报告

横琴品牌身份构建与媒体形象的幻想主题研究

摘要

多年来横琴品牌身份相对模糊,且知名度不高。本文运用符号融合理论、幻想主题分析和深度访谈法深入了解横琴品牌形象与媒体形象及其关系,以期深度解析橫琴品牌建构中的困境。研究发现,横琴品牌构建的媒体形象主要依托自有媒体、付费媒体和赚得媒体上的宣传,其品牌身份符号缺少文化和深层价值观。

作者

吴玫
赵晓健

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横琴品牌身份构建与媒体形象的幻想主题研究

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报告目录

  • 一 前言
  • 二 横琴自贸区
  • 三 区域品牌
    1. (一)品牌,品牌形象,品牌个性
    2. (二)区域,区域品牌,区域形象和区域个性
  • 四 符号融合理论
  • 五 媒体类型
  • 六 研究方法
    1. (一)研究抽样
    2. (二)幻想主题分析
    3. (三)分析流程
  • 七 研究发现
    1. (一)幻想类型:特区中的特区
      1. 幻想主题1:中国南方的财富岛
      2. 幻想主题2:“一国两制”的交汇点
      3. 幻想主题3:促进澳门多元发展
      4. 幻想主题4:琴澳同城化
      5. 幻想主题5:葡语系国家牌
      6. 幻想主题6:先行先试的试验田
    2. (二)其他零散主题
      1. 幻想主题7:山脉田园,水脉都市
      2. 幻想主题8:世界休闲旅游中心
      3. 幻想主题9:高科技产业园
      4. 幻想主题10:梦中之城
      5. 幻想主题11:沧海蚝田
      6. 幻想主题12:珠三角创业新高地
      7. 幻想主题13:低碳城
      8. 幻想主题14:亚细亚第一航道
      9. 幻想主题15:碧波上的古琴
    3. (三)幻想类型和主题在三个媒体中的关系
    4. (四)横琴宣传部门负责人深度访谈的幻想主题分析
      1. 幻想主题A:荒岛逐梦
      2. 幻想主题B:宣传部门疲于应付
      3. 幻想主题C:品牌建设是个复杂的体系
      4. 幻想主题D:琴澳关系
  • 八 讨论与总结
  • 九 结束语

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