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论文编号：	2358
作者编号：	2120082150
上传时间：	2010/6/9 20:57:08
中文题目：	基于顾客体验的城市文化传播研究
英文题目：	Study on Urban Culture Spread: Based on Customer Experience Theory
指导老师：	白长虹
中文关键字：	城市文化 传播 顾客体验
英文关键字：	Urban Culture; Spread; Customer Experience
中文摘要：	随着城市竞争日趋激烈，城市管理者越来越重视城市品牌的建设。城市品牌建设的根本是要找到自己的区隔点，从而打造差异化的品牌形象。而文化作为城市的一种软实力，逐渐受到城市管理者的重视。文化是城市的灵魂。每个城市都有自己独特的文化，那如何才能让顾客领略到这份独特的文化呢？这就需要有效的城市文化传播，把一个城市的历史、精神、形象、生活方式等无形要素传递给顾客。虽然我国的城市文化传播在近几年取得了迅猛发展，但与发达国家相比，还存在较大差距，如城市管理者对城市文化理解狭隘，传播手段单一、同质化严重，传播内容缺乏吸引力，缺乏互动和参与等。本文的研究目的旨在解决上述问题，为我国城市文化传播提供策略建议。 那么如何解决我国城市文化传播中遇到的问题呢？顾客体验理论为我们提供了一个新颖的视角。人们每次来到城市进行的都是一次经验之旅，寻求的是一种体验，一次情感上的经历，一种心理上的满足，一种文化上的认同，这些才是刺激顾客来到城市消费的根本动力。因此，顾客体验是城市品牌建设的驱动力。更为重要的是，文化是需要体验的，没有体验文化就只是一个抽象的概念。文化的传播只达到“印象”或“联想”效果是不够的，只有体验才能真正让顾客感知到文化。因此，如何塑造积极的顾客体验就成为城市文化建设和传播的根本目的。本文从文化传播的最终效果入手，以顾客体验作为研究起点来探讨城市文化传播，发现文化传播的机理、路径。提出基于顾客体验的城市文化传播模型，并对传播主体、传播对象、传播内容、传播媒介以及传播效果五个要素进行界定和深入分析，从而得出我国城市文化传播应遵循的原则，并结合案例分析，提出针对性的建议和对策，以期更好的指导我国城市文化传播。
英文摘要：	With the city competition becoming tougher and tougher, city administrator regard city brand as a source of core competitive strength. The basic is to find its own separation point, thus creating brand differentiation. As a kind of soft power, the culture has gradually get attention. Culture is the soul of the city and every city has its own unique culture. But, how can customers experience the unique culture? It is the effective dissemination of urban culture that can solve the problem. City administrator need to deliver history, spirit, image, lifestyle and other intangible elements to customers. Although the spread of urban culture in china has made rapid progress in recent years, there is still a big gap compared with developed countries. The problems include lack of understanding of urban culture, communication means are serious homogeneous, content is unattractive etc. The study aims to address these issues and to provide strategic proposals for the dissemination of urban culture in china. Customer experience theory provides us with a valuable perspective. People come to cities, seeking for an experience, a kind of psychological satisfaction and cultural identity, which are fundamental attraction for customer consumption. Therefore, the customer experience is the driving force of urban brand. More importantly, culture needs to be experienced. Without experience culture is just an abstract concept. The spread of culture reached only impressions or association effect is not enough, only can experience really make customers aware of culture. Therefore, how to create positive customer experience becomes the ultimate purpose of culture spread. In this paper, we take customer experience as a research starting point to explore the mechanism of culture spread and come up with an urban culture spread model which is based on customer experience theory. Following that, we define and give in-depth analysis of five elements of urban culture spread. Combined with case analysis, specific recommendations and proposals are provided in the end in order to better guide the spread of urban culture in china.
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