基于扎根理论的城市形象定位与塑造研究:以重庆市为例

On the Positioning and Creation of Urban Image Based on Grounded Theory——A Case Study of Chongqing

城市形象定位是研究现代城市发展战略的前提和基础,是城市品牌营销的核心。本文运用扎根理论研究方法,对反映重庆历史特点、现实优势与发展趋势的资料记录进行开放性译码分析,最终从资料中抽象出28个概念和8个范畴。在主轴译码阶段得到5个主范畴,分别为中国文化名城、中国美食之都、国际山水旅游之都、西部时尚之都、中国品牌之都。最后通过对范畴和主副范畴的深入分析,同时结合原始资料记录进行互动比较、提问,得出用"激情之都"这一核心范畴来定位重庆的城市形象。在此基础上,就重庆城市形象定位为"世界激情之都",向政府相关部门、专家学者和市民进行了认同度调查与分析。最后,提出了重庆城市形象塑造的故事线、基本思路、整体形象塑造策略、次级形象塑造策略、保健因素整治策略以及城市形象塑造的组织与管理。

The positioning of urban image is the prerequisite and basis for the study of the development strategy of a modem city. It is also the key of urban brand marketing. The paper, by applying the study method of grounded theory, makes an open coding analysis of data records that reflect the historical traits, actual advantages and development trends of Chongqing. 28 concepts and 8 categories are abstracted from the data. Five main categories are obtained in axial coding partition by paradigm mode. They are： China famous cultural city; China gourmet city; international landscape tourism city; fashion city in western region and China brand city. After an indepth analysis of main and sub-categories and combining interactive comparison from original data, we decide to use “a city of passion” in positioning the urban image of Chongqing. Based on this, we make investigations and analysis of this positioning among relevant government departments, experts and scholars as well as residents for their identity. Finally, the story line of the urban image of Chongqing, basic train of thought tactics for creating the entire image, tactics for creating second-grade image, tactics for improving and rectifying health care factors and organizing and managing the creation of urban image are put forward.