City Image Marketing For Chongqing

Economic globalization had increased the competition among cities. More and more cities had recognized the importance of city marketing for their development .The paper studied the city image marketing for Chongqing based on the domestic and international marketing theories and the reality of Chongqing, designed to enhance the image and competitiveness of Chongqing and promote the rapid development of Chongqing.This paper studied the city image for Chongqing accordingly to the following steps:Fist, make the environmental investigation for Chongqing. The paper collected the corresponding data which affect the city's image, including Chongqing's natural elements, resources, socio-economic characteristics, economic characteristics of industries, transportation facilities, community development, recreation and cultural resources, education and scientific research and social security and so on. Then put forward some analysis to know the Chongqing's advantages and disadvantages on city image.Second, the comprehensive analysis was carried on by considering the advantages and disadvantages, historical context, development direction, urban function, city culture. By orientating Chongqing from the functions ,industries, the image and the scale .the paper reach the conclusion:Chongqing is "an important central city, a state-list famous historical and culture city, the economic center of Yangtze River upstream, an important modern manufacturing base, a comprehensive communication hub in Midwest, an urban and rural co-ordination megalopolis .For the bright future of Chongqing, This paper proposes that Chongqing's city image position is a dream and a miraculous city.Third, The paper design Chongqing city image recognition system on the foundation of its city image localization. Firstly, proposes"Self-improvement, Pioneering open"as the idea recognition. Take this as the instruction, from the government, the industry, the enterprise, the resident and so on to design the behavior recognition. this paper proposed the government should improve the administrative efficiency and service level; The industries should adjust the structure to upgrade. Enterprises should implement the brand strategy to become bigger and stronger. the citizens should improve their own quality. This paper chose the image of the city, Urban color image And the urban environment to design Visual recognition.At last, this paper concluded the situation of the city image promotion for Chongqing. Then further discussed how to use the image advertisement, public relations activities, theme activities and Staff promotion to improving Chongqing's city image communication.