An Exploratory Study On The County-level City Brand Marketing Communications

The emergence of urban circle has been become inevitable tend of socialdevelopment. It brings great radiation effect for surrounding cities. This phenomenonthat the increasingly relationships between different cities show that surrounding citieswill be driving force for competitiveness of urban circle. In the future China’surbanization process will also depend on County-level cities’ development. so it nodoubt about the importance of developing County-level cities’ brands. But thedevelopment of a city brand is a new thing in our country and there is also blind spot ofsurrounding city’s brands. In term of either theory or practice it is at an exploratory stateand far away from a complete system.Base on the studying theoretical knowledge of city’s brands, the article innovativediscusses how to build city’s brands from the aspect of audience. And also discusseshow to promote city’s brands image from the subject angle. Trying to find system theoryand method of guided practice and expecting provide references for city’s brandsmarketing.The main works are as below:1. This paper dissects some serious problems of building city brands by analyzingthe development general situation of county-city, and reviews its strategic significance.2. Through field inspections, questionnaire survey, analyze and summarize theresearch findings and SWOT analysis method, this paper has a environmental analysisabout the city’s brands, making some views for next study work..3. Base on studying of the audience receives behavior, supported by appropriateexamples explained, the article points out how county-level cities to build city’s brand.This is excepting to provide good advices for practice working.4. By studying the main body behavior strategy、brand marketing strategy、branding updates strategy, this paper try to provide work patterns about "how to expandcity brands and make city marketing for surrounding cities’, and provide guidance forpractical work about it.On investigation. we found that the city body at first must study constantself-watchfulness and lead city follow the path of differentiation at the base of city’scompetition, Consensus of city’s development is power supply for County-level city’sbrands.