中小城市品牌创建分析-以赣州市为例-analysis of brand creation in small and medium - sized cities - taking ganzhou city as an example.docxVIP

中小城市品牌创建分析-以赣州市为例-analysis of brand creation in small and medium - sized cities - taking ganzhou city as an example.docx

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中小城市品牌创建分析-以赣州市为例-analysis of brand creation in small and medium - sized cities - taking ganzhou city as an example

III III 赣南师范学院硕士学位论文 Ganzhou city brand communication strategy. Based on the analysis of the urban brand mode of transmission and city brand image mark and the existing deficiency urban brand communication, the chapter deeply dicusses the present situation of ganzhou urban brand communication. In view of analysis of the status and the experience of domestic and foreign cities in spreading urban brand, some countermeasures of urban brand communication are put forward for Ganzhou. The six main chapers stated above are mutual connected. The analysis of research status of urban brand at home and abroad is the theoretical foundation of this paper writing, and the research on experience of London, Hong Kong and dalian in constructing urban brand provides typical case studies for small and medium-sized cities. The present situation of constructing urban brand of small and medium-sized cities is the realistic basis for their building urban brand. In the the fifth, sixth and seventh chapter, the writer takes Ganzhou city as an example. Based on the analysis of the advantages of Ganzhou city in creating urban brand, this paper discusses about how to creat Ganzhou urban brand from the two major steps of creating urban brand, the urban brand positioning and urban brand communication, which has certain practical significance. Key Words: Small and medium-sized cities; Urban Brand; Brand positioning; Communication strategy; Writer: Zhang Ying Tutor: Zhou Yunjin 目 录 摘要I Abstract II HYPERLINK \l _bookmark0 第一章 绪论1 HYPERLINK \l _bookmark1 1.1 研究背景及问题的提出1 HYPERLINK \l _bookmark2 1.2 研究意义1 HYPERLINK \l _bookmark3 1.2.1 理论意义1 HYPERLINK \l _bookmark4 1.2.2 实践意义2 HYPERLINK \l _bookmark5 1.3 研究方法与技术路线2 HYPERLINK \l _bookmark6 1.3.1 研究方法2 HYPERLINK \l _bookmark7 1.3.2 技术路线3 HYPERLINK \l _bookmark8 1.4 本文的重点、难点和创新点3 HYPERLINK \l _bookmark9 1.4.1 本文的重点、难点3 HYPERLINK \l _bookmark10 1.4.2 本文的创新点4 HYPERLINK \l _bookmark11 第二章 文献综述5 HYPERLINK \l _bookmark12 2.1 国外城市品牌研究现状5

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