重庆城市形象定位语辨析

课题组借助扎根理论研究方法,经由城市历史特点、资源条件、现实优势和发展趋势等资料的系统收集与分析,提出了＂世界激情之都＂这一新重庆城市形象定位。2008年5月,市委宣传部组织专家进行了研讨,后经媒体报道,网友积极参与讨论,部分专家和网友也提出了异议。为明辨是非,本文将这些质疑观点归纳为以下三类：第一种观点是赞成用＂激情＂定位重庆城市形象,但对定位语中加入＂世界＂有异议;第二种观点是不赞成＂世界激情之都＂,认为其词义太抽象、宽泛、空洞等;第三类观点是建议用＂两江文化名城、山水之城、英雄之都等＂作为定位语。然后,重点从城市形象定位的真实性、专属性、导向性、美誉性和认同性等原则出发,对这些质疑的观点逐一进行剖析,以期为政府相关部门的决策提供参考。

An Analysis on Orientation Language of the Urban Image of Chongqing

Based on the reality advantages theoretical research methods and the collction of the related materials of the city＇s historical character,material condition,and development tendency,＂Enthusiasm capital＂ urban image orientation of new Chongqing was put forward by way of full argument.Municipal Propaganda Department also organized a seminar of experts in May 2005,after media reports,citizen participate actively in the discussion.To clarify the right and wrong,this article analyzes the views and summarizes into three categories： The first view is in favor of the ＂enthusiasm＂ as urban image orientation of Chongqing,but has differences in adding ＂the world＂;The second point is not in favor of ＂enthusiasm capital＂,which thinks that it is abstract,broad and empty;The third view is proposed to use ＂two rivers and cultural city,a city of mountains and rivers,the city of heroes＂ as the orientation of urban image.In this alitide,these viewpoints about Chongqing urban image orientation analyzed through the principles of authenticity,specificity,guidance,good reputation and identity,and puts forward some suggestions for the related developments.with a view to the relevant government departments to provide a reference for decision-making.