Research On Communication Strategy Of City Image From The Perspective Of Characteristics Of Architectural Culture

With the advent of economic globalization and information age, City competition, which gradually replaces the national competition and industrial competitiveness, has become the focus of global competition, the city image as an urban core competitiveness of the important elements, is paid more and more attention. Cities how to use their own characteristics and advantages of resources spread the city image, build brand image of the city is very important.In this paper, the official websites of tourism and promotion of cities image are the research objects. Try to analysis of the cultural value of urban architectural features from the perspective of architecture, communication, science and integrated marketing communications. As city symbols and medias, Characteristic building have communication function. Furthermore, how to build city image and improve the effect of the city’s image communication by utilizing charact eristic architectural culture is explored.In this paper, a variety of research methods are used. City characteristic architectural cultures are very important to construct and communicate city image. City image communication problems are proposed from the perspective of characteristics of architectural culture. Finally, the strategies of using distinctive buildings to spread image characteristic of the city are proposed.