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本文以杭州城市品牌传播中的十大趋势、十大现象发布为研究文本,解读城市品牌传播中时尚传播的现象、路径、策略和手段,特别是探讨城市时尚传播是如何进行城市品牌的价值引领和文化建构的。在体验经济共享经济盛行的当下,希望通过对杭州城市品牌营销版本的时尚传播的解读,了解城市文化是如何通过时尚传播进行价值分享、共享体验、文化引领,从而构建城市的认知景观,建构城市的独特品牌。希望通过城市时尚传播的解读或许可以为城市品牌营销提供新的研究视角和问题解决方案。
In this paper, ten major trends in Hangzhou city brand communication, ten major phenomena released as a research text, interpretation of the city brand communication in the fashion of the phenomenon, path, strategy and means, in particular, is to explore how the city of fashion communication brand value guide And cultural construction. At the moment of experiencing the prevalence of economic sharing economy, I hope that through the interpretation of the fashion marketing of Hangzhou city brand marketing version, we can understand how urban culture leads the value sharing, sharing experience and culture through fashion communication so as to construct the cognitive landscape of the city and construct City’s unique brand. I hope through the interpretation of urban fashion communication may be able to provide a new perspective for urban brand marketing and problem solving solutions.