【作者】 谢婧；

【导师】 何春晖；

【作者基本信息】 浙江大学 ， 传播学， 2009， 硕士

【副题名】以杭州为例

【摘要】 城市形象是一座城市的无形资产,是一个城市综合竞争力不可或缺的要素,它不仅是城市发展的重要标志,还可以给城市带来巨大的经济效益。认识到城市形象传播的意义和价值,在全球化的背景之下,中国城市不仅满足于在国内传播城市形象,开始了在世界舞台上传播城市形象的探索。但是,城市形象的塑造不是靠几个广告宣传片、公关活动就可以完成,而需要城市管理者将城市形象的国际公共关系管理作为城市管理的一个分支,进行系统地管理。公共关系作为一种传播管理的职能在城市形象的管理中发挥重要作用。本文从国际公共关系学的视角出发,对城市形象国际公关管理进行理论研究和实践总结,创造了城市形象国际公共关系管理的模式,并对其基本问题进行分析。从城市形象国际公关的战略步骤出发,本文阐述了城市形象国际公关的核心,城市形象的内涵,对城市形象国际公关的主体运行机制进行探索,对城市形象国际公关的策略做了归纳,对全球化背景下的传播环境以及所需的全球传播能力进行解读,并分析了国际公众的类别及特征,建构起城市形象国际公关的理论框架。此外,本文还梳理了近年来杭州城市形象国际公关的实践,总结其经验,提出了不足。更多还原

【Abstract】 City reputation is a city’s intangible assets, which is the indispensable element of overall competitiveness of a city. It is not only an important indicator of urban development, but also can generate huge economic benefits for the city. Recognizing the significance and the value of city reputation, the Chinese cities not only spread city reputation at home, and began to spread on the world stage. However, the shape of the city reputation can not just completed by several advertisings, public relations activities. The build of city reputation in the context of globalization, we should follow the theory of international public relations management, which is a branch of city management.As a function of communication management, public relations plays an important role in the management of city reputation. This article view from the international public relations’ perspective, analyzed the theory and the practice of the international public relations of city reputation, and created the model of international public relations management of city reputation. Followed the strategic steps of international public relations management, this paper reveals the core concept and the connotation of city reputation, the operating mechanism of the organizations related to city reputation, the strategy of international public relations and the capacity needed in global environment. In addition, this paper sums up the practice of international public relations of Hangzhou in recent years and summarized its experience and point out the disadvantage.更多还原