Construction And Communication Of Yantai City Brand Image

The thesis aims at the construction and communication of yantai city brand image,and it sorts out various practices at the level of official、citizen behavior,and at the level of "We Media",through systematic literature sorting,extensive questionnaires and relevant theories sorting,the relevant theoretical system of brand image communication of yantai city was obtained.And I think,the brand image of yantai should be systematically sorted out from three aspects: core concept system,extension behavior system and sensory recognition system.In my opinion,the brand image of yantai has several disadvantages:lacking of strategic layout,the content of brand image communication is lack of integration,and the mode of communication needs to be innovated.Above all,I further put forward feasible suggestions on the construction and communication of yantai city brand image in the future: First of all,the strategic direction of yantai's city brand image should be made clear by combining its own geographical advantages and cultural characteristics;Secondly,the content of urban brand image should be integrated from three aspects as the starting point and foothold: the content of central concept system,the structure of extended behavior system and the sensory identification system;Finally,the city managers should from the main level,audience level,tactics level comprehensive consideration,and introduces the concept of integrated marketing communications,innovative brand image transmission method,in yantai own distinctive cultural personality and the unique geographical advantages,in the tide of the brand image of the city of the future construction of avoiding homogeneity competition,set up its own distinctive characteristics of urban brand image,power of yantai city development.