The Research Of City Brand Image Communication And Perception Of Audience

The Chinese city competition is becoming increasingly fierce, if a city want to remain invincible in the fierce city competition, it is necessary to highlight their own advantages, accurate positioning, to build the brand of city. As a city is noted for its reform, open up, and economic stability like Dongguan, still faced with the embarrassing of cultural construction obviously lags behind the economic reality. Especially experience the eliminate pornography and illegal publications, The image of Dongguan city faced the brand crisis once again. This paper takes the city brand communication as the breakthrough point, come out from the communication, advertising, public relations disciplines perspective, to explore the city brand image dissemination connotation and key elements of city brand communication. In this theoretical framework, analysis of the current situation of city brand communication and problem of Dongguan. Secondly, established a comprehensive brand perception evaluation system framework of audience, It is found that, Dongguan city brand image has earned low marks on audience perception evaluation, there was a strong correlation with media communication. In addition, the city brand image delivered by Dongguan city brand communicator is difference with the perception of audience; however, city brand communication activities have certain influence on the audience’s perception evaluation. It is worth mentioning that, the " eliminate pornography and illegal publications" of 2014 in Dongguan has two aspects Impact on audience perceived evaluation on Dongguan city brand image. Finally, we put forward the corresponding suggestions on the existence of communication of city brand image in Dongguan issue.