基于“扎根理论”的哈尔滨城市品牌塑造研究

The Brand Shaping of Harbin Researches——Based on the Theory of “Grounded Theory”

运用扎根理论的方法,从哈尔滨的自然,历史,文化,景观,饮食以及人文因素等多方面入手,对哈尔滨的历史背景,城市现状及发展方向进行开放性译码分析,最后从所获得的资料中抽象出20个概念,继而在主轴译码阶段得到4个主轴译码.最后对主轴译码进行进一步分析,得出"冰雪之都、消夏胜地"的哈尔滨形象定位,希望在哈尔滨的发展中起到积极的引导作用.

The brand shaping of city is one of the indispensible factors for the development of morden city. The essay using the method of ＂ Groundedtheory＂, from the Harbin＇ s history, culture, landscape, many aspects of diet and human factors, on the historical background of Harbin, analysis of open decoding status and development direction of the city, and finally from the data obtained in the abstraction of the 20 concepts, and then get 4 spindle decoding at spindle decoding stage. Through in - depth analysis of the spindle decoding, the overall image of Harbin should be ＂Ice captial, Summer resort location ＂, in order to play a positive guiding role in the development of Harbin.