Establishing And Communicating Strategy Of City Brand

Since China implemented its reform and opening up policies, the market competition has spreaded from business to all aspects of the social life with the improvement and development of our socialist market economy. No matter active or passive,more and more social bodies and individuals have become the market subjects, participating in the fierce market competition, and the stongest will survive. The cities,which were the administrative bodies, have involved in the market competition. The worldwide urbanization process is speeding up, at the meantime, Chinese urbanization is changing with each passing day. How to be the upper hand and how to top others in the fierce competiton is an issue encountered by the city administrators. The best weapon in market competition is no doubt the city brand. It has been and will be proved theoretically and practically that city can be built into a brand. The image and competiveness can be built and inproved via scientific and serious brand development and dissemination strategy.In China recently, the city brand building is accelerated greatly, especially in the new century. All the cities, from the international metropolises like Beijing, Shanghai and Guangzhou to the medium and small cities, place the city brand building into the most important position. They hope to hold the commanding height in the fierce competition by the ambitious city brand building and comunication strategy. But compared to the hot practices, the theoretical research on city brand in China at present is not deep enough. There is a large distance between them, resulting in the lack of theoretical guidance in the process of city brand and comunication. This paper carries out a profound discussion on city brand building and comunication strategy in China, learning from and integrating the relevant theoretical results.Beginning with "what is the city brand", this article systematically discusses the connotation, forming background and process, the main features, the essence and recognition of city brand. Then combined with the urbanization process, the paper proposes the necessity of construction and communication of city brand in our country. Next, the paper introduces and analyzes the current situation and existing problems of domestic city brand construction. On this basis, it makes depth exploration and discussion on how to promote city brand construction, clarifies the difference between city brand and other relevant concepts, analyzes the problems one by one in the process of city brand construction, presents non-balanced development strategy of developing and implementing city brand construction in general, introduces several effective ways to construct city brand; and then this paper explores how to promote effective brand dissemination and communication, analyzes the status and problems of current communication strategy of domestic city brand, explores communication strategy from the target audience, communication tools to the specific means of communication, explores aspects of brand communication and promotion of urban strategy, explains how to promote integrated marketing communication of city brand.This paper uses the multi-disciplinary research theory, which combines the theoretical and empirical methods, information literature analysis, comparative study as well as other research methods.City brand building and dissemination can't be achieved and finished in one day. The city government, the enterprises in the city and the various social bodies as well as the citizens are all subjects of city building and dissemination. To achieve this goal, it needs everybody's efforts via scientific and perfect planning and careful and thorough implementation. The paper studies city brand and its function, the status quo of the city brand building and comunication in China, building method, as well as the effective promotion and comunication methods. The paper clarifies the basic conception and theory about the city brand, helping us to get a rough idea of the city brand and its building and comunication strategy. The paper brings up some advice and countermeassure by analyzing the existing problems in city brand building and comunication in China in a scientific way.