Discussion Of The Relationship Between City Brand And Urban Planning In The Context Of City Marketing Communication

City marketing communication research has been developed fore more than twenty years. Related literature focus on the city brand association to the globalization and the development of the city; city marketing and city image; construction and measure indicators of the competitiveness of Chinese cities; Chinese local decision-making and city brand planning process; city brand based on large-scale activities, such as the Beijing Olympic Games and the World Expo in Shanghai. However, most of the research are based on the western theory and model to understand the Chinese city development city branding. In practice, there are huge differences between Chinese city branding and Western city branding in brand vision, values, image, ideological and cultural system. Therefore, in the study of Chinese city brand must be placed in the environment of contemporary China. This research reviews the forieign and domestic research paradigms and finds that a city brand is an important means of the urban management, is one of the important ways to achieve the aims of urban planning, which are not merely unique differentiated elements bwtween cities.The author deeply discusses the relationship between city brand and city planning, and provides a theoretical reference for city managers on the management of the development of urbanization. The author chooses Chongqing as a case study to explore the relationship between Chongqing city brand and Chongqing city planning, and attatin theoretical conclusions through the analysis.From the analysis, this paper argues that place banding, in the context of marketing communication, is an important means of brand management in the city, and it is not only the unique elements that constitute the city image. Starting from the relationship between city branding and urban planning, this paper conducts analyses from three dimensions namely city brand positioning, city branding strategy and city image. Conclusions show that city branding is not only an important mean for urban planning(during urbanization), but plays a signigicant role in this process.