号...................................................73.1.2潍坊形象定位...................................................73.2城市品牌现状.........................................................83.2.1城市形象识别...................................................83.2.2城市外观设计...................................................83.3城市形象塑造........................................................103.3.1媒体文化点亮城市品牌.........................................103.3.2广告城市的时尚品牌...........................................113.3.3历史发掘形象塑造元素.........................................123.3.4节会推行体验式营销...........................................13第四章不足及改进策略分析.......................................................................................................154.1潍坊城市形象塑造策略的不足..........................................154.1.1品牌支撑单一................................................154.1.2文化表现单薄................................................154.1.3整合营销不足................................................154.2策略改进建议........................................................15结论................................................................................................................................