从“城市名片”到“城市品牌”——合肥城市品牌形象传播探析

On Hefei City Brand Image Communication from “City Card”to“City Brand”

进入21世纪之后,城市化飞速发展的社会现实,对于中国的每一个城市都提出了新的挑战和要求。城市品牌形象以其在城市发展中不可替代的作用成为了在城市发展中的热议论题。2011年合肥进行行政区划调整,2013年"大湖名城,创新高地"这一响亮的城市品牌正式提出,合肥正在巨变中迅速发展。从城市品牌概念入手,梳理合肥城市形象的发展历史,分析其历史意义和必然性,重点结合合肥对最新提出的品牌采取的多种措施,分析新的时代环境下,合肥城市品牌的传播过程和意义,并对未来做出展望。

After entering the 21st century, the social reality of rapid urbanization, has raised new challenges and requirements for every city of China. The city brand image with its irreplaceable function in the city development has become the hot topic in the city development. With Hefei administrative divisions adjustment in 2011, and the city brand, ＂Great Lake-sided City, Innovation Highland＂ put in 2013, Hefei is undergoing a rapid development of upheaval. This paper, starting from the concept of city brand, combs the development history of Hefei city image, analyzes its historical significance and necessity, focuses on the various measures taken for putting forward Hefei present brand, analyzes Hefei city brand communication process and significance in the new era, and puts the future prospect.