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城市的形象与人的形象一样,不仅要拥有良好的外在形象,还要有一个出众的内在气质。所谓城市的外在形象是指一座城市的建筑、道路等形体语言构成,而城市的内在气质则包括城市文明、精神风貌等。此次研究在品牌传播学的理论基础上,以南通为例,通过问卷调查、因子分析法对南通城市文化品牌的塑造与特色进行研究分析,对未来城市文化品牌的发展与传播提供可借鉴的意义。
The image of a city is just like a person’s image, not only having a good external image but also having an outstanding inner qualities. The so-called city’s external image refers to a city’s architecture, roads and other body language composition, while the city’s inherent qualities include urban civilization, spiritual outlook. Based on the theory of brand communication and taking Nantong as an example, this study conducts research and analysis on the shaping and characteristics of Nantong’s urban cultural brand through questionnaire and factor analysis, and provides reference for the development and spread of urban cultural brand in the future significance.