Research On The Communication Strategy Of Life Quality City Hangzhou

The rapid advances of urbanization and the background of globalization make the city brand communication develop fourishingly. During the city communication, how to define the city and how to make the corresponding communication through the double angles from the given constitution and the standing point of view more efficient? This paper attempts to study the problem both from the theory and practice about city brand communication by using the knowledge of Communication, City Marketing and integration of Marketing and Communication and so on. It also seeks to generalize and investigate the successes and failures; induce the lessons and experiences; present some strategies and advices of communicating the brand of Hangzhou "life quality city". What's more, it tries to support strategical thought modes for Chinese cities on city brand communication when they are redefined, so as to give some inspirations for Hangzhou and some other cities in China during their brand communication practices.