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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.............................................................................71、乘车优惠举措·······························································72、老年寓所建设·······························································73、奖优育人行动·······························································84、孝道基金项目·······························································85、流浪游民救助·······························································8（四）公共关系拓展.....................................................................................81、争取武汉城市圈两型社会建设中作为典型事业立项发展·········82、争取国家中央部门的支持················································9三、孝文化城市品牌推广策略·······························································9（一）整合营销传播思维.............................................................................9（二）开拓各种媒介渠道.............................................................................91、书籍报刊杂志出版·························································92、影视广播内容制作·······················································103、网络媒体策划宣传·······················································104、城市户外广告展示·······················································10（三）利用主题设置宣传...........................................................................101、会议节日营销宣传·······················································102、时事政治关联宣传·······················································12（四）城市设施资源整合宣传...................................................................131、城市道路及景观宣传····················································132、孝文化风情街资源整合·················································133、孝文化旅游度假区展示·················································144、孝文化创意产业园宣传·················································14（五）城市负载形象体宣传.......................................................................141、城市标识物宣传··························································142、城市典范企业组织体宣传··············································14（六）宣传推广方案综合概览表...............................................................15参考文献·························································································16后记·······························································································17孝感学院文学与新闻传播学院2010届学士学位论文孝感孝文化城市品牌策划与推广的策略第1页（共17页）一、孝文化与孝感（一）孝文化及孝感介绍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。中华孝文化是一套有关“孝道”的思想意识和价值观念体系，是一系列有关“孝道”的习俗、礼仪、制度、法律等行为规范体系，还是一种生产与交换“孝道”观念的符号活动及其结果。概括地讲，中华孝文化是一种“总体性”的文化形态，它涉及社会生活的各个层面。[1]在中国古代，孝文化思想被运用到家庭、社会及国家的规范管理中，形成了一种比较好的社会秩序和稳定效果，社会因孝而有序美好。但在不同的时期孝文化思想也曾经被歪曲极端化过，比如，把孝文化“封建化”，通过“孝道”来强化君权、父权、夫权；把“孝德”极端化、绝对化，制造愚忠；歪曲孝德，宣扬“不孝有三，无后（男丁）为大”；繁缛孝礼仪，以死伤生，作难子女。这些都是孝文化中的糟粕。因此我们要取其精华，去其糟粕。现如今我国人口老龄化问题日益严重，独生子女愈来愈多，国家提出建设社会主义和谐社会，这些情况背景都需要孝文化思想的教育弘扬来营造敬孝环境和奠定和谐基础。老年人众多，养老