基于地域文化认同的城市品牌形象识别性构建研究

Construction of Urban Brand Image Recognizability Based on Regional Cultural Identity

中文关键词: 地域文化认同  城市形象  识别性  构建

英文关键词: regional cultural identity  urban image  recognizability  structure

中文摘要:

      目的 对部分城市形象定位不准、同质化现象严重、品牌形象识别度低等突出问题进行梳理分析，探讨并提出解决思路，旨在促进城市品牌发展，提升城市品牌影响力,增强城市活力和综合竞争力。方法 首先，在导入文化认同理论背景下，探讨文化认同和城市品牌的关系;其次，针对城市品牌建设过程，采用问题分析法列出一些认识误区和若干问题。最后，针对城市品牌存在的问题，采用实证研究法，以山西大同城市形象构建为例，找出解决城市视觉形象问题的途径。结果 从城市文化、形象定位、符号提取和识别性构建四部分进行论述，提出城市品牌构建的策略。结论 在文化认同形成的基础上，从精神文化、元素符号和表现形式上，构建具有高辨识度、强识别性的城市品牌视觉形象。

英文摘要:

      The work aims to propose solutions to promote the development of urban brands, enhance their influence and increase urban vitality and overall competitiveness through analysis and exploration, thus solving prominent issues such as inaccurate image positioning, severe homogenization, and low brand image recognition in some cities. Firstly, by introducing cultural identity theory, the relationship between cultural identity and urban brand was explored. Secondly, regarding the process of urban brand construction, the problem analysis method was applied to list some misconceptions and several issues. Finally, as for the issues in urban brand, with the construction of the urban image of Datong, Shanxi as an example, the empirical research methods were applied to find the ways to solve the issue of urban visual image. The discussion covered four parts:urban culture, image positioning, symbol extraction, and recognizability construction, and the strategies for constructing urban brands were proposed. Based on the formation of cultural identity, a highly recognizable and distinctive visual image of urban brands is constructed through spiritual culture, element symbols, and expression forms.