G20期间杭州城市品牌符号体系建构——基于杭州城市形象宣传片的内容分析

The construction of Hangzhou city brand symbol system during the G20:Based on the content analysis of Hangzhou city promotional films

全球化与城市化背景下,城际竞争成为了新时代的竞争主题。城市品牌符号作为一座城市所特有的品牌印记,凝聚着这座城市的文化底蕴与精神风貌,也成为了城际差异化竞争的重要资本。本文首先通过明确城市元素、城市符号及城市品牌符号三个概念的相互关联,提出了城市品牌符号的具体内涵与判断标准,并对城市品牌符号体系进行了初步构建;其次,借助百度指数及对G20期间杭州推出的八大城市形象宣传片的内容分析,本文探讨了(1)城市形象宣传片中城市品牌符号的宣传重点与热点;(2)大型活动、会议对城市品牌符号传播的重要意义;(3)在大型活动期间城市形象宣传片存在的思维局限。最后,本文提出"城市事件符号"概念,为城市在大型活动期间的城市品牌符号体系建构注入新鲜血液。

Under the background of globalization and urbanization,the city-city competitionhas become the theme of the new era competition. As the brand mark of a city,the city brandsymbol with the city's culture and spirits has become an important capital in the city-city differ-entiation competition. This paper at first distinguished the relevance between the city elements,city symbol and city brand symbol,and put forward the concrete connotation and the judgmentstandard of city brand symbol,then the city brand symbol system was preliminary constructed;Secondly,with the baidu index and the content analysis of the eight Hangzhou city promotionalfilms generalized during the G20,this paper discussed(1) the focuses and hot spots in thecity promotional films;(2) the significance of big events and conferences to the city brand sym-bol transmission;(3) the limitations about the city image promotion during the large activities.In the end,this paper put forward the concept 'city event symbols' to the city brand symbolsystem.