<外文翻译：原文> 侯君. (2011). 文化创意产业时代的城市品牌传播研究 . (Doctoral dissertation, 河南大学).
城市品牌的理念一经确立，就必须通过城市品牌传播来具体地实现。美国西北大学教授舒尔茨在《整合行销传播》一书中指出“在同质化的市场中，唯有传播能创造出差异化的品牌竞争优势。”人们对名牌城市的关注、信任与忠诚是社会公众普遍存在的一种心理现象。据此建立起良好的城市形象并传播出去，是城市建设的重要手段和集中的表现方式。城市品牌之所以可以帮助城市取得竞争优势，其根本原因在于城市品牌能够在现代社会传播过剩和注意力经济繁荣的背景下，极大地提高传播效率，降低聚集资源的成本，节省公众时问。规避投资风险。
城市品牌传播的核心内容是城市的个性和形象以及由此而产生的城市品牌，因此它是城市营销战略中一个十分重要的环节，它的功能和地位应当受到高度重视。从营销战略角度来看，城市品牌传播是由内容构建和策略选择两个步骤组成的战略过程；从信息传播的角度来看，城市品牌传播是城市品牌营销者将与品牌有关的信息通过媒介传递给城市消费者的一个过程。
1. 城市品牌传播
根据 Kevin Lane Keller 教授对于城市品牌的定义，我们可以推出一个城市品牌传播的大致定义：
城市品牌传播就是指以利益相关者为核心，整合城市品牌资源要素，综合协调各种形式的传播方式，以统一的目标和统一的传播形象，传递清晰、一致的城市品牌信息，实现与利益相关者之间的双向沟通。来提升城市控制外部资源和市场的能力、来影响利益相关者的选择行为，使城市利益相关者对城市产生满意感和愉悦感，从而逐步树立起城市知名度、美誉度。
城市品牌的传播主要涉及以城市价值观为表现内容的城市品牌传播形象的建立、认知、与受众沟通过程，用传播手段使品牌传播形象最大化。城市品牌传播偏向于与“人”的沟通，如果没有建立起独特形象的“城市产品”，或者是没有具体品牌形象的城市产业，就很难吸引到目标受众的目光。
良好的城市品牌传播有利于吸引投资商、人才、旅游者、公众的注意力向城市聚集，使城市因为城市品牌传播增值。作为城市形象最集中的体现的点——城市品牌成为传播城市形象的关键部分。而城市品牌的传播则是实现城市品牌化的媒介和手段，是沟通城市与城市利益相关者的桥梁。
2. 城市品牌传播的核心任务
有学者提出，我们生活在一个事物的传播形象和实际形象相分离的时代：“从厕所的传播形象的更替：茅坑——厕所——洗手间——化妆间的转变可以看出，厕所的传播形象已从最初的功能形象转变为在形象中强调附加价值，形成传播形象与实际形象的分离的情况”。
这说明，在今天的传播实践中，能打动人的形象往往是在原有功能的基础上开发出了新的价值点的形象，即能够体现出除事物本身外的附加价值的事物形象。
城市品牌传播的核心任务主要是建立体现城市独特核心价值的城市品牌形象，达到目标受众在与城市品牌的沟通中产生品牌认知，进而产生品牌认同的传播目的。城市品牌传播形象的建立往往与“城市”这个产品的自然属性和功能形象相分离，是基于“城市”产品创新功能的城市独特民俗、文化和价值观的集中体现。
城市品牌传播的核心任务需要达到两大目标，一是实现城市品牌传播形象的最大化，即通过策划城市品牌形式赋予城市品牌形象具有新意的价值点和新体验的联想。二是实现城市品牌认同范围的最大化。通过对目标受众使用媒介公关策略、利用现有的公众基础来扩大受众的量并加深对受众的影响力。
实现城市品牌传播核心任务的具体步骤包括：一、建构以品牌实体和品牌形式选择为主的传播内容；二、通过城市品牌的活动策划，公众的力量，巧妙的媒体公关策略和消解城市负面形象的影响，建立具有独特魅力的城市品牌形象并传播出去，实现与受众的沟通。
城市品牌的传播作为宣传城市品牌的重要的媒介和手段，是沟通城市与其利益相关者的桥梁。通过城市品牌传播，能够增加城市知名度与美誉度，我们也看到，北京、上海、香港、青岛、大连等城市借助于打造城市品牌已经跻身为国际知名城市。
城市品牌传播兴起 ,掀起城市品牌传播热
对品牌城市的关注、信任与忠诚感是社会公众普遍存在的一种心理现象，如何提升城市品牌形象成为城市全面发展的重要课题。而城市品牌形象最集中体现的点，就是城市品牌。打造城市品牌不仅可以提升本市市民对所处城市的自豪感、认同感，还吸引投资者、旅游者、人才以至中央级政府对城市的关注，对城市的招商引资、引进人才、开发旅游产业及扩大城市的品牌影响力都起到至关重要的作用。这就不难解释国内众多城市纷纷以各种方式通过各种渠道，宣传自身的城市资源，营销自己独特的城市品牌，掀起了一阵城市品牌传播热。
1. 城市“选秀”纷纷上演 自 2004 年中央电视台推出“CCTV 中国魅力城市评选”活动以来，城市“选秀”形成了一股热潮。“中国最具经济活力的城市”、“中国最有魅力的城市”、“中国最具竞争力的城市”、“中国十大安静城市”、“中国最具幸福感的城市”、“森林城市”、“绿
色城市”等等竞相出炉。
2010 年 11 月 2 日，评议专家组评出“2010 中国城市休闲指数”，该指数排名前 30 位的城市被评为“2010 中国休闲城市”，其中，排名前 10 位的城市获评“2010 中国最佳休闲城市”，即：杭州、青岛、三亚、丽江、成都、烟台、黄山、桂林、秦皇岛和苏州。同时，根据人民网公众网络评选，评出“2010 中国特色休闲城市”，即：“最时尚休闲城市”上海、“最佳休闲购物城市”天津、“最美休闲城市”杭州、“最具动感休闲城市”青岛、“最佳度假休闲城市”秦皇岛、“最好客休闲城市”烟台、“最浪漫休闲城市”丹东、“最佳户外休闲城市”黄山、“最佳休闲养生城市”宜春和“最适宜夜生活休闲城市”丽江。为这些城市品牌做了一次很好的推广。中国最具幸福感城市的评选从 2007 年启动已经举行了 4 届。2010 年 12 月 26 日晚，由新华社《瞭望东方周刊》等主办的“2010 中国最具幸福感城市颁奖典礼”在长沙举行，20 座城市获得了“幸福”殊荣。
2010 中国最具幸福感城市(地级及以上)为：杭州、成都、长沙、昆明、南京、长春、重庆、广州、通化、无锡；最具幸福感城市(县级)为：江阴、宜兴、长沙县、余姚、滕州、铜梁、海城、太仓、莱州、胶州。
此外，杭州、成都市获得最高荣誉奖——民生贡献特别大奖；昆明、长沙、长春市获得金奖；宜兴、余姚市获得民生贡献大奖；长沙市获得民生满意大奖。此项评选的直接结果是杭州的房价从全国第三直升至全国第一，评选活动的影响力可见一斑。
翻译：
Once the concept of urban brand has been established, it must be achieved through the city brand to achieve specific. Schultz, a professor at Northwestern University in the United States, points out that "in the homogeneous market, only communication can create a differentiated brand competitive advantage." People"s attention, trust and loyalty to brand-name cities Is a common phenomenon of social public phenomenon. According to this to establish a good image of the city and spread out, is an important means of urban construction and centralized expression. The reason why the city brand can help the city to gain a competitive advantage lies in the fact that the city brand can greatly improve the efficiency of communication and reduce the cost of gathering resources and save the public"s time in the background of the spread of the modern society and the prosperity of the economy. To avoid investment risk. The core content of urban brand communication is the city"s personality and image and the resulting urban brand, so it is a very important part of the city marketing strategy, its function and
