2016-2018: Research On Production And Communication Strategy Of Chinese Urban Image Advertising

With the continuous development of economy and technology,the deepening of globalization,and many other factors,a growing population and the mobility of capital,people choose where to go to visit,live,which city merchants chose to investment,these behavioral decision has given rise to the birth of city image ads.Against this background,in1999,weihai was the first city image advertising film,and the domestic city began to explore the image of urban image.,therefore,no matter from the perspective of the economic development of our country,or in the study of urban image advertising innovation era background analysis of city image advertisement production and communication,enhance the comprehensive competitiveness for all regions,strengthening the external resident audience awareness of this city,to promote the urban characteristic culture accelerate information transmission and so on all has the positive significance.collect the city image advertisement from 2016 to March 2018,Articles with communication and advertising and other related theoretical study of urban image advertising,combined with the city's image advertisement content production and dissemination way,this paper discusses the current situation of the city's image advertising,as well as the existing problems.In terms of content production,the advertisement of city image is too general,the tendency of advertising theme is serious and the advertisement creativity is not enough.In addition,in the mode of communication,it is in difficult situations such as single communication channel,scattered advertisement promotion,ignoring integrated communication strategy and the effect of audience acceptance in communication.By referring to the excellent cases of overseas city image advertising films,the author puts forward the idea of displaying the city's individuality and focusing on the theme of advertising.Subdivide the core audience and accurately match the content;Use the user's thinking to realize the optimization strategy such as two-way interaction.Therefore,the city image advertising film will have a more far-reaching impact on the overall development of the city and make a greater contribution.