The Research On Communication Of Urban Recreational Business District (RBD) Image

Urban recreational business district (RBD) as a new function area of cities, which is a new form that combines leisure and tourism business function. It represents the urban culture, urban life, and it bears for the function of tourists travel, leisure, entertainment, shopping sites, while attracting foreign tourists and local residents. So far, there is no research scholars introduced the image study to the layout of urban recreational business district. This paper from the various methods of the Corporate Image, through three aspects, the concepts identification, behavior recognition, visual identification, expounds the image construction of the urban RBD. On marketing strategy, it strengthens the tourist market's perception of urban RBD, deeps the tourist market's awareness of urban RBD through various marketing means .Thus we can promote the image of urban RBD out. So that the image of urban RBD can provide a point for the spread of city's image.The paper concerned about the perspective of urban RBD image's affect on the spread of a city's image propagation, starts the study of urban RBD image. In the course of study, it uses literature study and comparison to analysis urban RBD image from all aspects, which mainly covers the following areas:First, the background and the research status quo at home and abroad; Second, the concept and recognition of a city's image; Third, the concept and recognition of RBD image; Fourth, the urban RBD image reflects the city's image window effect; Fifth, urban RBD image transmission planning. This paper mainly uses the symbolic interaction theory and dissemination of public relations to describe above problems.RBD city image and image research, although are two hot issues, the research outcome of combining them is rare, it can said to be a video in research field, from another point of view, it may also become a new research breakthrough of RBD image research. RBD is often a symbol of urban lots and a halo effect area, is a window for the outsiders to understand the city. Such a positive and vibrant atmosphere, for the visitors who expect to know the landscape of the city, it is all the more absolute attractive. The practical significance is that, through the research of urban RBD image system's recognition and promotion, to do some useful reference work on creating a beautiful image of cities, real play the window effect of urban RBD image.