status should be highly valued. From the marketing strategy point of view, the city brand communication is the strategic process of content construction and strategy selection. From the point of view of information communication, the city brand communication is the city brand marketer will pass the brand-related information through the media To the city of a consumer process. 1. City brand communication According to Professor Kevin Lane Keller for the definition of the city brand, we can introduce a general definition of urban brand communication: urban brand communication refers to the stakeholders as the core, integration of urban brand resource elements, comprehensive coordination of various forms of communication, Unified goals and unified image of the spread, to convey a clear and consistent city brand information, to achieve and two-way communication between stakeholders. To enhance the city"s ability to control external resources and markets, to influence the behavior of stakeholder behavior, so that urban stakeholders have a sense of satisfaction and pleasure, so as to gradually establish the city"s reputation, reputation. The spread of the city brand mainly involves the establishment, cognition and communication of the image of the city brand with the city value as the performance content, and maximizes the image of the brand by means of communication. City brand communication tends to communicate with "people", if there is no unique image of the "city products", or no specific brand image of the city industry, it is difficult to attract the target audience. Good city brand communication is conducive to attract investors, talent, tourists, the public attention to the city gathered, so that the city because of the city brand value. As the city"s most concentrated reflection of the image of the point - the city brand has become a key part of the spread of the image of the city. The spread of the city brand is to achieve the city"s brand of media and means, is to communicate the city and the city"s stakeholders bridge. 2. The core task of urban brand communication Some scholars have suggested that we live in an era of the image of the spread of things and the actual image of the separation of the era: "from the toilet to spread the image of the replacement: Mao Keng - toilet - toilets - changing the dressing room can be seen, the image of the toilet From the initial functional image into the image of the emphasis on added value, the formation of the image and the actual image of the separation of the situation. This shows that in today"s communication practice, can move people"s image is often based on
the original function of the development of a new value point of the image, that is able to reflect the addition of things in addition to the value of things outside the image. The core task of urban brand communication is to establish the city"s brand image, which embodies the unique core value of the city, and achieve the goal of brand recognition in the communication between the target audience and the city brand. The establishment of the image of urban brand communication is often separated from the natural attributes and functional images of the "city" product. It is a concentrated expression of the city"s unique folklore, culture and values based on the "city" product innovation function. The core task of urban brand communication needs to achieve two goals, one is to achieve the image of the city to maximize the brand, that is, through the planning of urban brand form to give the city brand image with new value points and new experience of the association. The second is to achieve the scope of urban brand recognition to maximize. By using the media public relations strategy to target audiences, the existing public base is used to broaden the audience and deepen the audience"s influence. The concrete steps to realize the core task of urban brand communication include: (1) constructing the content of communication based on brand entity and brand form; se...