Research On The Image Shaping Of Commercial Housing Community

Economic transition and social transformation have had a profound impact on the management system and development mode of urban grassroots society.And the urban community development has gradually changed from "unit system" to "community system".In this process,the rapidly developing commercial housing community has gradually become the protagonist of "community system".Different from the stereotyped images of "unit system" communities,commercial housing communities strive for individuality and unique image presentation.As one of the mainstream schools of public relations,the image school emphasizes the importance of image building in public relations activities,and is gradually pursued by the theoretical and practical circles.Therefore,shaping a good community image has gradually become an important element of community survival and development.Based on the CIS theory,this paper selects the D7 community of Chongqing commercial housing residential community in which I have worked as a case,mainly through the method of observation and case interview to collect data,and studies the community image building problem of current commercial housing community.Firstly,the paper defines the core concepts including community,community image,CIS theory and relevant connotation extension.At the same time,this article through field investigation,case interview to understand the status of community image creation D7,with three parts of CIS theory of current D7 problems existed in the community in the aspect of image creation,found the visual image of the residential community with details not attentive,the behavior main body is relatively fragmented and cognitive deviation,subjects to the concept of community still had a low profile.Finally,according to the existing problems,some Suggestions are put forward: in the aspect of image building,we should constantly bring forth the new ideas,strengthen the cognition of ideas,and pay attention to the communication of community ideas;in terms of behavior image building,while strengthening the behavior image building of each subject,efforts should be made to build a partnership of communication and cooperation among all subjects,especially to enhance the sense of belonging and recognition of community residents;in terms of visual image shaping,the basic visual elements of the community should be perfected to create a unified visual image.The building of community image is a practical problem faced by urban communities,especially commercial housing communities.However,there is no detailed and complete model for reference at present,and the building of community image will be transferred from place to place.Through the observation and analysis of D7 community,this paper aims to sort out the possible problems,the causes of the problems and the measures that can be taken.It has important practical and theoretical significance for the research of community image building,and also provides some ideas and inspiration for the subsequent research.