摘要：随着城市化进程的不断加快，城市的发展也开始面临各种各样的考验，城市文化品牌的建设势在必行。在城市文化品牌建设的过程中会出现各种各样的情况，城市之间品牌竞争也日趋激烈。突出城市文化品牌成为了各大城市发展的首要问题。城市文化品牌建设涉及到城市经济、政治、文化等诸多方面，是一个系统且复杂的过程。在这样的背景下，西安市作为国内知名的文化城市，确立城市形象，对城市形象进行塑造，对城市文化资源进行挖掘、分配，成为西安建设城市文化品牌的重点。本文从城市文化品牌的确立、发展、宣传着手，通过对城市文化品牌建设的客观环境分析，发现其中存在的优点与不足之处，并结合西安城市文化品牌建设实例进行具体的论述。提出城市文化品牌建设中应该从打造城市特色、树立城市精神、加强优势产业等方面着手，以促进城市发展。48779

毕业论文关键词：城市文化品牌 ; 城市形象；品牌建设

Marketing Model of Urban Cultural Brand Marketing in Xi'an City

Abstract:With the accelerated process of urbanization, the development of the city also began to face a variety of challenges, the construction of urban cultural brand is imperative. In the process of the construction of urban cultural brand, there will be a variety of circumstances, the city brand competition is becoming increasingly fierce. Highlight the city cultural brand has become the main problem of the development of major cities. Relates to city culture brand construction in many aspects of city economy, politics and culture, is a complex process. Under such a background, Xi'an city as a famous cultural city, establish the image of the city, to shape the image of the city, mining, assignment, and becomes the focus of Xi'an urban cultural brand construction of urban cultural resources. This text begins from the urban culture brand establishment, development, promotion, through analysis the objective environment for the construction of urban culture brand, found that the existing advantages and shortcomings, and combined with examples of Xi'an urban cultural brand construction concrete are discussed in the paper. This should be that those aspects of city culture brand construction, to promote the development of the city.

Key Words;City Cultural Brand ;City Image; Brand Building

目    录

摘  要 1

Abstract 1

一、城市文化品牌 2

（一）城市文化品牌的含义 2

（二）品牌建设的含义 2

（三）城市文化品牌建设对于城市发展的意义 3

二、西安市城市文化品牌建设的环境分析 4

（一）西安市文化品牌建设的宏观环境分析 4

（二）西安市文化品牌建设的微观环境分析 4

三、西安市城市文化品牌的建设 6

（一）归纳总结西安城市精神 6

（二）做实做强西安的历史特色文化 6

（三）打造西安的优势产业 7

（四）利用现代媒体传播西安城市魅力 7

四、西安市城市文化品牌建设中存在的问题 8

（一）品牌建设中旅游资源的发展程度严重不均衡 8

（二）区域之间品牌知名度差异大