A Study On City Brand Construction Based On IMC Theory

Under the circumstances of high-speed economy, globalization and urbanization, as the center of economic activities, the competition among cities over useful resources and limited space is becoming more and more intense. Many urgent questions are brought up. Anyhow, how to enhance the competitiveness of one city becomes the main point of all the issues. City brand, as the core value of the competitiveness of city, has became more and more important for all the city managers. City brand is the intangible asset and highlight the status of the city.Besides the reasonable construction and effective management, the city manager needs to develop the core value of the city to create an easily recognizable image, which will be stand out among the competitors. Also the city marketing is important as a way to spread the city brand.In the practice of city marketing, city managers find that unlike product brand, the marketing of city brand takes much more energy and people, also it is a complex process with complicated steps. Incomplete marketing plan may lead to the misunderstanding of city information, or public relations crisis. The demand of speaking with one voice and taking control of every contact channels between city and its target audiences is growing. That is when integrated marketing communication rising to the surface.The thesis begins with the study of city brand theory and IMC theory. Based on the realistic status of Kaifeng, the practice of IMC in the city brand creation and city marketing will be discussed. A practical IMC plan will be given, and also a IMC model of city brand. Based on the IMC plan of Kaifeng city brand, some thoughts on the IMC of city brand will be discussed briefly.