Research On City Culture And City Image-shaping

With the acceleration of economical globalization and region economic integration tendency, the status of city in region is promoting day by day. The competition between nations prominently represents competition between regions day by day, and focus on manifesting competition between cities. City competitiveness itself is a comprehensive concept, city culture and city image is an important resource element of the city core competitiveness, and it is a new domain of research on city competitiveness, it is an important domain of research on marketing of city too.City culture is an prominent power to impel sustainable development of urban economy; and an inner dynamics of promoting the residents to improve their own quality and to construct civilized city; and it is also an important and influent factor of city ecological environment. City culture promotes the city comprehensive competitiveness through increasing the city charm, promoting the city quality, enrich the city life, expanding outside effect, and driving the city economic growthCity image is the great treasure and the intangible assets of city. From the internal point, city image can bring the deep sense of pride and belonging for the residences, promote the connotation of city culture, and reveal the characteristic and fascination of city. From the external point, city image can enhance the popularity and honor of the city rapidly, improve the environment of investment, strength the attraction of city, promote the integration and flow of advantageous resources such as talented man, fund and technology.Research on city culture and city image-shaping is good for our country city to participate the competition of world cites in 21st century and to reinforce the city competition ability. It is as well good for constructing brand city and accelerating city development all rounds. It is helpful to improve the citizen's level of thought, literacy and morality. There are three reasons for it: First, the competition of city culture and city image has been the major aspects of world cities competition in 21st century. Second, the shaping of city and city image is a process which makes the city develop based on human with multiple perspectives and three-dimensions in all fields. Third, the research on city culture and city image-shaping is a process which educates the whole inhabitant with three-dimensions and multi-perspectives all rounds, and it does good for the all-round development of individual and implementing China into a moderate prosperous society in a well-rounded way.The paper begins with interpreting the concept. Based on the analysis of theory and practice of research, it analyses the factors that affect city culture and city image-shaping, and also explains the important significance of city culture and city image-shaping research on domestic and foreign city culture and city image. Meanwhile it analyses and diagnoses the current situation and exiting problems of Nanchang city culture and city image-shaping. Based on the questionnaire survey, consulting experts, statistics and analysis, this paper explores profoundly the issue of Nanchang city culture and city image-shaping by city CIS strategic system and proposes some personal opinions.The main body of this paper can be divided into six parts:1. Introduction: analysis of domestic and foreign correlative research situations;2. City culture, city image and brand city: the explanation and comparison of city culture, city image and brand city; analysis and discussion of significance of city culture and city image-shaping in city construction;3. Basic principle of city CIS analysis: building city CIS and discussing the principles of city CIS strategy referred from enterprise CIS strategy. At the same time, analyzing the basic principles extensively integrated with the of city culture and city image-shaping;4. City CIS strategy and city culture, city image-shaping: the analysis of necessity and possibility of using CIS strategy.5. The factors affecting city culture and city image-shaping: it analyses ten elements in five categories which influence city culture and city image-shaping combined with the practical development of Nanchang city;6. Empirical research of Nanchang city: based on the results of questionnaire investigation, using CIS strategy and combing the basic situations of Nanchang city to discuss, analyses and survey on the existing problems, the basic rationale and the essential countermeasures in Nanchang city.