The Study On Cultural And City Image Communication Of Luoyang

With further development of economic globalization, the competition of comprehensive national strength between countries has increasingly embodied in the competition between cities, and city culture and city image act as the major resource elements of city "soft power", whose importance has become increasingly prominent. Under such background, it is significant to explore how to transform the cultural resources into the capital of the city image on the basis of the study on cultural and city image communication of Luoyang which is a historic cultural city with distinctive features.This paper begins with several basic concepts in the purpose of interpreting the significance and interaction association of the cultural and city image communication. According to analysis of current cultural and city image communication of Luoyang, the author proposes some thinking and recommendations to enhance the image of Luoyang combined with the actual situation.This paper holds that culture is the soul of the city, is the standpoint of city image creation, and the process of communicating the city image equals to the process of the excavation, protection, exploitation and innovation of the city cultural resources. Based on the comparison between the current situation analysis and examples of some typical cities’image communication, this paper concludes that the cultural and image communication of Luoyang should rely on the rich cultural city resources, focus on the city status of "international cultural tourism city", and attain the aim of promoting the intrinsic competitiveness of the city by creating cultural brand, strengthening cultural industries, and carrying forward the city spirit. And at the same time, using integrated marketing communication and a variety of modes of transmission and means to build a distinctive, instantly recognizable, cohesive and attractive city with a strong image.