新媒体环境下的城市品牌形象管理  

Study on the City Brand Image Managementin the New Media Environment

作　　者：宋欢迎 Song Huanying

机构地区：[1]上海交通大学人文艺术研究院

出　　处：《新媒体与社会》2017年第1期160-174,共15页New Media and Society

基　　金：教育部人文社会科学研究青年基金项目《新媒体环境下城市品牌形象感知规律与管理策略研究》(项目批准号:15YJC860023)的阶段性研究成果

摘　　要：良好的城市品牌形象对于城市的发展具有积极的助推作用,而成功的城市品牌形象塑造离不开现代管理科学的指导.本文针对我国城市品牌形象建设现存的定位不当、对利益相关者关注不够、对人文形象重视度不高、传播实效不佳等问题,结合新媒体环境下城市品牌形象管理的精细化、多样化、差异化等特性,构建含纳现状调研、个性定位、结构设计、传播推广、监督维护五个步骤的城市品牌形象管理理论框架,以期为我国城市品牌形象的塑造或改观提供支撑或参考.Good city brand image has a positive role in promoting the development of the city, but the city brand image building is hardly successful without the guidance of modern management science. This paper focuses on the existing problems of China s city brand image construction, such as improper city positioning, inadequate stakeholder analysis, deficient attention to city humanistic image and poor results of city brand image communication, and combines with the characteristics of precision, diversification and differentiation during city brand image management in the new media environment, and then builds a city brand image management theoretical framework, including status quo investigation, individual orientation, structure design, dissemination and promotion, supervision and maintenance five steps, so as to provide support or reference for China s city brand image shaping and promotion.

关 键 词：城市品牌形象 新媒体环境 管理特性 理论框架 

分 类 号：C912.81[经济管理] G206[社会学]