超大城市品牌传播与塑造研究——以成都为例

Study on Communication and Building of Megacity Brands——Taking Chengdu as an Example

文化产业发展对城市品牌传播与塑造具有重要促进作用,文化产业能级提升,将加快推进城市品牌发展。作为超大城市,成都产业能级提升的经济环境、政策环境和发展空间环境日益改善,与城市品牌相关文化产业的规模影响力、集群竞争力和行业控制力得到显著提升,城市品牌的塑造与传播日益深入。但从全球和全国文化产业集聚区发展来看,成都的产业优势不够明显,在区域内发展不充分。成都应优先选择符合文化战略重点突破方向、接近国际国内先进水平、能够引领产业转型升级的细分领域,打造美食、文创、文旅、会展、体育、音乐等产业集群,在全国范围内形成显著规模集聚效应,进一步提升成都城市品牌的国际影响力和全球吸引力。

The development of cultural industry plays an important role in promoting the communication and building of city brands.The upgrading of the cultural industry will accelerate the development of city brands.As a megacity,Chengdu has significantly improved its economic environment,policy environment and development space environment for industrial upgrading,as well as the scale influence,cluster competitiveness and industry control of cultural industries related to the city brand.The building and communication of the brand Chengdu are getting deeper and deeper.However,in terms of the development of global and national cultural industry clusters,Chengdu does not have prominent industrial advantages,and the regional development is unbalanced and inadequate.Chengdu shall select the subdivisions that are in line with the major breakthroughs in cultural strategy,and close to the international and domestic advanced levels,and can lead the industry transformation and upgrading first,and build industrial clusters of food,culture and creativity,cultural tourism,convention and exhibition,sports,music,etc.,to form a significant agglomeration effect across the country and further enhance the international influence and global appeal of Chengdu’s city brand.