The Research Of Shape And Spread Our Country's Urban Culture Brand

City is the highland of the national culture of a country or an area. It is the coherence and activation of the culture that leads to he formation and development of the city, while the vitality of the city comes from the charm of the culture. The economic globalization and the rapid advance of urbanization results in information expansion and brand competition, the city has to face up to fierce competition both from home and abroad markets, just like other commodity. In order to maintain the dominant position as the competition is getting tough, many cities are trying to seek for ways and methods to improve their competitive power. Thus developing the culture brand of the city in a sustainable way has become the choice of many new cities.This paper focuses on the shape and spread of "city culture brand", basing on the analysis of the development situation and problems of both domestic and abroad city culture brand by using knowledge of broadcast. Then this paper brings in the theory of city CCIS and brand broadcast for the first time, and conducts a deep analysis and research of the topic by integrating theory and practice.First of all, this thesis gives a general situation of urban brands theories at home and abroad in recent years , and introduces the urban theory and CCIS brand communication theory which is used as a basis for analyzing the significance of developing the culture brand to develop the economy and culture as well as participating in the competition between cities from home and abroad.Second, after deeply analyzing the China's urban culture brands, we can find that our cities are facing up with many problems in the process of developing the culture brand, such as feature of the city's culture is less prominent, convergence of city orientation, imbalance of the city construction, and lack in broadcasting.Thirdly, in view of the main problems that exist in shaping and spreading the urban culture brand, and according to the cultural characteristics of the brand itself, this paper gives a concrete measures and proposals from several aspects such as conditions, content, principles, strategies of shaping urban culture brand, as well as the main body, the media, principles, means of the broadcasting.Finally, basing on the case study of the typical city with its culture brand in our country, Qingdao, the author analyses the measures and effects of building Qingdao's culture brand, intending to provide useful information for cities of our countries to develop their culture brands.