摘要：城市形象是一个内涵深厚、外延广泛的范畴，可以理解为一个城市的整体印象。它可以分为硬性印象（如建筑、交通等）和软性印象（如城市发展理念、市民素质等）两个部分。一个城市留给人们的印象，不仅仅是市容市貌市民素质这样简单的一个问题，而是作为一个整体的意识，从这个意义上讲，城市形象类似于一个品牌的形象展现在世界面前。
比较研究是科学的认识观产生的基础之一，比较中外城市化和城市现代化的发展，是为了使中国的城市化和城市现代化少有失误。本文通过中国的上海和美国的纽约这两个典型的城市在它们城市形象上的比较，从客观上比较其在总体形象上的不同，在商业形象上的定位，以及在城市营销上的途径和所获得的成就，以此来捕捉正在迈向世界级城市的上海和世界第一城市纽约之间的差距，并且对上海今后在城市形象筑建上提出见解，避免失误。
希望通过本文的阐述，让城市形象在每个城市的构建上得到重视。创建有特色的并且适合自己城市定位发展的城市形象不仅能够激发本城市民的主人翁意识, 积极投身于城市建设和城市环境保护。也是城市投资环境和旅游资源的重要组成部分, 能够在外引内联, 招商引资过程中发挥积极的促进作用, 能够吸引人流、物流、资金流和信息流的空间集聚, 使城市中心作用得到充分发挥, 积极有效地带动区域社会经济的协调发展。由此可见，创建城市品牌不仅仅是上海这个准世界级城市的目标，同时也是国内其他城市值得借鉴的方向。
关键词：城市形象 城市营销 品牌城市 上海 纽约
Abstract ：The image of city is an intensive and extensive category which is considered a whole visualization of city. The image is divided two parts, which is hardware image (e.g. Architecture and transportation) and software image (e.g. theory of city development and ethic of resident). What the image of city show to citizen is not only a single problem about the appearance of city and ethic of citizen but also a whole visualization. From this aspect, the image of city is showed in worldwide just like an image of brand.
Comparison research is one of the base of scientific outlook on the world and life. The comparison between the development of foreign-and-domestic socialization and modernization of city is to make less mistakes. What this dissertation indicate is that the difference of whole image, the orientation of commercial image and the achievement through urban promotion are compared by the comparison between two representative cities which are Shanghai China and New York U.S. about the image of city. The goal of comparison is to catch the difference of Shanghai stepped to top in the world and the top city in the world, New York. Another is to give the opinions and avoid the mistakes on the establishment of appearance of Shanghai in the future.
Through the express of this dissertation, the image of city should be concentrated on in constructing each city. The appearance of city, which is characteristic and suited to the location and development of the city, can stimulate citizens the feeling of ownership of city and encourage them devoting to city construction and environment protection. The image is also main parts of urban investment condition and tour resource, can promote to allure investment, can attract current of human, chain of products, current of fund and current of information, which were assembled. Excellent image of the city also can bring the effect of urban center into a play and can in harmony with the development of a real society and economy. Thus it can be seen that it is not only the goal of Shanghai which is considered a sub-worldclass city but also the developing direction of other domestic city to establish the brand of city.
Keywords ：Image of the city Urban promotion Brand of the city Shanghai New York
绪论
在汉语中,“形象”一词最早出现于汉代,意指人、物的相貌形状。20 世纪初,我国文艺理论家用“形象”一词释译法文、英文等西方文论中的image ,从而使其又有了新的涵义。20 世纪90 年代初,有学者将企业形象组织形象概念引入城市研究领域,提出具有新涵义的CIS 概念。新的CIS 可以理解为城市形象战略(city image strategy) ,也可以理解为城市识别系统(city identity system) 。
城市形象是一个城市景观风貌的概括, 它代表了城市规划、建设、经营和管理的文化理念。著名的历史学家斯宾格勒说：“一切伟大的文化都是市镇文化，这是一件结论性的事实。” 可以看的出，这里所指的市镇区别于传统意义的乡村或者小镇，而是指城市，城市能够创造“伟大的文化”，这才是城市真正的价值所在。每一个城市都能以其特有的文化内涵或者个性形象带给人抹不去的感受，而这些细枝末节的差别，让人们在城市中寻找相似差异或者新鲜感，每一个城市的城市形象好比一个人的精神风貌，气质个性，打了一个照面便会记忆中留下印象。你一走进城市，就会获得一种扑面而来的文化感受：巴黎的浪漫，纽约的繁华时尚，上海的海派风味，北京的古朴大器……千差万别的城市文化，无不是以一种特有的文化符号扣击着人们的心扉，并表现为某种形象留在人们心中。这种形象表现，往往可以通过一种或几种主要的要素传达给大众，或者是一些著名景观，或者是从其他途径了解到的某种城市文化。比如，没去过上海的人都知道上海的东方明珠电视塔，去上海最想参观的地点之一也是东方明珠电视塔。由此可见，城市的形象是可以构建的，是可以传播的。同时城市形象也是一种文化表现和文化符号，而城市的文化符号是可以设计的，城市的形象也是有其科学的内在构成的。
