文档介绍：华中科技大学
硕士学位论文
论公共关系对城市品牌的塑造
姓名:云凌燕
申请学位级别:硕士
专业:传播学
指导教师:陈先红
20060508
摘要
在经济全球化进程日益加快的今天,国家与国家之间的竞争渐渐体现到了城市
与城市之间的竞争,城市的地位不断提升,城市间的竞争日趋激烈。城市化是现代
各国经济发展的必由之路,在城市经营观念逐步深入人心、城市化脚步逐渐加快的
今天,一个城市没有自己的特色,没有自己的品牌,就像一座没有生命的孤城,必
将在历史的洪流中被淘汰。
城市品牌的塑造并不是一蹴而就的工程,它涉及到城市规划、城市建设、城市
经营、城市品牌传播等等,是一个综合而浩大的工程,需要各方面力量的综合运用。
而在城市品牌塑造过程中,城市品牌传播发挥着及其重要而独特的作用,城市品牌
传播的手段有广告、公关、媒体宣传等等。公共关系以其亲和、可信、长期性和渗
透性的特点在城市品牌传播中有着重要和不可替代的作用。
本文从公共关系在品牌塑造中的作用为出发点,在分析城市品牌的定义、产生
的宏观背景、特征、分类和传播方式几方面入手,着重论述了公共关系在城市品牌
塑造中的作用和公共关系对城市品牌的塑造策略。并从战术的角度对城市品牌塑造
过程中公共关系策略进行具体分类和论述,意在为城市品牌的塑造从公关的角度提
供战略和战术方面的借鉴。

关键词:品牌城市品牌品牌传播公共关系
I
Abstract
Along with the accelerating in the globalization of the world economy, the
competition between nations has been more obviously found between cities in current
days. The status of city is on the rise and petition between cities is ing
harsher and harsher. Urbanization is bound to be the future of economic development of
every modernized country. In a world of urban managed and urbanization with a faster
speed, a city without a feature or brand is just like a city without life, which will
definitely be eliminate in the flood of history.
The building to a city-brand can not be done in one day, in fact, it consists of urban
planning、urban construction、urban managed、 communication of city-brand, etc., which
means huge and integrated efforts and wants a integrated application of various efforts.
On the other hand, in the process of building a city-brand, city-munication
plays an essential and unique role. Means of expanding city-prise ads, public
relations, media propaganda and so forth. Public relations, which is in the feature of
amiable, reliable, persistent and permeation,has an irreplaceably important role in the
propaganda of city-brand.
Starting with the role of public relations in building a brand, this thesis discussed the
impacts and strategies of public relations in brand building by analyzing the defin