【作者】 卢伟；

【导师】 欧阳友权；

【作者基本信息】 中南大学 ， 传播学， 2011， 硕士

【摘要】 城市是现代社会地区经济、政治与文化活动的主要场所。随着世界经济一体化和都市化进程的加快,城市在为人类社会作出巨大贡献的同时,其自身发展也面临着越来越大的挑战。城市品牌作为现代都市形象的标志物,不仅凝结了城市最为珍贵的注意力资源,更能为城市发展提供新的动力、核心竞争力和文化软实力。大众媒体作为城市品牌的主要传播载体,是沟通城市主体与其利益相关者的桥梁,也是实现城市品牌快速传播和有效增值的重要媒介。改革开放以来,我国的城市化进程得以快速推进,城市数量与规模迅速发展,这使得城际间的竞争日趋激烈。各大城市要想在激烈的竞争环境中立于不败之地,就必须充分发掘自身的优势资源,借助大众媒体传播城市品牌。本文以探讨大众媒体如何有效传播城市品牌为持论原点,从大众传播学、市场营销学与公共管理学的学科视角,立足于国内外相关研究成果以及具体的城市品牌传播案例,在廓清大众媒体、城市品牌、城市品牌传播等概念的基础上,阐明了我国大众媒体传播城市品牌的现状,从理论上辨析了大众媒体与城市品牌传播之间的必然关联,分析了大众媒体在城市品牌传播体系中的角色定位与功能效用。然后,对城市品牌的媒体传播途径(如印刷媒体、电子媒体、新媒体)进行了功能与策略上的分析,指出了当前我国大众媒体在城市品牌传播中存在的三类问题,即传播内容同质化、传播方式单一化与传播过程断裂化,揭示了产生这些问题的主要成因,如认识上的误区、观念上的陈旧和目标受众市场细分有欠精准等。针对这些问题,本文尝试提出了相应的解决对策,如积极参与,增强媒体的社会责任；准确定位,提升品牌影响效力；注重细节,挖掘城市文化内涵；有效联动,优化媒体传播结构等。最后,本文以国内外优秀城市品牌为例,进行了传播实践层面上的案例考察。国外选择了伦敦、纽约与巴黎等几个最具品牌传播特色的城市进行了举证分析；国内则重点对长沙媒体传播长沙市城市品牌现状进行总结归纳,并提出了一些建设性意见。在结语部分,针对媒体融合时代我国城市如何实现品牌化建设,以及如何利用大众媒体有效提升城市品牌传播效果等,做了一些粗浅的思考。更多还原

【Abstract】 City is the main venue for regional economic, political and cultural activities in modern society. With the acceleration of the world economic integration and urbanization, city makes a significant contribution to human society. Meanwhile, its own development faces the increasing challenges. The brand of city, as a symbol of the image of modern city, not only embodies the most precious attention of the city, but provides the new impetus, core competitiveness and cultural soft power to the development of the city. The mass media as a major communication carrier for urban brand is not only a main bridge for the communication between city and its stakeholders, but also an important medium for realization of rapid communication and effective increment of city brand. Since reform and opening, China’s urbanization process has been rapidly furthered and the number and size of the city has been increased quickly, which makes inter-city competition become increasingly fierce. Major cities which want to stand in an invincible position in the fierce competitive environment, must fully exploit the advantages of their own resources in virtue of the mass media to promulgate the city brand.From the perspective of mass communication, marketing and public management, and on the basis of the clearance of the concept of mass media, city brand, brand communication, this article, established in the research results at home and abroad as well as specific cases of urban brand communication, discusses takes how mass media effectively spreads the city brand as the holding origin, clarifies the current situation of urban brand communication of mass media in China, analyses the inevitable association between mass media and brand communication, and the role orientation and function of the mass media in the system of city brand communication. Then, according to the function and strategy analysis of the mass medias (such as print media, electronic media, new media) effectively carry out city brand communication, the thesis points out that the domestic mass media in urban brand communication has three defects, that is, the homogenization of communication content, simplification of the mode of transmission and the break of communication process, then reveals the main causes of these problems, such as the erroneous understanding, the old concept and target so far from accurate for its division into segments by markets. To solve these problems, the thesis tries to put forward corresponding countermeasures, such as active participation, enhancing the media’s social responsibility; accurate positioning, enhancing the brand effect; attention to details, tapping the cultural connotation of the city; effective interaction, and optimizing the structure of mass media.Finally, taking brand of the best cities at home and abroad as example, the thesis makes the case study of the communication on the practical level. In foreign countries the thesis chooses several cities such as London, New York and Paris, and several other cities which have the most unique features for brand communication as evidence to analyze; In China, it focuses on the present condition of the brand communication of mass media in Changsha to summarize, and makes some constructive comments. In the conclusion, in view of how to achieve brand construction in the era of media convergence, and how to use mass media effectively to improve the effects of city brand communication, and the thesis makes some simple thinking.更多还原