文档介绍：钦州学院
本科毕业论文(设计)
钦州市旧城区形象定位及其开发策略的研究
院系商学院
专业国际营销
学生班级 2008级2班
姓名
学号
指导教师单位钦州学院
金海重工股份公司
指导教师姓名
指导教师职称讲师
2012 年04 月
钦州市旧城区形象定位及其开发策略的研究
市场营销专业2008级何宏仁
指导老师刘湘桂韦舒斌
摘要
旧城区是一座城市的历史产物和文化载体。钦州旧城区作为钦州市发源地,其极具上世纪初的街区风貌以及文化特征,是钦州市灵魂的体现。但目前钦州旧城区与当前发展中的钦州城市极为不协调,因此旧城区形象重新定位改造已经是势在必行。
本论文主要先通过分析钦州旧城区的现状特点,然后在优缺点的分析过程中,重点探讨了旧城区的文化以及其价值。同时结合国内外旧城区改造成功经验,最终确定“钦州旧城核心价值由文化主导”这一研究思想,对钦州旧城区进行初步的形象设计与定位。并提出对旧城区形象改造策略以及形象营销传播策略。
关键词:旧城区,文化,形象定位,营销传播
The Analysis of the Image Orientation and Its Development Strategies of the Old Town of Qinzhou
Marketing major grade 2008 HeHong­ren
Instructor LiuXiang­gui WeiShu­bin
Abstract
Old town is regarded asthehistorical product of a city, as well asthecarrier of culture. The old town of Qinzhou, known as the birthplace of Qinzhou City, with block style and cultural identity in the beginning of the last century, incarnates the soul of Qinzhou City. However,nowadaystheold town is uncoordinated with the current development of the modern towns inQinzhou. Therefore, it is necessary to rebuild the image of theoldtown.
After analyzing the status and characteristics oftheold town of Qinzhou, based on its merits and demerits, this paper mainly focus on studying the culture and the value of the old town. Meanwhile, combining the essful experience of rebuilding the old towns at home and abroad,this paper puts forward an idea that the core value of the old town is dominated by culture. And based on this idea, this papergives a brief introduction to the initial image of the design and orientation of the old town of , this paperpresents some strategies on rebuilding and marketing the image of the old town of Qinzhou.
Key words: Old town, Culture, Image orientation ,munication
目录
一绪论 1
(一)选题背景 1
(二)研究目的及意义 1
二钦州旧城区现状分析 1
(一)钦州旧城区特点 2
(二)钦州旧城区的环境分析 3
(三)保护和开发现状 4
(四)功能价值 5
(五)核心价值评估 6
三钦州旧城区形象设计定位 7
(一)旧城区文化的构成和分类 7
(二)新时代的钦州市新形象定位 8
(三)钦州市新旧城区形象冲突点和互容点 9
(四)钦州旧城区的形象设计与定位 9
四钦州旧城区开发策略 11
(