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论文编号：	3334
作者编号：	2120092399
上传时间：	2011/6/8 10:53:23
中文题目：	中国城市品牌再定位模式研究
英文题目：	Study on Pattern of the City Brand Repositioning In China
指导老师：	白长虹
中文关键字：	城市品牌定位 城市品牌再定位 城市品牌再定位模式
英文关键字：	City Brand Positioning City Brand Repositioning
中文摘要：	随着全球一体化和城市化进程的加剧，城市之间的竞争日益激烈。城市之间的竞争已不仅仅体现在城市经济、文化等方面的角逐，城市品牌已成为城市间新的竞争方式，而城市品牌定位正是城市品牌建设的首要问题。现阶段我国城市品牌定位存在一些问题致使城市品牌竞争力不足。伴随着外部竞争环境及城市自身条件的变化，城市品牌再定位已成为城市发展与品牌提升的必然要求。 本文立足于城市品牌的理论基础，以城市品牌定位与再定位为切入点，试图通过对文献与实践的梳理与总结，初步提出城市品牌再定位的模式，并以案例作为佐证，针对城市品牌再定位的模式提出其相对应的策略，以求对我国城市品牌再定位提供参考性建议。本文主要包括以下六章。 第一章介绍了论文的选题背景和研究意义，阐明本文的研究内容、研究方法及创新之处。 第二章为国内外相关文献回顾，本章对城市品牌、城市品牌定位及再定位方面的理论进行梳理与总结，分析城市品牌定位与再定位之间的关系，为下一章的分析做好理论基础。 第三章首先介绍国外城市品牌再定位的实践情况；接着对我国城市品牌定位的现状进行分析，归纳总结城市品牌定位方面的现存问题，并阐述国内城市品牌再定位的初步发展现状；最后在我国城市品牌再定位现状的基础上，分析再定位的动因，并对城市品牌再定位的模式进行初步探析。 第四章以城市品牌根本型再定位模式为研究对象，阐述其定义与特点；同时以伦敦作为标杆性案例，对其城市品牌定位及再定位的过程进行分析，并总结伦敦城市品牌再定位的启示；最后针对根本型再定位模式提出策略。 第五章以城市品牌改进型再定位模式为研究对象，阐述其定义与特点；继而以杭州作为标杆性案例，对其城市品牌定位及再定位的过程进行分析，并总结杭州城市品牌再定位的启示；最后针对改进型再定位模式提出策略。 第六章为结论部分，总结了本文的主要研究结论，指出研究过程中的不足，并对未来的研究方向作以展望。
英文摘要：	With the increasing trend of globalization and urbanization, the competition among cities is becoming more and more vehement. The competitions have not only been reflected in the economy and culture aspects, and the city brand is becoming a new competition style, and also the city brand positioning is just the primary problem of the city brand construction. At the present, some problems exist in the city brand positioning and they make the city brand competitiveness inadequate. With the external competition environment and urban condition changing, the city brand repositioning has becoming an inevitable request for the city development and brand enhancement. This paper is based on the theory of city brand and the city positioning and repositioning are the breakthrough points, trying to heckle and summaries the literature and practice, and propose the city brand repositioning pattern with the cases corroborating. Then the paper puts forward the measures corresponding with the patterns,in order to provide referential suggestions. This paper concludes six chapters. The 1st chapter introduces the research background, significance, research methods and innovative points of this paper. The 2nd chapter reviews the relevant literature home and abroad on several subjects, such as city brand, city brand positioning and repositioning. And also analyses the relationship between the positioning and repositioning in order to make the theory foundation. The 3rd chapter introduces the practice of the foreign city brand repositioning at first; then analyses the situation of city brand positioning in our country, summeries the existing problems in brand positioning, and expounds the domestic city brand repositioning preliminary development; finally analyses the repositioning motives based on the present situation,and analyses the city brand repositioning patterns preliminarily. The 4th chapter treats the city brand fundamental type as the research object and illustrates the definition and characteristics; at the same time this paper sees London as the representative case, analyses the process of its positioning and repositioning, then summeries the apocalypses of the London city; finally the paper puts forward tactics to the fundamental type. The 5th chapter treats the city brand improved type as the research object and illustrates the definition and characteristics; at the same time this paper sees Hangzhou as the representative case, analyses the process of its positioning and repositioning, then summeries the apocalypses of the Hangzhou city; finally the paper puts forward tactics to the improved type. The 6th chapter is the research conclusion, it summarizes the main research results, points out the shortage during the course of the research, then looks to the future direction of the research.
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