Chongqing City Image Communication Strategy And Media Strategy

In 1990s, Joseph S. Nye, Jr. in Yale university of U.S. puts forward the new theory SOFT POWER. He thinks comprehensive national strength includes hard strength such as economy, technology, military power, and also includes soft power such as culture and ideology.The theory of SOFT POWER has great significance for the development and competition for the cities. As a young municipality city of China, the economy of Chongqing has rapid development speed and the rise of materials civilization. However, during the competition among cities, the competition capacity, attraction, influence are weak. In the background, Chongqing puts forward the strategies to construct and communicate the image of Chongqing city to raise the soft power.After 2003, Chongqing has contributed to communicate the image of Chongqing city and designed the image emblem. In 2008, the bureau of statistic of Chongqing research on city image of Chongqing in nation-wide .the statistic indicates that 58.9% of citizen of Chongqing is unaware of the emblem.We can see that, the strategies to communication city's image of Chongqing have some problem in some extent. Face these problems, the thesis studies on the communication of city's image of Chongqing and indicates the practical suggestion and countermeasure to raise the lever of constructing and communicating the city's image.Firstly, the chapter one discusses the study background, practical significant and main content. The chapter two discusses the theory of city's image. Through literature study on the domestic and abroad theory of city's image, summary the points of views of the theory of city's image and put my viewpoints on the theory of city's image.The chapter three mainly studies on the two dimension relation between the communication of city's image and the city's development of Chongqing, meanwhile, indicates that a favorable city's image will raise the development speed in many aspects. The chapter four discusses the content of city's image of Chongqing. The city's image of Chongqing has three parts, that is, political image, economy image and culture image of Chongqing. The chapter five is the comparative analysis between I-image and he-image in city's image of Chongqing. After comparative analysis, we can find both have differences, so the purpose of communication of the city's image of Chongqing is removing the differences. In addition, we analyze the symbol of the city's image and give some suggestion on the emblem of Chongqing. The chapter six is the strategies of communicate the city's image of Chongqing. This chapter gives suggestion to communicate the city's image.This thesis thinks that there are three reasons for the week communication of the city's image. Firstly, the communication strength is weak, which lead to the poor understand of the city's image by audiences. Secondly, we have not solved the signifier and signified. Thirdly, we have not studied enough the history and spirit of the city, which leads to the weak of glamour of city's image and influence. Fourthly, the c communication of city's image is depending on government, and the citizen is inactive. So the thesis gives some suggestion and countermeasures. One is enforcing the brand strategy and culture strategy. The other one is enforcing the communication strength and influence strategies to raise the development lever of the city's image of Chongqing.