A Study On The Evaluation Index System Of China 's Urban Image Influence And Its Promotion Strategy

With the development of urbanization, the number of cities increases significantly. Today, with the rapid development of economy, city has become an important competitive subject; Good city image not only can enhance the city’s competitiveness, but also affect the future development of the city and the state. Therefore research on city image is realistic and significant. City image represents the urban morphology and the characteristics of a city; City image is the impression of the city in the public, it also represents the public perception to urban strength. City image includes not only the objective existence of the society, but also contains the subjective perception and evaluation. This study will analyze the connotations of the influence of city image starting from the concept of city image, then build the evaluation index system of the city image’s influence, and explore strategies to enhance the image of the city in order to improve the city’s soft power. Firstly, this study will analyze domestic and international research literature with qualitative research methods and summarize the status quo of the current image of the city in the field of this research and interpret ate the connotation of the city image and influence of the city image and analyze the elements of the city image influence, and grasp of research status of the city image influence evaluation. Secondly, this study will deconstruct the elements of evaluation index system and confirm the image of the city influence weight coefficient with quantitative research methods following the scientific, systematic, comprehensive and operability assessment principles. For audience, questionnaire method will be used to confirm the constituent elements of the city image influence; For experts, Delphi method will be used to confirm the weighting coefficients of evaluation index system. On this basis, the city image influence evaluation system will be constructed. This study will set up the evaluation index system from three aspects, the recognition of city image, the experience of city image and the effectiveness of city image following the propagation of city image. These three aspects are progressive layers, which not only show the city image’s appreciation during the dissemination, but also reflect strengthening of the city image during the audience’s experience, but also evaluate the economic benefits got by city image. During the process of constructing the city image influence evaluation system, this study will give the in-depth analysis for the factors affecting the city image, and analyze the three aspects of the city image’s influence evaluation system, then explore strategy to enhance city image’s influence from three aspects: the recognition of city image, the experience of city image and the effectiveness of city image. About the city image cognitive strategies, this study will analyze the status quo and communication strategy of city image films and city official websites with stratified sampling method and content analysis method; About the city image experience strategies, this study will analyze the experience of strategy based on experiential marketing theory with case studies; About the city image effectiveness strategies, this study will analyze the relationship between the industry’s image and the city image and mutually beneficial and win-win strategy with case study. The main research innovations of this study are reflected in three aspects. The first one is innovation of research angle, in the field of city image spread, studies on the city image influence mostly concentrated in the hardware environment assessment, but this study focuses on soft power assessment and gives more attention to the city image’s influence.The second one is innovation of content, at present, studies of the evaluation index system of the city image influence are still less, which also haven’t established an evaluation index system perfectly. So this study is a necessary complement. The third one is innovation of research method, in this study, qualitative research and quantitative research methods will be used together. The new city image evaluation index system will be built through literature analysis, questionnaire, Delphi method, content analysis and case studies. This study will explore strategies to enhance the city image’s influence combined with the city’s image industry practice.