基于城市元素的品牌提炼与塑造——以福州市为例  

How to Realize the Market Expression of Urban Elements: Taking Fuzhou as an Example

作　　者：戴程[1] 于潇[1] 李群[1] DAI Cheng;YU Xiao;LI Qun(School of Journalism and communication,Minjiang University,Fuzhou 350108,Fujian,China)

机构地区：[1]闽江学院新闻传播学院,福建福州350108

出　　处：《铜仁学院学报》2018年第10期83-88,共6页Journal of Tongren University

基　　金：中共福州市委宣传部委托项目"如何实现福州元素的市场表达"(3020400401)

摘　　要：城市元素的感知意象可从人文历史、自然、工艺美术、美食文化、现代设施等方面体现出来。福州市作为千年古城,应以适应新媒体传达为主旨,将坊巷文化、榕文化作为城市元素的市场表达突破口,兼顾市民传播的内部营销和国内外传播的外部营销两个角度,做好城市营销规划。将闽都文化作为城市内涵建设的核心,并在对城市元素的梳理过程中进行城市的再定位,从城市节点、城市边界、城市雕塑、城市建筑综合VI建设、公共设施的软硬件建设等方面进行市场元素的符号更新与品牌塑造,以期达到"做活坊巷里"和"做全榕树下"的城市形象品牌新高度。The sensing image of urban elements can be reflected from aspects like humanity history,nature,arts and crafts,food culture,modern facilities,etc.As a thousand-year ancient city,Fuzhou shall regard the adaption to new media as the purpose and deem Lane and Alley Culture and Banyan Culture as the breakthrough for market expression of urban elements to complete the urban marketing plan from two perspectives of internal marketing of communication between citizens and external marketing of communication abroad.Mindu(Fuzhou)Culture shall be deemed as the core of urban connotation construction and the city shall be repositioned in the presentation of urban elements to update the symbols and build the brand for the market elements from urban node,urban boundary,urban sculpture,comprehensive VI construction of urban buildings and construction of software and hardware in infrastructures,so as to reach the new heights of urban image and brand under“perfect lane and alley”and“unique banyan”.

关 键 词：城市元素 市场定位 城市品牌 城市营销 

分 类 号：G124[文化科学]