教学单位文学与新闻传播学院学生学号060124213本科毕业论文（设计）论文题目孝感孝文化城市品牌策划与推广的策略学生姓名邢海磊专业名称广告学指导老师汪又发2010年5月9日孝感孝文化城市品牌策划与推广的策略内容摘要：孝文化是中华名族道德的重要组成部分，是中华文化的精髓，在中国古代历史时期的家庭、社会、政治生活中产生了重要的影响。新世纪，孝文化思想道德在解决家庭、社会、甚至国家问题上同样具有强大的魅力和巨大的价值。孝感有着丰富的孝文化资源和显著的孝文化研究成果，在当前中部崛起和武汉城市圈两型社会建设的战略背景下，城市发展机遇千载难逢，为此，孝感提出打造中华孝文化名城的构想，努力擦亮孝文化这块城市招牌，建设孝文化品牌城市。本文试图从营销策划和广告传播的角度来全面细致的分析构建和推广孝感孝文化的城市品牌之路，通过对孝文化价值的深入考量，城市品牌的定位分析，营销策略的宏观把握，策划推广措施的提议来为孝感孝文化城市品牌的构建与传播提供一点点智力参照。关键词：孝感；孝文化；城市品牌；品牌策划；品牌推广theBrandPlanningAndSpreadingStrategyofXiaogantoBeAFilialCultureCityAbstract:FamilytieslayattherootsofChinesemoralsandcultureandhasbeenexertinganimportantinfluenceonfamily,society,cultureandideologysinceancienttimes.Currentlythefilialtheoryisoftenappliedinordertosolvenotonlyfamilydifferencesbutalsothatofsocialandnationalimportance.InXiaoganmanyexcellentexamplespertainingtothefilialtheoryinpractice,couldbefound.Makinguseoftwomethodsofsocialconstructionnamely:ThesocialempowermentandthestrategicdevelopmentofCentralChinaandtheWuHanCityCircle,unparalleledopportunityfordevelopmentwascreated.Usingtheaforementionedguidelines,XiaoGanCitycommencedtointroducetheconceptoffilialtraditionsandlearninginordertoenhancetheculturalandtraditionalattractionofthecitybypayingspecialattentiontothefilialaspectsofChineseculture.ThisideahasbecomecentraltothemarketingandbrandingofXiaoganasanindustrial,culturalandlearningcentre.KeyWords:XiaoGan;FilialCulture;CityBrand;BrandPlanning;BrandMarketing目录一、孝文化与孝感··············································································1（一）孝文化及孝感介绍.............................................................................1（二）城市营销的思想及我国城市发展现状.............................................2（三）孝感孝文化城市品牌分析.................................................................3二、孝文化城市品牌构建策略·······························································4（一）发展目标和规划制定.........................................................................41、发展目标·····································································52、发展规划·····································································6（二）组织管理体制建设.............................................................................61、组建优质建设团队·························································62、制定弘扬孝文化规章细则················································7（三）敬孝公益举措探索...............................................................................
