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论文编号：	3608
作者编号：	2220100795
上传时间：	2011/11/2 11:25:44
中文题目：	苏州城市品牌建设研究
英文题目：	City Brand Construction in Suzhou
指导老师：	白长虹
中文关键字：	关键词：城市品牌;品牌定位;品牌传播; 整合管理
英文关键字：	Key Words: City Brand, Brand Positioning, Brand Communication integrative management
中文摘要：	苏州是一座有着悠久历史的文化名城，但近年来，过于重视经济发展，与周边的杭州、上海，乃至市内的常熟等城市相比，存在城市品牌定位不清晰、品牌传播缺乏稳定性和系统性和缺乏全方位参与等问题，品牌影响力大不如前，失去了城市本来的魅力。从国际国内一些著名城市的品牌建设和经验来看，一个城市并非有了优势的条件和资源，就可以形成城市的影响力，城市品牌建设需要科学的方法。本研究回顾了品牌、品牌定位、品牌传播以及城市品牌、城市品牌定位、城市品牌传播相关理论，借鉴了杭州、丽江、山东等省市在城市品牌建设中的成功经验，从城市品牌定位、品牌传播、与品牌整合管理三个方面，提出了苏州城市品牌建设的策略。本研究认为，苏州城市品牌的建设应当采取“整体塑造、重点推进”的模式。所谓整体塑造，就是指要提升苏州城市的整体形象，并不拘泥于某个特定领域的具体主张，例如强调经济地位、历史感、文化性或是旅游特色。这些要素应当一致地整合到一个相对全面的苏州城市品牌定位之下。所谓重点推进，就是指在与其他城市品牌的竞争中，突出苏州最具代表性的品牌要素，彰显苏州独特的底蕴。本研究认为，要提升苏州的品牌形象，打造一座“历史的、文化的、现代的苏州”，就要坚持适切性、系统性、差异性、文化性、延伸性、协调性等六项原则，从区位特征、特色资源、支柱产业、历史文脉等顾客的视角出发，借助人员促销、广告宣传、公关活动、营业推广和网络传播等策略，强化“文化苏州”的定位与经济强市并重，传统文化苏州与现代都市新苏州并行。注重地域品牌与产业品牌互补，工商品牌与城市品牌联动，城市品牌建设中整合动态适应。总之，苏州应通过基于顾客视角的苏州城市品牌竞争力的提升，使目标受众通过不同的感知和认同要素对苏州产生清晰明确的印象和美好联想，可以实现受众、城市、社会三者关系的协调发展，推动城市核心竞争力的形成。
英文摘要：	Suzhou is a cultural city with long history. But in recent years, it make too much emphasis on economic development while little on city branding building. The cities around Suzhou, like Hangzhou, Shanghai and even Changshu which is a lower level city in Suzhou have owned great reputations. There is not clear city brand positioning, and lack of stability of the brand communication system and citizen participation in Suzhou. The influence has not caught the past and lost its original charm. Some well-known international and domestic brand-building experiences tell us that not a city with attractive terms and resources can influence the formation of cities brand. City brand building requires a scientific approach. This research review the brand, brand positioning, brand communications, and urban brand, urban brand positioning, brand communications related to urban theory, learns from the experience of Hangzhou, Lijiang, and Shandong provinces in the city's successful brand building, then proposes the strategy of urban brand building of Suzhou from branding positioning, brand communication, and brand integrative management. We propose that the city branding of Suzhou should take the model as overall shape and key point promotion. Overall shape means that not single area should be emphasized, for example economic level, historical sense, cultural background or tourism. These elements should be gathered under a relatively overall brand positioning. Key point promotion means that in the competition with other cities, Suzhou should exhibit its most impressive brand elements which can be seen as the core resources of Suzhou. We propose that to improve brand image, Suzhou created a "historical, cultural, modern Suzhou", we must adhere to the feasibility of the principle of integrity principle, the principle of difference, cultural principles, scalability principle, the principle of coordinated, sustainable principle, from the district site characteristics, special resources, pillar industries, historical context, policy guidance, and other customer perspective, by staff promotions, advertising, public relations activities, sales promotion and Internet Transmission such strategy in terms of "Cultural Suzhou" positioning both with the economic powerhouses, the traditional culture of Suzhou, Suzhou, and the new modern city in parallel. Regional brand and brand focus on complementary industries, business brand and the City brand linkage, the integration of urban brand building dynamic adaptation. Finally, Suzhou should improve its city brand competency through branding by customer perspectives which can make better impression for different kinds of customers. This perspective can help realize the cooperative development of customers, city and society and prompt the formation of core competence.
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