现代品牌作为舆论中的城市形象——以伊尔库茨克市为例的研究分析

N. Sidorova, E. Struk, E. Zimina
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引用次数: 2

摘要

在城市争夺居民和为城市发展吸引投资的时代,一个有趣的、可识别的(强大的)品牌对城市的竞争力有着重要的影响。同时,对现代科学文献的分析表明,对品牌的定义缺乏统一的方法;一个特别的难点是地域品牌和城市品牌概念的界定不够。本文致力于研究伊尔库茨克的发展问题和品牌的形成。这项工作的目的是分析近年来进行的各种社会学研究,其中研究了伊尔库茨克市居民对其形象的看法。其结果将成为城市品牌发展的要素之一。本文采用半结构化访谈法、问卷调查法、电子媒体内容分析法等多种研究方法对社会学研究成果进行分析。他们观察城市形象的各个组成部分,并强调它们对城市品牌形成的影响。作者根据伊尔库茨克居民的特点,确定了城市的主要标志,并对其特征进行了解释。他们得出的结论是,伊尔库茨克居民认为有必要形成城市的概念,这应该成为创建城市和整个领土品牌的基础。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Modern Brands as Images of the City in the Public Opinion: an Analysis of the Research on the Example of the City of Irkutsk
In the era of the competition of cities for their inhabitants and attracting investment for their development, an interesting, recognizable (strong) brand has a significant impact on its competitiveness. At the same time, the analysis of modern scientific literature indicates the absence of a unified approach to the definition of a brand; a particular difficulty is the insufficient definition of the concepts of a territory brand and a city brand. This article is devoted to the study of the development problems and the formation of the brand of Irkutsk. The aim of the work is the analysis of various sociological studies conducted in recent years, in which the opinion of the inhabitants of the city of Irkutsk on its image is studied. The results will serve as one of the elements in the development of the city’s brand. The authors analyze the sociological studies which used various research methods: a semi-structured interview, a questionnaire, a content analysis of electronic media. They observe the individual components of the city’s image and highlight their influence on the formation of the city’s brand. The authors identify the key city symbols and interpret their specific character according to the Irkutsk residents. They come to the conclusion that the inhabitants of Irkutsk consider it necessary to form the concept of the city, which should become the basis for creating a brand of the city and of the territory as a whole.
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