【作者】 朱子茜；

【导师】 杨魁；

【作者基本信息】 兰州大学 ， 传播学， 2013， 硕士

【摘要】 这是一个品牌化的时代,品牌传播活动正在全球蓬勃展开。从宏观来看,各行各业的企业主甚至国家政府、机关单位,都越来越强调品牌的建设和管理,并投入巨资进行品牌传播活动。具体来看,人们的生活、工作、学习中,充斥着大量的品牌信息,买东西看产品品牌,读大学看大学品牌,旅游也要看目的地的品牌。不难看出,“品牌”已从最初的区别产品出处的作用,到如今发展成一种品牌文化；同时,它也从最初的单纯的产品品牌衍生出目前备受关注的“区域品牌”。在这样的背景下,本文以广东区域品牌传播作为研究对象,试图展现广东这一我国改革开放的前沿阵地的区域品牌传播现状,以期对其他地区的区域品牌建设和传播工作有所借鉴；同时,选择四大门户网站之一的“新浪网”作为样本来源,是因为随着智能手机等终端设备的普及,网络已经与人们的生活息息相关,是人们获取信息的主要渠道,在这种新媒体环境下,以网络媒体作为样本来源,具有时代意义。全文由五部分组成：第一,绪论。概括研究背景,明确研究目的,列举研究方法,对中外有关“区域品牌传播”的研究现状进行整理并做简明的综述。第二,核心概念阐述。通过大量阅读与本研究有关的文献资料,进而对本文涉及的“品牌”“区域品牌”“区域品牌传播”等核心概念进行阐述。第三,广东区域品牌传播资源分析。在广泛搜集有关广东地区各方面资料的基础上,有条理的展现广东在自然、政治、经济、文化五个方面的区域品牌传播资源,重点是对广东区域品牌传播而言有利的“优势资源”进行梳理。第四,对广东区域品牌传播现状在新浪网的媒介呈现进行内容分析,以图表和文字相结合的方式展现广东区域品牌传播概况,考量各个传播主体在现有条件下的对区域品牌传播的贡献如何。第五,广东区域品牌传播存在的问题及对策性建议。在整体把握广东现有区域品牌传播资源的基础上,根据广东区域品牌传播在新浪网的媒介呈现情况,总结广东区域品牌传播存在的主要问题,并提出对策性建议。更多还原

【Abstract】 This is an era of the brand, the global brand communication activities are being carried out vigorously. From the macroscopic view, all walks of business owners, even national governments and institutions, are increasingly emphasis on brand building and management, meanwhile invested heavily in brand communication activities. Specifically, people’s life, work and study are filled with brand informations. Not only shopping depends on the product brand and education depends on university brand, but also tourism depends on the destination brand. It is obvious that the function of the "brand" has been transformed from the distinguishment between product origin at first to a brand culture by now. At the same time,"Regional brand" also derived from the initial simple product brand.In this context, this paper taking regional brand communication in Guangdong as the research objects. To try to show the current situations of regional brand communication in Guangdong, which is the forefront of the China’s reform and opening up? In order to, as a reference for the brand building and dissemination in other areas. In addition, selecting "Sina" as the sample source, because of the popularity of terminal equipment, such as the smart phones. Network is already closely related to people’s life, becoming the main channel for people to access to information. In this new media environment, taking the network media as the sample source has the contemporary significance.The thesis consists of five parts:First, the introduction which summarized the research background, clarified the research purposes, listed the research methods and made a concise review of foreign relevant research on "regional brand communication". Second, the description of the core concepts. Through a lot of reading on relevant research achievements, to define and describe the core concepts, such as "brand","regional brand" and "regional brand communication" Third, the analysis of the resource in Guangdong region brand communications. Based on the extensive collection of the relevant information on various aspects of the Guangdong region, structured to show the resources of the regional brand communication in five aspects:natural, political, economic and cultural. Focus on sorting out the "superior resources" in terms of favorable brand in Guangdong region. Fourth, analysis the current situations of Guangdong region brand communications in Sina. Combined the charts with text to show a general situation of brand communication in Guangdong area,to consider and discuss the contribution of each communication subjects under the existing conditions for the regional brand communication. Fifth, the problems and countermeasures recommendations of brand communication in Guangdong. On the basis of the overall grasp of existing regional resources and according to the brand communication media presentation on Sina of Guangdong. To sum up the main problems of brand communication in Guangdong and put forward countermeasures recommendations.更多还原